Central Lechera Asturiana, awarded with the National Marketing Award, the highest acknowledgement of the Spanish Marketing Association
A strategy that ensures the sustainability of the company and that makes it the brand with the best reputation in Spain.
The leading Company in the dairy market, Central Lechera Asturiana has been awarded the National Marketing Award by the jury of the Spanish Marketing Association, who has highlighted their integral marketing strategy. This strategy, as Juan Povedano, Marketing Manager of the dairy company, has stated, “has turned Central Lechera Asturiana into the company with the best reputation in Spain” (Rep Track 2017 study, by Reputation Institute)
“Since the year 2012, and taking into account the decreasing consumption market –Povedano has explained-, Central Lechera Asturiana has increased their volume 3.8%, where the rest of the competitor brands have dropped theirs. It has also improved their market penetration reaching 530,000 new homes, and their EBITDA has increased 35%
“All this has allowed us to ensure the sustainability of our Company and what is more important, to guarantee the future of our farmers and main shareholders”.
Every year, the National Marketing Awards distinguish strategies that stand out for their innovation and for obtaining tangible results. They aim to value the best practices in the sector, those that highlight the role of marketing, that make society understand that this discipline has a scientific and professional load, that acknowledge the best experts, and that highlight the actions that have had tangible results.
This award acknowledges the innovative work of Central Lechera Asturiana and of their Marketing department, which has developed their work based on honesty, understanding consumers and building their own communication style, making natural products without artificial Es and acting in a natural way.
Central Lechera Asturiana, commited with ‘natural’
Central Lechera Asturiana is the first dairy brand in Spain, leader in liquid milk, cream and butter. Since its origins it is committed to the primary sector, ensuring the sustainability of the farmers, guaranteeing the commercialisation of their milk, 100% Spanish and offering them technical assistance, both for their professional and personal development. Central Lechera Asturiana promotes health through nutrition, making 100% natural products for a healthy nutrition and helping to improve quality of life. All this, respecting origin and natural environment, minimising the environmental impact of farms and factories, generating more than 90% of the electric energy consumed in high efficiency processes, transforming waste in biofuels and fertilisers and minimising water consumption.