– “El Sentido de la Carne” (The Meaning of Meat) is a pioneering initiative that unites all links in the sector’s value chain to communicate the benefits and contributions of these foods.
– Alongside Grupo Uvesa, 159 companies and organizations have already joined the project, which began in May 2024.
– 80% of consumers consider meat to be an essential and indispensable food, while 72% believe there are myths surrounding the sector and meat itself.
Tudela, September 15, 2025. Grupo Uvesa is rejoining “El Sentido de la Carne” for the second consecutive year. This is a collaborative project involving the entire value chain (including manufacturers, distributors, specialty channel stores, interprofessional organizations, associations, and other groups) to highlight the role of meat and meat products in our culture and cuisine. This edition will feature a total of 160 participating entities.
Consumers will be able to see this campaign in participating establishments, on the packaging of participating meat companies, in commercial brochures, on websites, and on social media, among other places.
Additionally, “El Sentido de la Carne” will launch a contest on its Instagram profile (@elsentidodelacarne) on October 6, where people can win meat packages of different product categories.
According to the “Opinion Study on the Importance of the Meat Sector in Spain,” conducted by Sigma Dos for the Livestock-Meat Forum, 80% of consumers consider meat to be an essential and indispensable food, while 72% believe there are myths surrounding the sector and meat itself. Despite this, the sector is in good health, as shown by the fact that during the first quarter of 2025, per capita consumption of meat and meat products in households reached 11 kilograms. This represents a 5% increase compared to the same period in the previous year, according to data from the Ministry of Agriculture, Fisheries, and Food.
In this context, the main goal of the initiative is to convey that meat and meat products are part of our gastronomic culture and, when consumed according to recommended guidelines, contribute to a varied and balanced diet within the framework of the Mediterranean Diet.
For more information: info@elsentidodelacarne.com /
