In a market increasingly dominated by large-scale industrial meat production, a small cooperative slaughterhouse cannot compete on volume or price. Instead, it seeks to build recognition around the values and benefits of local, small-scale slaughtering, including animal welfare, short supply chains, rural livelihoods, transparency, and community resilience. Historically, the Escorxador de l’Armentera has operated largely behind the scenes, with limited visibility among consumers, policymakers, and culinary professionals. To address this, the cooperative launched “Del Gancho al Tenedor”, a strategic communication initiative designed to raise awareness of the role that small-scale slaughterhouses play in sustaining local food systems.
The primary mission is to create a compelling and authentic narrative that highlights the social and environmental value of small-scale slaughtering and strengthens public recognition of this model across the region. Inspired by approaches such as the Slow Food movement, the initiative aims to foster greater appreciation of process quality, transparency, and local embeddedness rather than competing on conventional product-quality claims alone.
