LATIN AMERICA
Strategic Planning Based On Differentiators Kekén ’ s star product is refrigerated pork meat and it will remain the company ’ s specialty .
The bastion of Maxicarne stores is the starting point for local routes , covering deliveries for “ intermediate ” customers such as restaurants and other food outlets .
The advantage offered by each Maxicarne branch is to deliver a variety of meat that consumers could rarely find in other establishments where display space is limited .
“ We seek to develop fresh and refrigerated products , with an additional value for consumers : marinated , portioned , seasoned , but basically in the vein of fresh produce ,” says Jorge Ricaud , commercial director of Kekén .
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Technology To Meet Objectives Kekén depends not only on their retail distribution , but also on specialized logistics that demand refrigeration and a process manipulation in sanitary conditions , as well as a strict feeding control to provide secure and healthy results .
“ We also need logistics in transportation , distribution and refrigeration centers to maintain our products in optimal conditions and for them to stay fresh and healthy for consumers ,” says Freixes .
Processing
Communities & Partners One of Kekén ’ s greatest successes has been to establish partnerships with farmers and www . keken . com . mx 57