While the company’s name itself represents its history in the meat industry, Cock’s Vleeswaren knows that there are many other food experiences that can benefit from its ‘quality first’ motto. The range has therefore expanded far beyond just cold meats, into specialties, cheeses and more.
Among the biggest evolutions was the 2003 launch of the company’s range of prepacked meats under the Cock’s Fresh label. ‘This range reflects the strong demand we saw in the market to combine the highest quality products with modern methods of prepackaging’, says De Cock. ‘We only use our own products, which are freshly sliced and immediately packaged. The range was very quickly successful!’ Under the Cock’s Fresh brand, the company has been able to expand both sales channels and product groups.
It now includes cold meats, prepared salads and spreads, ready-made meals and sausages and snacks. Cock’s Vleeswaren also launched a range of Italian-style salami, branded as ‘Casadoro’. ‘We always try to stay in line with what our customers want and need’, continues De Cock. For example, we’ve even introduced a large range of gluten-free products. And while legally, products labelled ‘gluten-free’ can actually contain small amounts of gluten (up to 20 mg of gluten per 100 g) our ‘glutenfree’ items are 100% without gluten! It’s just another example of how we always put the customer first’.
Thanks to its clear vision and philosophy, this company that started out as a local butcher’s shop, has evolved into a true, home-grown Belgian success story, annually earning €65 million in revenue and producing 4 million kg of food. And as long as Belgians retain their taste for quality, this company is poised to move from success to success!