From Cabezón de la Sal, the Cantabrian company Tu Cocina Tradicional XXI acquired the brand Gijón Campanal, for which it had status. pioneer of canned fabada In 1924–, since 2005 it belonged to the Conservas Consorcio of Santoña, again from Cantabria.
The new owner plans to relaunch the banner as a reference on traditional sterile spoonful dishes by replacing classic tin containers with glass jars to reposition the brand. The project will launch at the end of the year for a launch in early 2024 (which will coincide with the brand’s centennial), with a commercial bid that will include some of the brand’s current range of cooked dishes and others. New ones.
The eighth owner of Productos Campanal in 99 years of existence (the company also went bankrupt between 1993 and 2005), Tu Cocina Tradicional represents the banner’s return to some of its origins. Canned fabada Campanal was born in El Llano (Gijón) at the initiative of the innkeeper. Marcelo Gonzalez del Riofather and grandfather of famous football players Campanal I and Campanal II, and owner of Campanal de Avilés refectory with his wife.
The new owners of the brand are also coming from the kitchen. Juan Carlos Gonzalez GutierrezTu Cocina Tradicional’s managing director and one of the two owners comes from restoration, where he has accumulated more than 30 years of experience as a chef, and his partner has a similar background in the machinery space. In 2015, they stepped into the industry by acquiring a catering company from the Cantabrian Rhin group, the source of the current business, and rebranded and rebranded as a manufacturer of catering solutions (such as preparations for making bread and salad) and also for the distribution channel for high-end dairy desserts, yoghurts and other products.
Despite the mandatory quarterly shutdown due to the pandemic in 2020, the company has grown by 150% since that year: Invoicing 600,000 Euros in 2020, it closed 2022 with a turnover of 1.5 million. They predict an additional 30% growth for this year.
The strength and roots of the Asturian brand were the reason Tu Cocina Tradicional bought Campanal.Juan Carlos González told this newspaper: “I grew up in a family environment where traditional jams (above all, tripe and fabada) were linked to Campanal. It seems to us that the subliminal knowledge of this brand is still strong and we want to take advantage of it to market our products.”