be signi;cant as regards our production levels. From the production
point of view, we had the potential, but what we did not have was a
price that was competitive at an international level.
“We had to ;t the poultry industry into the national plan. At this
time, another of the factors that explains how the situation was turned
around emerged. The poultry industry joined a national project and
stopped asking for magic solutions.
“Today, we can see that poultry is part of the plans and projects of
our civil servants, they do not simply recognize the importance of the
sector, but are actually part of a project to add value to the raw materials
that the country produces. Additionally, chicken has stopped being a
‘substitute’ meat, and had become an ‘alternative’ meat, a change that
was absolutely essential.”
Domenech decided to dedicate himself to changing the face of the
industry, and to do this he returned to the presidency of CEPA. There,
he could count on the help of a number of like-minded individuals and
started to draw up what would be the cornerstone of change – the ;rst
development plan, for 2003-2010.
“We needed to know where we really were. To this end we completed an inventory – how many birds there were in the country, how
much we produced and so on. The poultry industry had been greatly
weakened; ;xed exchange rates had decimated it. In 2003, production
was estimated at between 720,000 tons and 730,000 tons.
“The second task was to clarify where we wanted to go. We
;xed an objective of a growth rate of 10% per annum, that is to say,
to grow from 720,000-730,000 tons in 2003 to 1.35 million tons in
2010, the equivalent of almost doubling production. Additionally, it
was proposed that, in 2004, we had to reduce the sector’s idle capacity,” says Domenech.
At the same time that these objectives were drawn up, additional
“We were in a situation
whereby the poultry industry
was cannibalizing itself, and
we knew that if we could reach
these objectives it would bene;t
the industry in its entirety. Up
until this time, producers or
companies had hoped that their
competitors would fold or exit
the market. However, with the
strategic plan in place, there
was the opportunity for peace
and prosperity for everyone.
Cannibalization, apart from
In 2010, Argentina exported
310,000 tons of poultry meat to
67 countries around the world.
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P.O. Box 1217
Mansfield, Ohio 44901-1217
Phone: (419) 755-1011 • Fax: (419) 755-1251
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