Three generations building community: Embutidos Peña Cruz, from Serón, wins the Asempal Social Commitment Award
Asempal grants its 2026 Social Commitment Award to Embutidos Peña Cruz, the family business that has been producing in Serón for three generations.
Automatic translation: this article was translated with artificial intelligence from the original in Spanish. Read the original
Three generations, one and the same village and the taste of the good old matanza (the traditional pig slaughter). Embutidos Peña Cruz, the family business from Serón, will receive the 2026 Asempal Social Commitment Award, as announced by the Business Confederation of the Province of Almería (Asempal), which will present its awards on Friday 16 October in Roquetas de Mar.
In this way, Asempal’s General Council wanted to recognise “the track record of a family business that, for three generations, has kept the centre of its production activity in Serón”. Its growth, Asempal adds, has helped to create jobs and opportunities in rural areas and to preserve a culinary heritage tied to the land. Its culture of equality and sustainability and its ongoing collaboration with social organisations in Almería were also taken into account.
And that is no small thing. Serón had 2,151 inhabitants on 1 January 2025, according to the INE, Spain’s National Statistics Institute, and in a village of that size, a company that has grown without moving away means jobs and life that stay in the Alto Almanzora (Upper Almanzora).
The same taste as ever
Peña Cruz makes homemade cured meats and hams from Calle Huerta in Serón. In its Turismo Almanzora listing, the company itself explains that its production process “differs little” from the one families used in the past in the traditional matanza. According to the profile it presented at the 2019 Salón Gourmets in Madrid, it was founded in 1984, and in that profile it highlighted its morcilla de Serón (black pudding), along with chorizo, salchichón, morcón, relleno de huevo and blanquillo. In 2025 it returned to that fair as part of the stand of Sabores Almería, the brand Almería Provincial Council uses to promote the province’s products.
And all this in a land of ham and cured meats: this summer Serón held the 30th edition of its Feria del Jamón y Embutidos (Ham and Cured Meats Fair).
A gala for the whole province
The 15th edition of the Asempal Awards completes its list of winners with Emilio Martínez Llamas (Almafrut Almería), in the Business Career category, and Caldererías Indálicas, from Venta del Pobre, in the Business Initiative category. In addition, the employers’ organisation will honour the professionals of INFOCA (Andalusia’s wildfire service) in Almería, ALCER Almería, the Clasijazz Foundation and the Association of Building Developers and Constructors of Asempal-Almería.
“This edition brings together business, territory, culture, social action, environmental protection and commitment to associations,” said the president of Asempal, Cecilio Peregrín. The awards ceremony will be held on Friday 16 October, at 12:00, at the Hotel Playadulce in Roquetas de Mar.
From elValle Actualidad, we can only celebrate that the taste of our land, and the determination of those who keep it alive in Serón, has been rewarded.
