Chovi
Chovi is a privately held Spanish family-owned food manufacturer founded in 1950 in Benifaió, Valencia, specializing in Mediterranean sauces (alioli, brava, ajonesa, mayonnaise) for retail consumers, food service operators, and export to 30 countries.
- Company typePrivate
- Founded1950
- HeadquartersBenifayó, Spain
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Chovi does
Chovi (legal entity CHOVI SL) is a privately held Spanish food manufacturer founded in 1950 in Benifaió, Valencia, by Vicente Choví and his family. The company specializes in sauces and condiments under Mediterranean culinary traditions, with a core portfolio centered on alioli (including the signature traditional mortar-made Alioli del Mortero), La Brava sauce for patatas bravas, ajonesa, mayonnaise, and barbecue sauce. The portfolio has expanded into ketchup, mustard, cheddar sauce, Caesar dressing, honey-mustard, ethnic sauces (including Argentine/Gaucho), guacamole under the Salseo sub-brand, and Chovi Cheff ensaladillas. Operations are concentrated at the Pol. Ind. Font de Musa headquarters and manufacturing site in Benifaió, with an in-house I+D+I (Research, Development, and Innovation) program supporting recipe formulation and ingredient sourcing.
The business operates a dual B2C/B2B go-to-market model. B2C revenue flows through retail distribution via Spanish supermarket chains and grocery retailers, targeting individual consumers for home cooking. B2B revenue comes through a dedicated food service division serving restaurants, bars, hotels, and catering companies, with ordering via a dedicated client portal (pedidos.chovi.com). A third channel — international export — distributes through local resellers to 30 countries, with Germany, Netherlands, and the UK as the most important markets; this segment represented 19% of total billing and exceeded 7.45 million euros in 2020, growing 33% versus 2019. Marketing is conducted across major social platforms (Facebook, X/Twitter, Instagram, LinkedIn, YouTube, Pinterest), a recipe blog, and newsletter communications, leveraging the 70-year brand heritage. The company operates without disclosed institutional investors, subsidiaries, or M&A activity, and maintains a family-ownership structure under the Choví name.
Revenue mechanics are conventional CPG one-time-purchase transactions through retail and foodservice channels, with export revenue accounted as a separate stream. Pricing is not publicly disclosed; consumer pricing is set through retail channel negotiations and food service pricing is negotiated directly with business customers. The company is privately held, registered in the Mercantile Registry of Valencia, and operates with 101-250 employees. Strategic positioning centers on brand heritage, authentic recipe formulation (e.g., free-range egg mayonnaise, Spanish-origin tomatoes in ketchup), and multi-channel distribution — with no disclosed AI, digital platform, or technology differentiation beyond standard e-commerce and CRM infrastructure.
Chovi firmographics
Firmographics- Name
- Chovi
- Legal name
- CHOVI SL
- Website
- https://chovi.com
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Chovi is a privately held Spanish family-owned food manufacturer founded in 1950 in Benifaió, Valencia, specializing in Mediterranean sauces (alioli, brava, ajonesa, mayonnaise) for retail consumers, food service operators, and export to 30 countries.
- Ownership category
- akta.pro rank
Chovi industry classification
Industry- Product category
- Sauces and Condiments
- NAICS
- Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Food Manufacturing (311), Other Food Manufacturing (3119)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Condiments, Sauces & Dressings (CRADAAAB)
- akta.pro secondary industries
- Salad Dressings & Vinaigrettes Manufacturing (AFAKADAC), Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Hot Sauce & Chili Sauce Manufacturing (AFAKADAE)
Keywords
Where Chovi is headquartered
LocationHeadquarters
- HQ city
- Benifayó
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Chovi business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Consumer Packaged Goods (Retail): Sale of packaged sauces and condiments through retail grocery chains and supermarkets for consumer home use
- Food Service: B2B sales of sauces and condiments to restaurants, bars, caterers, and hospitality businesses in bulk or foodservice packaging
- International Export: Export sales to 30 countries, representing 19% of total billing, with key markets in Germany, Netherlands, and England
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Chovi product offering
Product offeringCore offering
Chovi manufactures and distributes a portfolio of Mediterranean-style sauces and condiments — including alioli (garlic mayonnaise), salsa brava, mayonesa, ajonesa, ketchup, and barbacoa — under its own brand. The company serves both end consumers through grocery retail and professional buyers (restaurants, hotels, caterers) through food-service channels, exporting its products to 30 countries.
Product overview
Chovi is a Spanish food manufacturing company specializing in sauces and condiments, operating as a family business since 1950 in Benifaio, Valencia. The company offers a broad portfolio of sauce products centered on Mediterranean culinary traditions. Core signature products include Alioli (classic mortar-style and sauce variants), La Brava (authentic bravas sauce for patatas bravas), Mayonnaise, and Ajonesa (garlic mayonnaise). The product range extends across multiple sauce categories including Ketchup, Barbecue (American-style), Mustard, César Dressing, Honey and Mustard Sauce, Cheddar Sauce, Spicy Sauces, Ethnic Sauces (including Argentine/Gaucho sauce), and Guacamole (under the Salseo sub-brand). Chovi also produces salad-oriented products including room temperature and refrigerated salad sauces, dressings, and ensaladillas. The company exports 19% of its revenue to 30 countries, primarily Germany, Netherlands, and England.
Differentiator
Problem solved
Functional benefit
Products and services
- Alioli (garlic mayonnaise)
Quantifiable outcome
- 33% export growth in 2020 vs 2019
Companies that use Chovi
Customer profileSegments3 records
Ideal customer profiles3 records
Chovi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Chovi partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Aldeas Infantiles SOSminorChoví has partnered with Aldeas Infantiles SOS as a 'constructor de futuro' (future builder), donating 40,000 euros from sales of its 'allioli más solidario' (most solidarity aioli) to the Aldeas Infantiles SOS Day Center in Valencia. The partnership focuses on corporate social responsibility and child welfare.
- Too Good To GominorChoví has joined Too Good To Go, an app that helps fight food waste by connecting consumers with businesses that have surplus food.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Chovi competitors and assessment
Company assessmentDirect peers
- Tabasco (McIlhenny Company): Iconic hot sauce brand. Direct overlap with Chovi's Salsas Picantes product line and competes in European retail and foodservice channels for hot sauce shelf space.
- Calve (Unilever): Unilever's mayonnaise and condiment brand with strong presence in Benelux. Direct overlap with Chovi's mayonnaise, ajonesa, and salad dressing portfolio in key export markets (Netherlands, Belgium).
- Maille (Unilever): Premium French mustard and condiments brand owned by Unilever. Comparable in mustard and gourmet condiment categories; competes with Chovi in European premium retail and foodservice channels.
- French's (McCormick): American mustard and condiment brand owned by McCormick. Comparable in mustard, ketchup, and BBQ sauce categories; competes in European foodservice and retail channels.
Broad incumbents
- Heinz (Kraft Heinz): Iconic ketchup and sauce brand under Kraft Heinz. Overlaps with Chovi's ketchup, BBQ, and broader sauce portfolio; dominant competitor in Spanish grocery channels and European foodservice.
- McCormick & Company: Global leader in spices, seasonings, and condiments including French's mustard and a portfolio of sauces. Comparable across Chovi's BBQ, mustard, and ethnic sauce lines; competes broadly in European retail.
- Hellmann's (Unilever): Global mayonnaise and condiment leader owned by Unilever. Directly comparable product overlap (mayonnaise, salad dressings, sauces) at much larger scale; competes with Chovi in Spanish and European retail channels.
Emerging players
- Old El Paso (General Mills): General Mills' Mexican/Hispanic cuisine brand including salsas, taco sauces, and ethnic condiments. Overlaps with Chovi's Salsas Étnicas (Argentine/Gaucho) and salsa categories in European retail.
Regional players
- Carbonell: Spanish food brand best known for olive oil but also producing sauces and condiments. Regional competitor to Chovi in Spanish grocery retail with overlapping Mediterranean positioning.
- Ybarra: Spanish food company specializing in olive oil, mayonnaise, and sauces, based in Seville. Closest direct domestic competitor to Chovi in Spanish retail and foodservice channels with similar heritage positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Chovi social profiles
Digital presenceChovi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Chovi leadership team
Management profileNumber of profiles
Chovi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Chovi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Chovi
What does Chovi do?
Chovi manufactures and distributes a portfolio of Mediterranean-style sauces and condiments — including alioli (garlic mayonnaise), salsa brava, mayonesa, ajonesa, ketchup, and barbacoa — under its own brand. The company serves both end consumers through grocery retail and professional buyers (restaurants, hotels, caterers) through food-service channels, exporting its products to 30 countries.
Is Chovi a public or private company?
Chovi is a private company. It is classified as family owned and is currently operating.
When was Chovi founded?
Chovi was founded in 1950. It employs 101 to 250 people.
Where is Chovi based?
Chovi is headquartered in Benifayó, Spain, in the Europe region.
How does Chovi make money?
Three revenue lines are on record. Consumer Packaged Goods (Retail) is the primary driver. The others are food Service and international Export.
Who are Chovi's main competitors?
Direct peers on record are Tabasco (McIlhenny Company), Calve (Unilever), Maille (Unilever) and French's (McCormick). Broad incumbents are Heinz (Kraft Heinz), McCormick & Company and Hellmann's (Unilever). Old El Paso (General Mills) is listed as an emerging player. Regional players are Carbonell and Ybarra.
Does Chovi have an API?
No public API is recorded for Chovi.
What industry is Chovi in?
Chovi's product category is Sauces and Condiments. Its primary akta.pro industry code is CRADAAAB, Condiments, Sauces & Dressings, with a secondary code of AFAKADAC, Salad Dressings & Vinaigrettes Manufacturing. Its NAICS code is 311941 and its SIC code is 2000.