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What are your customers’ expectations?

The taste is dictated by the market. In Poland, spices must be noticeable – pepper and salt, typical “our” flavors. Allergen issues are currently very important in production, which is also emphasized by audits, which are very detailed in this subject.

You mention allergens – how does taking care of such important issues for customers look like?

Some things can be introduced into the system. For example, when printing packaging labels, the names of allergens are printed right away. The part directly related to the production hall is more complicated and requires special attention – e.g. the order of production. One solution is to provide information in the form of specifi cations placed on stands for employees at the lines, so that they are closely informed about the nature of production every day. Not everyone can realize that we currently have 11 groups of allergens.

First SuperDrob TV campaign

The biggest challenges for 2019?

We need to increase our productivity. It is not only a matter of investment, but also in improving the quality of work. It is about training of operators and stabilization of the basic staff . Since we want to change the system into a fi ve-shift system, a lot of work is still ahead of us. Currently, we maintain production at the level of 2 thousand tonnes, and we want to reach 2.5 thousand tonnes per month. In order to make it possible, we must increase the number of staff and fi nd such employees who will stay with us longer. We are also awaiting a large investment in CF1 Division. At the turn of March and April one production line will be shut down and the freezer tunnel will be replaced. This will create a major challenge in terms of reorganizing the work during this time.

On 1 October 2018 we launched our fi rst advertising campaign.

Until the end of 2018, a new proposal for the company in the premium chicken segment was promoted in the media - Kurczak Sielski from antibiotic-free breeding. The activities included the main TV stations, Internet services and outdoor media in the eight largest Polish cities.

BRC (BRITISH RETAIL CONSORTIUM)

The BRC (British Retail Consortium) is an international standard for food safety. It is a set of recommendations for companies that are part of the food sector. The BRC certifi cate for the company is a confi rmation of high-quality products and safety for consumers. Similar assumptions apply to the IFS standard.

KURCZAK SIELSKI

Kurczak Sielski is a product of SuperDrob, addressed to more demanding consumers. It comes from rearing without antibiotics, grows slower than ordinary chicken and is fed with GMO-free fodder, in line with the expectations of Polish consumers, who are increasingly looking for natural, healthy and good quality products.

More on the website of Kurczak Sielski:  www.kurczaksielski.pl