‘Ķekava’ products enter Swedish retail sector under the brand ‘Grannfågel’
The leading Latvian poultry producer AS Putnu Fabrika Ķekava (Kekava) has started marketing its products in Swedish retail sector under a new brand ‘Grannfågel’, created for Swedish consumers. AB Linas Agro Group has four poultry farms in Latvia and markets their production in the Baltic states under brands Kekava and Bauska, while the brand Top Choice Poultry is used for exports to other countries.
“For a Latvian producer, excellent quality is the only key to the Swedish market. Therefore, we are pleased that the poultry meat produced by Ķekava is the first Baltic-produced poultry that has passed the Swedish quality control and has reached the demanding Swedish customers. The meaning of the name “Grannfågel” is symbolic – in Swedish it means “neighboring bird”. Both geographically and in terms of quality, we are indeed Sweden’s closest partner in supplying the highest quality meat,” Andrius Pranckevičius, Chairman of the Board of Kekava says.
Starting from mid-June, “Grannfågel” products are available in major Swedish retail stores such as ICA, Coop and Hemköp, in total 25 stores all over the country. First, the product export will cover Stockholm region, and in the nearest future “Grannfågel” poultry products will be sold in Gothenburg, Malmö and in other Swedish cities.
“Swedish bird welfare standards and meat quality requirements are much higher than those required by the EU laws. To obtain an export permit in the retail sector, Ķekava has undergone repeated inspections and fully met all the existing Swedish quality criteria. We ensure high level of bird protection and welfare, completely salmonella-free products and, moreover, we are the only company in the Baltic States that are able to ensure healthy birds that are grown without antibiotics treatment,” A.Pranckevičius emphasizes.
Products produced by Ķekava account for more than 5% of the total poultry import to Sweden. Ķekava has already succeeded in the Swedish HORECA segment, where it has operated for more than 10 years. Last year, Ķekava obtained the permit from the Swedish responsible bodies and became the only meat importer to the Swedish public sector, including schools, hospitals and other public establishments. Overall, Ķekava will now deliver approx. 400 tons of products to retail and HORECA network per month.
Total export of Ķekava amounts to 48% of the production. Export to Sweden accounts for 41% of total export.
The total investment program of the company reached already 5.5 million euros, and the production model has been based on quality for several years with the goal to provide the highest quality meat for both the domestic market and for exports.