Kaufland Romania has launched the Romanian Shelf – the specially designed area in the stores, where Romanian pork products are displayed separately, in order to urge customers to choose domestic products and thus to support local economy.
The Romanian Shelf is part of the first national program for Romanian meat, initiated by Kaufland, who thus reaches to over 800 pigs taken every day to supply the stores throughout the country with domestic pork.
Thus, Kaufland reaches more than 200,000 pigs taken in 2018, a quantity that is gradually increasing; the objective for 2020 is 300,000 pigs/year.
The Romanian Shelf is the only department on the market exclusively dedicated to domestic products and offers an extensive range of 25 Romanian pork products. The Romanian Shelf is available starting today in the Kaufland stores from Bucharest (Barbu Vacarescu and Basarab); by the end of April, it will exist in all of the 119 hypermarkets of the network.
Today, 60% of the pork from the Kaufland showcase comes from Romania; through this program, the company managed to reduce the import.
Through this program, Kaufland Romania guarantees to the Romanian farmers that it will fully take over the pigs raised in our country, providing support for development and counseling.
“Our mission through this program is to develop by a sustainable manner the national agriculture and the welfare of the animals in the supply chain, and to stimulate the domestic pork production increase. We hope this will be an inspiring model, because it shows us that we can find products from Romanian farmers on the shelves, at the highest quality standards” stated the Communication and Corporate Affairs Manager of Kaufland Romania, Valer Hancas (photo).
The program is a good example of successful cooperation between farmers and a modern retailer. In just a few months since the inauguration of the initiative, since November 2017, until the Romanian Shelf was established in the stores, Cooperativa Agricola Tara Mea, the main partner of our company in this program, recorded an increase of the pork business of more than 45 percent, gathering around 100 small and medium farmers for this category.
The program for more Romanian pork on the shelves, implemented by the stores under the Romanian Shelf, was inaugurated in 2017 by Kaufland Romania in partnership with Cooperativa Agricola “Tara Mea”, the Committee for Agriculture, Forestry and the Minister of Agriculture and Rural Development, in the desire to bring a solution to the fact that 50 percent of the traded pork was coming from other countries, and to support domestic agriculture development.
This is the first national program fully covering the circuit from farmers to shelves, and it includes two pillars: on the one hand, it fully collects the pork from the Romanian farmers, and on the other hand it provides them education for development.
By this program, Kaufland has introduced a quality standard for the Romanian product: the pork has to meet superior quality criteria that include issues related to cutting, weight, microbiological and packaging standards.