Produkty Pitania Company develops new forms of cooperation
— 2008-04-22 —

Produkty Pitania Company continues proactive development of cooperation with retail chains in the form of co-branding initiatives. Such initiatives involve the combination of Zolotoy Petushok trademark with specific retail chain trademarks to promote sales of jointly delivered products.  One of the two brands becomes an attribute of the other on the terms that generate benefits for both partners.

The approach Produkty Pitania selected in co-branding implies that the retail chain brand is supposed to become the vehicle for promotion of the Company’s brand attributes. The ratio of features attributable to one or the other brand varies in each co-branding initiative.

The first project of the kind was implemented in 2003 together with Kopeika retail chain and used the retailer’s brand of the same name for promotion of the products designed specifically for the project:

·        Fried shank and thigh

·        Barbecue wings

·        Vienna-style schnitzel under the retailer’s premium brand Restoria

The second major project was implemented in cooperation with Perekrestok retail chain. A number of the Company’s traditional products were included in the joint program with the retailer including:

·        Kiev-style Cutlet

·        Cordon Bleu with cheese and ham

·        Lasagna (meat, vegetables and mushrooms)

·        Spicy Wings

·        Nuggets with cheese

In cooperation with Kaliningrad-based chains Victoria, Kvartal, Deshevo, and Cash, Produkty Pitania produces the following meals under the retailers’ brands:

·        Traditional chicken nuggets

·        Chicken breast fillets in breading

·        Fried chicken thigh

·        Cordon Bleu with cheese and ham

An important milestone in the Company’s co-branding operations was the international co-branding project with Croatia’s famous Palace Hotel Zagreb. The project was the opportunity for Produkty Pitania to present its Zolotoy Petushok in the premium segment with the following products:

·        Stuffed squids with sauce and corn cake,

·        Beef roll in spicy sauce with fettuccini

·        Stuffed turkey breast with sauce and vegetable soufflé

·        Veal escalope with truffle sauce and fettuccini

·        Pork escalope with sauce and rice

·        Hunter style rump steak with dumplings

We are committed to introducing new and unique features in each of our co-branded products. Through continued expansion of our product portfolio and further improvement of existing recipes we achieve the objective of delivering high quality goods to all of our partners be it a retail chain or a food service operator and meeting their high standards, observed Damir Imamovic, Produkty Pitania Vice-President.