Stefano Vlahovic: I am trying to do my best at what I do
— 2011-05-29 —

 Zolotoy Petushok offered its first nuggets in the late 90th with only a little product assortment being available to customers ten years ago. However the company took the challenge, picked the brand name associated with famous Pushkin fairy tale and kept succeeding by offering high-quality outstanding products.
Domashnyaya Skazka, the other PP brand, provided additional product-by-weight assortment. All together the company became the leader of chicken frozen food market both in Russia and Eastern Europe.
Stefano Vlahovich, PP leader, created a successful company and managed to succeed even in the most difficult time. His diverse background and leadership personality together with knowledge of six languages and wide travel and business experience formed the base for PP success. Being a President of Foreign Investors Association in Kaliningrad, as well as representative of Grotian Chamber of Commerce, and member of economic committee at Kaliningrad Governor he shares his vision and company success.
Russia in 1998: economy crisis following country default. PP was open in 1994 with first plant to be open in Kaliningrad region. Total annual produce volume -40.tons. Company increased its produce volume in 1999 by adding chicken meat with herbs line with overall total annual volume being 1682, 85 tons.
 

- Mr. Vlahović, how did you manage not only to overcome the crisis in end of 1998 but to succeed, to launch the production and raise the product volume?
- First lesson is to invest all available money. The crisis offers an opportunity where majority of resources like materials and labor cost are cheaper. It also makes it easy to get approvals and permits in the situation when lots of businesses stop their activities.

-Was the company’s success defined by lack of competition?
- Originally we picked the frozen food market niche with nearly no competitors and build our own infrastructure. The crisis factor with slower business activity offered us a chance to build a plant and start sales while other were planning to do so. The effect of starting business in crisis default let us speed us company’s development three times faster.
When being a board member of supermarket chain I did advice to get ready to start the line and launch when the crisis. Such common for Russia situation would allow to focus on specific goals and use advantages of crisis.
 -How did you start selling “Tyson Foods” in Russia?
While a student at Harvard I have been at Professor Goldberg’s lecture on Russian food market development where I met with Vice-President of “Tyson”, the largest meat processor and prepared food industry leader. I was offered job and has been leading Moscow office in 1994-1998. I enjoyed being a part of the team which successfully covered European market niche but decided to start my own company in 1998.
-Your company offers the large variety of ready-to-eat products, however I wonder if you and your family have them for dinner?
-Well, you would never watch the same show daily, right! My kids are the one who love ready-to-eat product; they eat them on regular basics. Various brands of Chicken Nuggets taste differently, they also use different ingredients. However great taste comes from the fact of how good the meat was frozen. The fast freeze technology allows to keep all vitamins and minerals.
Now days when both husband and wife have a job who is supposed to cook the dinner after work? We offer woman a freedom not to spend hours cooking while using outstanding products.
 -Do you have any ready-to-eat prepared food products?
-yes, our ”Natural” product line includes such items like “Grilled chicken wings” and “Chicken Drumstick, Grilled” which needs to be warmed up only. Women today can choose not to cook while still eat whole-food and easy-to-cook dinner or lunch.
 -2008 economic crises did not affected PP and the company continued building the next plant in Gusev, Kaliningrad Region. The first product line in Gusev was launched in 2010. What are your next plans?
-Beef and pork sectors are our next target. This highly competitive niche still lacks the upper and premium sectors so we would focus on deliver the high-quality frozen and prepared products.

-Do you see a chance for economic leap taking into consideration both economic crisis and Russian mentality? Can you safe the landing?
-I am optimist and believe in Russia otherwise I would not be here. I am trying to do my best at what I do and to do things differently with focus on best available quality.
There is always a chance to grow but it depends if you taking the action. When a mother of gifted child keeps watching TV and do nothing the child have no chance to succeed. Turn off your TV and act so Russia would have such chance.