Cherkizovo renames flagship brand
From this month, all its sausages, hams, delicatessen, vacuum-packed chilled meat, and other products made at the Cherkizovsky Meat Processing Plant will be housed under the same name, with a new logo to be included on products.
The group said the new brand would emphasise the link between its processed meat products and agribusinesses, "since the group’s main competitive advantage is making sausages out of meat from its own Cherkizovo farms".
Its slogan ‘Quality from farm to fork’ will reinforce this, it said.
Sergei Mikhailov, chief executive of Cherkizovo Group, said: "We grow wheat and corn on our farmlands in the Voronezh, Orel and Lipetsk regions, and this grain goes to our own feed mills. We are almost completely self-sufficient in feed, which guarantees biological security of our livestock.
"We breed more than 200 million broilers and more than 1.5m head of pigs every year. This means our meat processing plants receive farm-fresh chilled meat that has undergone strict veterinary control."
More than 300 products are manufactured under the newly-named Cherkizovo brand.
