Urban Russians demand more fresh meat
RUSSIA - Meat processing firm Kampomos has launched the first of its new high margin product range in Russia, aimed at growing demand for freshness and diversity among more affluent city-livers while also easing pressure from high costs, reports Angela Drujinina.Kampomos, a subsidiary of pan-European meat processor Campofrio, said it had launched a new range of premium ‘meat medallions’ in the convenience food category – a segment rising 15 per cent annually in Russia, according to analysts.
It said vacuum packaging gave the medallions a 30-day shelf-life, enabling the firm to move into fresh meat sector for the first time.
“Our research has shown that consumers prefer fresh products because the frozen ones lose their taste and sustenance. Our customers also don’t want to defrost products as this loses them valuable time,” said product manager Anastasia Bogush.
The target audience for Kampomos’ new medallions is working men and women (both singe and married) aged between 25 and 45 years with an income of around RUB12,000 (€334) – the higher end of the Russian market.
Source: meatprocess.com
5 May 2005
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