Rostov company VTD TD will spend ₽1 billion on semi-finished meat products

The agreement on the construction of the center with the regional government was signed last year at the St. Petersburg International Economic Forum (SPIEF-2022). The cost of the project of VTD TD LLC is estimated at 1 billion rubles: 300 million of its own and 700 million of attracted funds. A plot of land for the facility with an area of ​​14 thousand m² was allocated on the territory of the Sultan-Saly farm in the Myasnikovsky district of the Rostov region. The planned volume of semi-finished products is about 25 thousand tons. The investor promises to create about 220 new jobs.

According to the owner and CEO of VTD TD LLC, Sergey Vasiliev, the production and logistics complex will give impetus to the further development of the company for the uninterrupted supply of fresh MEAT products to the Rostov Region and the Southern Federal District as a whole.

The company, founded in 2014 and managing the 33 Chickens chain of 200 stores in the Rostov, Volgograd, Krasnodar and Stavropol regions, is experiencing a shortage of production space. According to the results of 2022, it increased its net profit by 2.3% year-on-year - to 47.5 million rubles with revenue of 9.6 billion rubles (+13%).

The own products of VTD TD LLC are put into circulation under the trademarks Myasnoy Ryad and Kazachya Ferma. The branded retail is expanding on the franchising principle. Branches have been opened in Krasnodar, Stavropol, Volgograd, Sochi and Crimea. There is a semi-finished product workshop with a capacity of over 10 tons of meat per day and a poultry farm in the Krasnodar Territory. Among the regular partners are Tambovsky Bacon LLC, GAP Resurs, Ellips LLC, and the Damate group of companies.

Major players in the meat market are seeing a steady increase in consumption of semi-finished products. Deputy General DIRECTOR for Sales and Marketing of the Damate Group of Companies, Darya Lashchenko, attributes this phenomenon to the trend towards convenience and speed of preparation and notes pronounced seasonal fluctuations in sales volumes. If minced meat andcutlets , then at the height of the grill season, steaks, marinated kebabs, kupaty and sausages are gaining popularity , and closer to the winter holidays - turkey ham, leg of lamb, duck tabaka.

The competitive environment in the semi-finished products market is quite dense, so the launch of a new trademark on the market is associated with significant investments in marketing, the agency's interlocutor notes. There are successful cases of local producers: they are well known and loved in their home region, but in the federal market, it is not easy for regional producers to withstand the fight against vertically integrated holdings that have strong brands, have formed an assortment policy and established supply chains.

A representative of the Rostov sausage plant Tavr of the Agrokom group specified that sales of frozen semi-finished products increased by 27%. The category is growing, as is the market segment, but regional producers inevitably find themselves under price pressure from holdings of the scale of APH Miratorg, ABI, OOO Shelf-2000, OOO Morozko. They are differentiating themselves from powerful competitors by developing products with unique trade advantages. It is important for them to find their place on the shelf, offering the consumer something unusual.

In particular, this year Tavr brought to market a line of chilled semi-finished products based on original recipes with added alcohol: “Ham in Whiskey Marinade”, “Ham in Red Wine and Chili Marinade”, “Ribs in Whiskey Marinade” and “Ribs in Beer Marinade”, and added dumplings with pork, beef and cilantro to the line of frozen semi-finished products.