History
The Way to the Primacy in the Region
In economic terms, meat industry represents the most important part of the foodstuff industry in Slovenia. Meat breeding represents 30 percent of agricultural production gross value, and the sector of meat processing industry accounts for one-quarter of turnover and employees and 20 percent of value added in the whole industry of foodstuffs. In this segment, Perutnina Ptuj is the largest Slovenian producer and exporter, achieving 75 percent of total annual Slovenian production of poultry meat, 45 percent of total Slovenian exports of meat and meat products, and 86 percent of total Slovenian poultry meat and products.
At present, there are over 300 thousand companies operating in the European foodstuffs sector, almost all of which are small and medium-sized enterprises. Large companies, accounting for less than one percent only, however, despite of their small number, provide for over one-half of total turnover. Perutnina Ptuj also belongs to a part of the large family of food industry, shaping the market in the region, which is shown also by its strategy on expanding the business and strengthening of its position in the area of South-eastern Europe. By its unique vertically integrated production, which is today performed already in Slovenia, Croatia, Bosnia and Herzegovina and Serbia, the Perutnina Ptuj Group belongs to a rather small number of poultry companies in the world managing all stages in the preparation of food, from the field to the table. Thus, it can daily provide its present and future loyal customers in more than 20 countries all over the world by quality, healthy and tasteful foods.
First, Expansion to Croatia
Perutnina Ptuj started designing its strategy on expansion to the markets of South-eastern Europe as early as in 1991, when the common Yugoslav market collapsed. In that time, we knew that we were a significant producer in the region and that, by following the planned strategy, we could not only succeed with re-establishing our market, but even increase our market share; therefore, we immediately started developing the plans on how to re-affirm our position in the region. Along this way, Perutnina Ptuj was able to rely on its quality and well recognised brand. Consequently, as early as in 2000, we bought a company in Croatia and established the first vertical reproduction chain »abroad«, under which we have supplied quality, healthy and tasteful food on the same conditions as in the production at home market.
Large Investments Abroad
We continued strengthening of our position in Bosnia and Herzegovina by purchasing a company in Srbac and implementing later the largest investment in Bosnia and Herzegovina – The City of Tastes, which became the most advanced poultry meat processing plant in the region. We continued the investment-intensive path in Serbia where we acquired a majority stake in the Topiko company, which today already provides Serbian consumers with the food holding the Perutnina Ptuj brand. Including the Serbian one, there are four vertical reproduction chains organised in the Perutnina Ptuj Group today, through which we have ensured a stable position of an important producer of foods of poultry origin in the territory of the South-eastern Europe, and an important food supplier in the European Union.
Timeline of Key Events
Quality, Healthy and Tasteful Food
The Perutnina vertical reproduction chains in Perutnina Ptuj act as a basis for the preparation of fully faultless foods, in every respect. Each bit of tasteful foods is prepared in the environment where nothing is left to coincidence. Namely, a vertical chain starts already with the cultivation and preparation of feeding stuff, as there is no single grain found of genetically modified (GMO free) food, and due to complying with ethical principles, there is no soy from the Amazon area (Non Amazon) used in the feeding stuff mixing plants. Careful control is continued through the whole food preparation process, where foods are made in the so-called QST (quality, safety, traceability) System, all the way to the shelves in shops.
The Trust Lasting over Hundred Years
At the end of vertical reproduction chains, there are products , which are obviously very much appreciated by consumers. Excellent foods, in which we have trusted for more than hundred years, and among which is also the most popular poultry sausage – Poli. The Perutnina foods are today conceptually firmly linked together by the marketing strategy of Naturally Fit, offering delicious foods, of a full taste, and adjusted to the time, to contemporary people living a modified, modern life style.
