The company, however, has longer-established traditions and more extensive experiences in the field of livestock breeding because four generations of the owner family, the Báránys, have been dealing with poultry breeding for a hundred years.

Since production takes place in an integrated system that covers the entire process from cultivation to the final product, the company has full control over each phase of production. The company’s partners include almost all Hungarian hypermarket and supermarket chains.

The company’s products are distributed either under the hypermarkets’ and supermarkets’ own brand names or as Master Good products. The company supplies considerable amounts of raw material to McDonald’s in Hungary, Austria and Germany. Following the latest successful audit, opportunities opened up to supply Tesco in England. In order to meet the exacting criteria of the above-mentioned customers, no genetically modified organisms are used in the feed. Master Good’s environmental commitment is evidenced by the fact that the feed used does not contain any soy grown in areas where rainforests had been cleared.

Healthy Food in Focus

Demand for traditional flavours and foods came into focus by the early 2000’s in Hungary. After recognizing the situation five years ago, Red Master introduced its homestead free-range chicken on the market. Free-range chicken, which represented the revival of old traditions, was considered a novelty by the customers of supermarket chains.

The early period of the marketing of the free-range chicken was not without any difficulties because many retailers did not think that the Hungarian market was ready to embrace the premium, costly, product. The customers, however, proved them to be wrong. The initial sales of 100 kg per week today nears 20 tonnes, and our homestead chickens are available in all domestic and foreign supermarket chains in Hungary.

Following the food industry’s recent scandals, there has been a shift to products that come from reliable companies and which are branded. This tendency is expected to bring about favourable market developments for the company. Over the past one and a half years, a high-budget marketing campaign took place to popularize the products (through advertisements, supermarket promotions, gift campaigns, etc.). The company’s free-range poultry line is being gradually increased, too. The plans include the introduction of a reprocessed homestead chicken product as early as 2007.

“Mester” Sandwich Meats

The company started to market its sandwich meat products last autumn. According to the company’s commitment made during the introduction of the product, quality will never be sacrificed on the altar of profit.

The company’s motto: Premium quality at affordable prices. In the spirit of this motto, the company introduced its first sandwich meats under the brand name “Mester”. With its 79% meat content and long shelf-life, “Mester” poultry Vienna sausage set a new quality standard in the Hungarian market. The next members of the line were “Mester” poultry sausages, which come in paprika and cheese flavouring. They are special because they are made from breast meat, which makes them an option even for those on a healthy diet.

As this article is published, the company’s newest products, “Mester” turkey breast ham and chicken breast ham with red bell pepper are supplied to the supermarkets. They are available both in whole or sliced and gas-packed. Two kinds of liver pâtés are also introduced under the brand name “Mester”: one with red bell pepper and the other with chives.
The company aims to establish a new brand name in the sector with its latest products and make it known for its traditional flavours, affordable prices and high quality.

Trade magazin / 10 May 2007