Kaufland Romania has launched the country's first national pork programme, in partnership with the Tara Mea agricultural cooperative.
The programme, Raftul Românesc ('Romanian Shelf'), also has the support of Romania’s Commission for Agriculture and Forestry and the Ministry of Agriculture and Rural Development, and aims to increase the amount of locally-produced pork meat in Kaufland stores.
The programme will work with more than half of the small and medium-sized farmers in Romania, and provide them with the guarantee of purchasing pigs born and raised in Romania.
It aims to counterbalance the current trend, which sees about 60% of commercial pork coming from other countries.
As part of the programme, Kaufland Romania will introduce a shelf entirely dedicated to 100% Romanian products to its stores.
When the project reaches maturity, Kaufland Romania aims to buy over 60% of the pork in Romania, or more than 300,000 pigs per year.
"We want this programme to build a better future for Romanian farmers and Romanian agriculture, and over time to become a model of action," said Valer Hancas, corporate affairs and communication manager at Kaufland Romania.
"Our role as the largest retailer in Romania is to support Romanian producers. For Kaufland, collaboration with local producers is a group-level procurement priority and we are among the few retailers that offer over 50% of products in Romania."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine