27 May 2024. Sântimbru, Alba. Fragedo, TRANSAVIA's iconic brand, keeps on rising with one more position in the prestigious top published by Brand Finance® Romania 50, 2024 edition, being the best ranked brand in the food industry, with an appraised brand value[i] of 109 million euros. Up by almost 27% compared to the previous year, Fragedo ranks 14th, up by one position compared to the previous year, confirming consumers' appetite for safe and high-quality Romanian products

This outstanding performance reflects the vision and relentless efforts of Romania's largest poultry producer. Dedicated to excellence and continuously adapting to market needs, the team ensures full consumer satisfaction by providing safe, high-quality chicken products.

”We are proud that our iconic brand, Fragedo, is at the top of the most valuable brands in the food industry in Romania, ascending another position in the Brand Finance® Romania 50 ranking. Once again, we prove that day after day, we do everything exactly right, from grain to fork, earning and maintaining the trust and loyalty of consumers who choose our products for their families. This result underlines the commitment of our family-owned business, with 100% Romanian capital, to quality, safety and continuous innovation in the food sector, through which we act sustainably, providing both quality products and inspiration and best practice models for the whole industry", says Ioan Popa, President and Founder of TRANSAVIA

Fragedo, the chicken meat market leader[ii], stands out through an honest, consumer-driven approach, offering a wide range of safe, high-quality products that create an exceptional consumer experience. Key elements of this approach include flawless product safety and quality, diversity and versatility of the product range, honest communication without exaggeration or marketing gimmicks, extensive distribution and the courage to come up with innovations beyond the product.

The Romanian brand follows strict production standards and has implemented rigorous protocols to ensure the safety and quality of the products offered to consumers. From portioned products and ready-made specialties based on their own recipes, such as Fragedo Vin Prietenii la tine or Fragedo Deli, o traditional grilled chicken, boneless breast or chicken thighs, wings, drumsticks or liver, consumers are guaranteed to enjoy quality natural products that ensure superior nutritional values and an authentic taste that tastes as good every time.

Romania's best-selling chicken brand has conquered other markets where TRANSAVIA exports about 30% of its production. In addition, it is the only brand in the category that promotes the authenticity, quality and safety of local products, being the initiator of the "Authentic Romanian" program, which brings Romanian products and brands from various sectors under the same concept, collaborating to create a universe where Romanian consumers can be inspired while promoting the local economy. Partners of the program include TRANSAVIA, Artesana, Cramele Recaș, Mobexpert, Pangram Reșița - Monte Banato and Theodora Golf Club, companies united by the same values and the desire for sustainable development. With this programme, Fragedo goes one step further and demonstrates its firm commitment to supporting high quality local production and promoting Romanian brands, both in the country and on international markets.

In addition to the analysis of individual brands, the Brand Finance® Romania 50 report also ranks the 10 most valuable brands portfolios, calculated for those businesses using more than one brand in the market. In this ranking, Romania's largest poultry producer, TRANSAVIA, is placed at the top of the food industry companies in the 4th position, surpassed only by two other multinational beverage companies and a local IT&C retailer. Enhanced by a unique business model in the region, the 100% Romanian-owned family business that fully integrates its entire operation vertically, ensures quality, safety, and sustainability across the entire production chain—from grain to fork. This approach has driven a 9% year-on-year growth, bringing the cumulative value of the Romanian chicken market leader's brands portfolio to €113 million

According to the information included in the Brand Finance® Romania 50 report, "in contrast to the deceleration of the Romanian economy as a whole (growth of only 2% in 2023), the combined value of the 50 most valuable Romanian brands increased by 5.6% year-on-year to €7 billion".

Brand Finance® is the world's largest independent global brand valuation consultancy, founded in 1996 to connect brands to business profitability. The company evaluates more than 5,000 brands each year, worldwide and across all industries, publishing more than 100 reports annually. A Brand Valuation Report details the assumptions, data sources and calculations made to arrive at brand value. The top brand portfolios include over 40 well-known local brands, the most valuable of which are also featured individually in the top 50 most valuable brands in the country.

[i] Brand value refers to the present value of earnings specifically related to the brand's reputation. Organisations own and control these revenues by owning trademark rights. According to the methodology used, Brand Finance® Romania 50 assesses brand impact, brand strength (Brand Strength Index (BSI) which takes into account marketing investments, brand perceptions among different stakeholders, among which customers are the most important and business performance ), credibility of the projected brand value calculation.

[ii] according to reported sales for the fresh chicken category (value and volume) as estimated by RetailZoom for the years 2022 and 2023 for the food retail market - international networks (excluding Lidl).

[1] Brand value refers to the present value of earnings specifically related to the brand's reputation. Organisations own and control these revenues by owning trademark rights. According to the methodology used, Brand Finance® Romania 50 assesses brand impact, brand strength (Brand Strength Index (BSI) which takes into account marketing investments, brand perceptions among different stakeholders, among which customers are the most important and business performance ), credibility of the projected brand value calculation.

[1] according to reported sales for the fresh chicken category (value and volume) as estimated by RetailZoom for the years 2022 and 2023 for the food retail market - international networks (excluding Lidl).