MHP adds 250 meat stores in a new retail chain
Ukraine’s biggest poultry producer MHP plans to launch 250 meat stores of the new Myasomarket chain in Kyiv by 2025. The company is also involved in 1700 stores in the Nasha Ryaba retail chain. However, the Myasomarket chain is a brand new format for the Ukraine market. “We have analysed where modern retail is heading and what the consumer preferences are. What is comfortable for them, what attracts the consumer and what repels them. And as a result, we discovered an interesting thing – the convenience store format is something that has long been a reality in the developed world, but not in Ukraine,” said Sergey Ivanov, deputy head of the MHP board for commerce.
At the same time, MHP has started to test the consumer preferences with a fast-food chain by opening a store in Kyiv in July 2020. This investment reflects a new strategy for MHP, who is now more focused on the domestic market. In the second quarter, the effects of the Covid-19 pandemic and quarantine measures resulted in significant market disruption, with a sharp decrease in demand for breast fillet in EU and MENA markets, MHP said in a statement on September 4. Total export volume was down 9%, but MHP was able to offset part of this loss by increased demand for poultry in the Ukrainian domestic market. However, price levels in both domestic and export markets were down as well. The average chicken meat price decreased by 16% year-on-year to $ 1.27 per kg, the company estimated. According to Dmitry Morozov, director of the MHP’s franchise department, convenience stores will also be launched in the near future in international markets.
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