Pick of the crop Pick

PICK OF THE CROP

Pick, Hungary’s biggest meat processor, was first established in 1869 when Mark Pick founded the predecessor of Pick Szeged Zrt. For a company to maintain a high profile in a tough market takes something special. Edina Beale investigates how Pick manages to do just that.

With an annual production of 48,000 tonnes, Pick Szeged Zrt is the leading Hungarian meat processing company. Since its establishment over 140 years ago, the underlying principle for the company has been to provide consistently high quality in all of its brands and product ranges. As part of the Bonafarm group, the country’s largest integrated agricultural and food processing group, Pick Szeged Zrt has the great advantage of using the highest quality raw materials supplied by the group’s animal husbandry and crop farming divisions.

Headquartered in Szeged, in the south of Hungary, Pick currently operates production plants in four locations throughout the country and subsidiaries and sales offices worldwide. The company carries out all meat and salami processing in Szeged, whilst in Baja, ham and paté products are produced. The factory in Pécs is responsible for boning and cutting processes, and in Alsómocsolád dry sausages are produced. Pick Szeged Zrt today employs around 2900 people and in 2011 generated more than HUF 60 billion.

Well-known brands

The company’s core product range consists of dry products, including salami and dry sausages; however, ham, red meat products, paté and bacon are also produced in large volumes, whilst the company supplies various meat products as well.

The company’s most important brand is ‘Pick’, the most well-known and well-loved Hungarian brand. Its leading product, the Pick Téliszalámi (winter salami) is a true Hungaricum. The uniqueness of this product is achieved using a secret recipe with the finest ingredients and a 100-day curing process.

Last year the company extended its dry products range with the Pick Báthory salami that has a true Hungarian flavour in two combinations: Delicacy and Paprika. In the seasonal smoked meat category, the Pick Békebeli frikandó ham, marinated with salt and smoked traditionally, and the Pick Békebeli walnut ham were introduced and were favourably received in the market.

Herz is one of the oldest and most popular Hungarian brands, recreated by Pick to become a fresh and trendy trademark whilst still maintaining the values of a traditional Hungarian brand. In recent times the company has continued the repositioning of the Herz brand and carried on strengthening the Herz brand name. The Herz Classic products are the latest developments; their market launch was set for October and already has strong media support, marketing materials and intensive tasting programmes. The leading product within this assortment is the traditionally cured, premium quality Herz Classic Winter salami. Based on a 120 year-old recipe, the salami is made with selected ingredients, unique herbs and traditional beechwood smoking technology. The assortment also includes well-known traditional products such as the mouldripened Herz Classic Budapest salami that is made using a traditional curing technology. A new addition to this assortment is the Herz Classic Páros sausage, seasoned with a harmonious mixture of paprika, garlic and cumin. In addition to their unique and tasty flavours, the products are allergen free so that customers with food allergies are able to consume them safely.

Stepping out from its traditional line of dry products, this year Pick developed and

launched the Herz Vital ham. This is a high quality, low fat product which is free from soy- and milk protein and from gluten, and therefore attracts health conscious consumers. In order to meet the increasing customer demand, the Herz Vital ham has two varieties: cooked, and smoked-cooked.

In August last year, the Herz Csemege salami and the Délhús Gála roasted ham manufactured by Pick received the Excellent Hungarian Food awards. In September, after winning the Hungarian Product Grand Prize for the 10th time, Pick Szeged Zrt won the Business Award in recognition of its continuous provision of high quality products. Focus on export

Around 40 per cent of Pick’s turnover is sold on foreign markets, but the company aims to increase its export activities. Last year this meant approximately 9200 tonnes of processed meat products, which was 1200 tonnes more than in the year 2010. The two most important markets are Germany and Russia.

In 2011 Pick achieved well above its expectations within the markets of Germany, Austria and Switzerland. In Russia, where Pick sells its products via its subsidiaries and local distributors, more than 2200 tonnes of products were exported last year.

A great result for Pick in 2011 was a longterm contract with a prominent Japanese business delegation, which will result in a significant export increase in the Far East. The company is also strengthening relationships with partners in China and Singapore.

The ultimate goal is to balance the export-import ratio whilst maintaining the level of domestic sales and therefore stabilising the company’s market-leading position in Hungary. As for the long-term future, the company’s 140-year history, its professional expertise and commitment to providing high quality products will help it continue to be the ‘pick of the crop’. n