PRIME CUT
Biernacki Meat Processing Plant (ZPM Biernacki) is one of the leading Polish suppliers of beef meat – half carcasses, quarters, muscle, giblets and other beef parts, as well as recently added processed beef products available under the brand ‘BeefMaster’. Piotr Sadowski writes for Industry Europe.
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tarting as a small company in 1993, whose basic activity covered the slaughter and de-boning of beef and pork, ZPM Biernacki has grown to become a large-scale factory where beef forms over 90 per cent of all meat being produced. While the Polish meat industry is on the one hand highly dispersed, with lots of smalland medium-sized meat factories operating on local markets, on the other hand around 80 per cent of the entire annual meat production in the country is concentrated within 8–10 market players. One such leading business is ZPM Biernacki. “The company recently undertook a major business strategy change,” explains Tomasz Kubik, the president of the board. “We were mostly involved in preparing half carcasses, 134 Industry Europe
quarters and other beef elements, packaging them with vacuum technology and supplying to customers who would then process them individually under their own brands. This meant that we were nearly anonymous to the end consumers. Thus the change in our strategy has involved a major investment in building our own new brand and introducing a range of exceptional beefbased products.”
Launch of BeefMaster The name of the new brand reflects the excellence in beef production which ZPM Biernacki has perfected over the years of its operations. “The creation of the new brand, in which we offer beef products packaged in ‘SKIN’ type vacuum technology, has
been one of the key developments for the company,” says Mr Kubik. “It has involved significant investments, both capital into appliances and technologies, and strategic, such as establishing a sales network cooperating with wholesalers and retailers. As a factory which was previously supplying significantly to other meat processing plants, which used our beef as the basis for their own subsequent production, we have had to implement new logistical solutions, appropriate to working more with the distribution channels.” Under the new brand, ZPM Biernacki has prepared a wide range of excellent products which, in most cases – such as bavettes, entrecotes, steaks, hamburgers, beef sausages and other offerings – contain
