Meat specialist MECOM Group

MEAT SPECIALIST

The Slovak MECOM Group is a member of the Carnibona Group, the strongest and fastest growing player in the meat-processing sector in central Europe. Incorporated 20 years ago and based in Humenné, MECOM is now on a mission to reach customers further afield. Romana Moares reports.

The Carnibona Group, founded in 2008 by through the combination of a number of major meat processing companies with a long tradition in Slovakia, Hungary and the Czech Republic, is one of the key investment projects for Penta, one of the largest central European investors, which manages a portfolio of companies with total revenues of €4.9 billion (2014). Penta first acquired the number-one producer in Slovakia, the MECOM Group, followed by the Hungarian Debreceni Group, thus initiating a consolidation of meat-processing producers in the central European region, and creating the strongest grouping in the market. Schneider, the leading Czech meat producer, was added in 2012.

The Carnibona Group consists of three independent entities each covering one of the three markets. The Slovak MECOM Group operates two production plants, the same as Hungarian Kaiser, with Czech Schneider running a single meat processing plant in Pilsen. Of the 1300 people employed by Carnibona, about 900 work in the two Slovak MECOM plants.

“The reason for the consolidation of the three entities was the wish to utilise the benefits of synergy and to centralise the product portfolio,” says Ladislav Čechovič, marketing and sales director of MECOM Group. “Before, each plant offered more or less a very similar range while now each of us focuses on our strengths. However, all group departments are centralised from operations to marketing and sales, meaning each department has one director responsible for all three countries, using and applying the same reporting practices, processes and systems,” he explains.

Number one in Slovakia

The MECOM Group is the largest producer of meat products in Slovakia, with a 28 per cent market share. It operates two production plants, in Lučenec and in Humenné, both modern facilities which are upgraded and extended on an on-going basis. “Each year we invest considerable sums in increasing production efficiency as well as on installing new lines to maintain the high standard of our products as well as meeting the auditors’ requirements,” says Mr Čechovič, adding that each plant is fully IFC (International Food Standard) certified.

MECOM’s portfolio includes durable meat products, soft salamis, soft meat products and specialities. Its flagship is the fermented

product category, made in the Humenné plant, in which the company has the biggest market share. “We plan to further improve our position in this category,” confirms Mr Čechovič. “Another group which is growing is the ham category, for which we also want to provide more commercial support.”

MECOM knows the meat-processing sector very well and is continually looking to develop the most unusual combinations and

recipes; at the same time, with each new experiment emphasis is placed on sustaining traditional Slovak tastes. Great care is given to each ingredient and additive as well as to the packaging – they all must comply with the most stringent quality and health requirements. “We choose our suppliers carefully and engage only those who are able to provide the top quality that we require,” says the sales and marketing director.

In early 2016 the company opened a brand new unit – an Innovation Centre in charge of product development and innovation in line with customer preferences.

Innovation – the way forward

Generally speaking, the meat production market has been stagnant in most countries. While meat consumption is slightly falling in all categories, this is partly offset by rising preferences for quality and customers’ willingness to spend money on more expensive premium products. “In line with the current focus on healthy living, the trend is quite clearly moving towards higher-quality products with lower content of additives and preservatives,” Mr Čechovič confirms, adding that one category on the rise in all three markets is hams, with demand for fermented products growing also in the Czech Republic and Slovakia.

While central Europe remains the key market for the Carnibona Group, some products are successfully sold in other countries such as Russia, the Ukraine and Germany. Growing demand has been reflected in increased capacity at one of the Hungarian plants, the group’s largest investment last year.

The group’s strategy for the next three to four years is clearly set out: to become the producer with the lowest operating costs, bringing higher value to the market in the form of new products and innovations. “MECOM Group’s vision is to become the preferred supplier of high-quality meat products in central Europe and to inspire consumers to prepare good and tasty food,” Mr Čechovič concludes. n