January 14, 2008

Atria aims to dominate the Russian meat market

Finland-based Atria expressed its intention to come out as the leading or the second largest producer in the Russian meat market.

It currently is the leader in St. Petersburg with a market share of 21 percent. Majority of meat sales in Russia still take place at farmers' markets and kiosks.

Juha Ruohola, Managing Director of Atria Russia, explained that competitors especially in Moscow, may possess some advantage as they still operate in gray markets.

However, Atria's CEO, Matti Tikkakoski, is optimistic that the company's net sales in Russia will exceed EUR200 million (US$297 million) in 2010. The profit margin will be 5-10 percent.

Atria is selling all its products under the Pit Product brand in Russia. Recipes are based on local preference. The Atria brand may be launched in the future to market luxury products or ready meals.