Launched in November 2017 as the first national 100 percent Romanian pork program, Kaufland’s Romanian Shelf is expanding.
As of today, the Romanian Shelf is available in Kaufland stores in Bucharest (Barbu Vacarescu and Basarab) and it will be present in all 119 hypermarkets on the network by the end of April, retailer’s officials stated in a press conference, Agriculture Minister Petre Daea attending the event.
Through the Romanian Shelf, the initiative increases the presence of domestic pork meat at the shelf in Kaufland stores, supporting the development of small Romanian farmers. Moreover, the Romanian Shelf is the only section on the market dedicated exclusively to local products and offers an extended range of 25 local pork products.
Thus, Kaufland plans to reach over 200,000 pigs taken per year, a target which gradually increases. For 2020, the retailer’s goal is 300,000 pigs per year.
Since the intitiative launching at the end of last year and until the Romanian Shelf implementation in the stores, “Tara Mea” Agricultural Cooperative, the company’s main partner in this program, has recorded an increase in pork meat business of over 45 percent, bringing together about 100 small and medium farmers in this category.
On this occasion, Agriculture Minister Petre Daea says he will not give up the “51 percent of Romanian food products in supermarkets” law, given that there are already retailers in the market that reach this percentage on certain categories of products.
”Here we have the proof that retailers accept this. Supermarkets such as Kaufland have over 60 percent Romanian products of pork meat,” Daea said.