Hungarian poultry processor Her-Csi-Hús Kft. faced a double-edged challenge with its latest premium-line launch. In addition to implementing ambitious animal welfare and quality criteria effectively, the Bo-Csi Happy Chicken products had to achieve vital differentiation and credibility in consumers’ eyes.

Food for thought

Already supplying the Hungarian market with 10 million broiler chickens per year, Her-Csi-Hús Kft. is committed to sustainability, basing its activity on food safety, product quality and environmental protection. The Happy Chicken Animal Welfare Program stipulates standards that surpass existing European Union legislation. The program ensures vegetable-only animal feed, a spacious and light living environment for the chickens, and a growing process spanning 45 days, as opposed to the standard 35-day cycle.

Qualified for the job

The packaging used provides secure hermetic seals, preventing leakage and eliminating cross-contamination, the stretch-shrink-film offers abuse-resistance, neat appearance, excellent hygiene and 360° printability for maximum communication - a crucial branding tool. This has enabled quality printing of information on the Animal Welfare Program and on the premium products’ nutritional value, both key factors in positively influencing the consumer’s buying decision. Norbert Dupsi, Sales and Marketing Manager of Her-Csi-Hús Kft., comments, “The packaging has allowed us to differentiate our products on the market and we are so pleased with the results that we’re thinking about implementing this packaging for other products in our range.” István Oláh, Administrative Manager, adds, “The high quality of printing enhances the opportunities we have to communicate on the Animal Welfare Program.”

Her-Csi-Hús

Located in Hernád, near Budapest, Her-Csi-Hús Kft. has a tradition of poultry processing spanning almost two decades.
Today the company employs 330 people in two plants and has a 10 per cent share of the Hungarian broiler chicken market.
Enjoying an annual growth rate of 30% in its sales during recent years, the company had a turnover of HUF 8 billion in 2009. The home market absorbs 70% of its production volume, with the remaining 30% being exported, primarily to Italy, Switzerland  and Germany. Its premium-line chicken products, including Happy Chicken, are marketed under the Bo-Csi brand. Her-Csi- Hús Kft. continually invests in food technology, environmental protection and new manufacturing facilities to build foundations for a strong and sustainable future.

CEE PACKAGING