She pointed out that the establishment of the plant opens up opportunities for the company to increase the production and export of cottage cheese, as well as to offer various new delicacies in the near future. Of the total amount, 3.25 million euros were spent on the purchase of production equipment, 2.25 million euros on the construction of the workshop. Another 750,000 euros have been invested in an infrastructure development project, which is planned to be completed at the end of this year.
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Normunds Staņēvičs, the head of the Food Union in Europe, emphasized that the story of the changes in “Kārums” began with the need to increase the production capacity of cottage cheese due to the growing demand. He emphasizes that the company has seen potential both in further strengthening the “Kārums” brand in the Baltics, which has now become the “Kārums” home market, and in export markets, and in the development of the curd cheese category in new formats.
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“Today we can fully work in a new, large and sustainable production plant using modern production technologies. It is not for nothing that we call them the” new home “of” Kārums “. These are the more than 100 employees who work every day to create consistently delicious, legendary “These are also houses where you can come to get to know the story of” Kārums “. The new factory will be adapted to receive visitors to see the production as soon as possible,” said Stanēvičs.
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“Food Union” has also renewed the visual identity of the “Kāruma” brand – the packaging designs have been changed and the story of the brand has been clarified.
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“” Kārums “is the most recognizable and also the most bought dairy product brand in Latvia. Managing change is a great responsibility for the brand widely loved by our customers. Our goal was to respect and enhance” Kārums “almost 30 years of history and its place in buyers’ hearts. at the same time strengthening its key elements so that Kāruma fans would recognize the new packaging in stores and would be happy with the changes introduced, “explained Ieva Ražinska, Marketing Manager of Food Union.
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She expressed that every inhabitant of Latvia will have one of the “Kārums” products the most favorite precisely because of its taste. “They have to stay that way, so the recipes and tastes of the products remained the same. It’s already the same good old” Delicacy “, only more beautiful – it could be the best compliment we would be happy to receive from buyers,” said Ražinska.
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Kirsone-Kriviņa pointed out that the new packaging of “Kārums” retains the characteristic orange color of the brand, supplemented with a visible logo and easy-to-read product names for consumers to choose from the “Kārums” product range. For more accurate taste navigation, “Kārums” packages are now decorated with large berries, fruits and other additives.
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The public relations consultant noted that to the delight of the fans of the milk delicacy brand, the company has decided to return many of its favorite symbols since childhood – the crow, which will become the central image of the brand in a slightly different look. The crow embodies the values of the “Kārums” brand – authenticity, truthfulness, friendliness, lightness and simplicity. The image of the crow will appear on most product packaging in the future.
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“Along with visual improvements, we also gave” Kārums “a new social role, namely, to increase a healthy self-confidence in society, or the ability to look at oneself from the sidelines and” smile “. With its products and communication,” Kārums “will try to remind people sincerely and with humor every day that every situation can be turned for the better by saying a good word, giving praise, or simply treating with cheese, which improves the mood and allows you to feel valued, “revealed.
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Kirsone-Kriviņa stated that “Kārums” product portfolio currently includes 37 products, including cottage cheese, yoghurts, desserts, creams and cream cheeses, fresh cheeses, as well as ice cream. Cheeses in new packaging will appear in the Baltics starting on Thursday, while other products in new packaging – in the near future.
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The turnover of “Food Union” companies in Latvia last year was 114.3 million euros, which is 6% less than in 2018, the representatives of the group informed.
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The “Food Union” group unites the three largest milk processing and ice cream production companies in Latvia – “Rīgas piena kombināts”, “Valmieras piens” and “Rīgas piensaimnieks”, which is added to “Rīgas piena kombināts”.
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The group also has the largest ice cream producer in Estonia, Premia and Premia in Lithuania, the largest ice cream producer in Denmark, Premier Is and ice cream distributor, Hjem Is, ice cream producer in Norway, Isbjorn Is, ice cream producer in Romania, Alpin57Lux, and ice cream producers in Belarus. Ingman Ice Cream and Hladokombinat No.1 in Russia. In 2018, Food Union also opened two dairy and baby food plants in China. The Food Union employs more than 3,100 people.
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