Retail Distribution

Agama group successfully works on retail market since 1998. We can satisfy needs of our clients and consumers by supplying wide assortment of frozen products. Agama executes three main distributor functions – products’ sales to retail outlets, products’ delivery to retail outlets, products’ shelving and merchandising.
85% of Agama Group sales go through retail. According to 2008 data sales shares are as follows:
Federal retail chains   – 40%
Local retail chains  – 20%
Independent retailers

 – 25%

Agama works successfully and for a long time with major retail chains such as Metro C&C, Azbuka Vkusa, Alyie Parusa, Auchan, Billa, Viktorya, Globus, Kvartal, Kopeyka, Lenta, Magnolya, O’key, Ostrov, Paterson, Perekrestok, Pyaterochka, Real, Sedmoi Continent and others.

 

Agama

Brand Agama – is one of the leading seafood brands at Agama Group. Developed in 1998, today it became a strong national brand, successfully competing with others and being widely presented on shelves all over Russia, Ukraine, Kazakhstan, Belorussia and Moldova. According to RAI information (Moscow, 2007) Agama is the second best known brand among frozen seafood brands.
Basic principles working with Agama products:
* Quality system AFS – from place of catch till bringing product to customer;
* Knowing seafood – giving customers information about merits of different seafood;
* Understanding customers’ needs – providing best and in-demand seafood.
Agama’s concept reflects main idea of brand Agama – Superior Taste and Nutritional Value of seafood.
Agama products are premium segment products for those who choose the best. Agama presents wide range of shrimps, fish and other seafood from all over the world.
Only high quality ingredients are chosen for Agama. We implement new technologies that allow us to ensure high quality of products.
For example, high-tech shrimp catching trawlers process and freeze product right on board. That allows keeping all useful microelement in shrimps.
Patented double package – DoublePak helps bringing freshness of products to consumers and prevents snow accumulation inside the package.
Brand history
1998 – First Agama products launching on Russian market.
2000 – Whole assortment of Agama products comes from Germany (biggest producers Ristic and Morubel).
2001 – First loads are made to Ukraine.
2002 – Agama products could be found on shelves of major retail chains such as Metro C&C, Auchan, Sedmoi Continent, Perekrestok, Ramstor. First loads are made to North-West Russian region. Brand sales reach 68 million rubles per year.
2003 – Product line for catering is created. Start of sales in Ural region and Volga region.
2004 - Start of sales in South region of Russia.
2005 – Start of direct deliveries from Asia. First load to Siberian region is made. Brand sales reach 180 million rubles per year.
2007 – Product “Svezhest’ Arktiki” gets silver medal at World Food - international professional products’ and drinks’ competition;  “Snow Crab”, “Kamchatskaya” shrimps and mussels get bronze medal.
Geography of supplies is widened to Denmark, Thailand, China, Bangladesh, Indonesia, Turkey, Russia. Brand sales reach 906 million rubles per year.
Agama’s market share in warm water prawns is 40% (in value).
2008 – King prawns under Agama gets silver medal at international exhibition Seafood Russia for product quality.
New product line for retail is created – tiger prawns, fish and seafood. Re-branding is done to Agama.      

 

Bay of Plenty


Brand Bay of Plenty – is the most well known brand on Russian frozen seafood market. It was launched in 2003 having only 5 products in assortment. Sales of 2003 did not exceed 50 million rubles. Today there are more than 50 products exist in Bay of Plenty brand. According to RAI, 2007 research Bay of Plenty is the most recognizable brand among Russian consumers of frozen seafood.
Market positioning:
Bay of Plenty products have the best price-quality combination. This balance is reached by finding regions in the world where chosen products are widely spread. Besides we work with the biggest producers, whose production costs are minimized.
Assortment:
Brand Bay of Plenty is presented by 50 products in the following categories:
* Cold water shrimps;
* Warm water prawns;
* Seafood;
* Fish fillet;
* Fish products.
Growth:
During first years Bay of Plenty sales did not make up more than 10% of total company’s sales. Its growth rate was equal to company’s growth rate. Main targets at that time were package developing and new products creation. Starting from 2007 Bay of Plenty sales growth rate was much greater. It reached 280% per year compared to sales of 2006. Sales volume stepped over 1 billion rubles per year.
Geography:
Bay of Plenty products are produced by the biggest manufacturers in different countries: Russia, Germany, Thailand, Spain, Chili, China, Bangladesh, Myanmar and Vietnam.
You can find Bay of Plenty products on store shelves in Russia, Ukraine, Moldova, Kazakhstan, Belorussia, Latvia, Lithuania and Estonia.
Packaging:
Bay of Plenty is one of few Russian brands which have colored packaging. First design was done in Russia; photo of cooked product was used. Later, with the help of German specialists, new design was created. Large window on front side of the package (so consumers are able to see the product) became main element of it.  All information was located on paper header at the top of the package.
It was re-designed once again in 2006. Main design elements, such as logo and large window stayed unchanged. But full product information, recipes etc was added on the backside.
In 2008 first products in new package - DoublePak were created. This package allows to keep product’s temperature and to save it from freezing out.
Brand history:
2003 – Brand’s birth. 5 SKUs are in assortment from one producer (Germany). Products are launched in colored packaging.
2004 – Assortment is increased to 21 SKUs. First shrimps are added to the product line.
2005 – Sales are increased twice due to extended distribution.
2006 – Package redesign. First products are delivered from Asia. Assortment (number of SKUs) is increased twice. First bulk products appear.
2007 – Sales growth rate is 280% compared to level of 2006. According to RAI, 2007 research Bay of Plenty is the most recognizable brand among Russian consumers of frozen seafood. Products in new categories are created – king prawns and fish fillets.
2008 – Assortment is optimized. Number of SKUs decreased twice. First products from Russia are launched. Products in new categories are developed – fish products.
Medals and rewards:
* Shrimps «Otbornye 70/90» - silver medal Seafood Russia, 2007;
* Shrimps «Otbornye 90/120» - bronze medal Seafood Russia, 2007;
* Squid tubes – gold medal ProdExpo, 2007;
* King prawns 26/30 – gold medal ProdExpo, 2007;
* King prawns 50/70 – gold medal ProdExpo, 2007;
* Seafood mix – gold medal ProdExpo, 2007;
* King prawns 50/70 – silver medal WorldFood, 2007;
* Mussel meat – gold medal WorldFood, 2007;
* Seafood mix – gold medal WorldFood, 2007;
* Shrimps «Otbornye 70/90» - silver medal WorldFood, 2007;
* Cocktail shrimps 200/300 – gold medal Seafood Russia, 2008;
* Shrimps «Otbornye» - winner of popular vote and laboratory test in program “Kontrolnaya zakupka” (15.04.2008 ORT).

 

Di Mare

Di Mare Products are premium products that are chosen by people who are used to take the best from life, including seafood.
Di Mare – is a premium seafood brand belonging to Agama Group. It was launched in 2003.
Today it is one of very few brands on Russian market that combines high quality and affordable prices.
Production of Di Mare is located in Netherlands – country of long time traditions of European quality. Producer is certified according to strict standards of food safety BCR and IFS. This guaranties high quality of products.
Main principles working with Di Mare are:
- Thorough selection of raw materials and strict quality control from catching to shelving;
- Minimal amount of protective glazing. That means Di Mare offers not water but high quality seafood to its consumers;
-  Unique packing material “Skin Pack”. It allows not only saving nutritional value of products but also prevents snow and ice formation inside the package;
- Eighty years tradition of European quality and care for results.
Di Mare’s main idea is to bring seafood delicacies of high quality made upon highest European standards to Russian consumers.

 

Viva la Crema

Brand Viva la Crema is a leader in premium ice-cream market (take-home segment). In relatively short life it became real symbol of fine taste, high quality and favorite course for many Russian consumers.
   
Market positioning: Brand Viva la Crema is positioned as premium take-home ice-cream. As opposed to majority of imported competitors Viva la Crema is affordable to wide range of consumers, having very high quality at the same time.
Assortment:  Viva la Crema product line consists of 20 SKUs, chosen to meet major consumers’ preferences. There are not only loved for a long time tastes such as – pistachios, walnut, forest berries; but also special ones – apple with vanilla, tiramisu, peach passion fruit etc.
There are different types of packages such as 1300 milliliters trays, 800 milliliters trays, multipack, and specialties. Some of them don’t have analogs on Russian market.
Growth: Viva la Crema had 0.5% share in premium take-home segment of ice-cream in its first year of introduction to market. Sales volume did not exceed 20 million rubles. Average annual sales growth from 2004 till 2007 was 225%. Yearly sales volume got over half a billion rubles by 2007.
Geography: Viva la Crema ice-cream is produced in Germany on the biggest factory in Europe according to European quality standards.
Today you can find Viva la Crema ice-cream on store shelves in Russia, Ukraine, Moldova, Kazakhstan, Latvia, Lithuania and Estonia.
Quality: there are fresh fruits, natural milk, highest quality cream and real chocolate used for Viva la Crema production. Patented producer’s formula, which does not have analogs in Russia today, semi-automatic production with control at every production step guarantees first class quality.
Taste: Viva la Crema ice-cream has original cream taste, and it is very aerial. Fillings of fresh fruit bites and berries, real chocolate and nuts (5% on average) give exquisite taste to products.

 

Coppenrath&Wiese

Coppenrath&Wiese was founded in Germany in 1970. Today it is the biggest European producer of frozen confectionary. More than 1800 employees work in production. Company operates in 60 product sectors, that include cakes with icing and filling, baked cakes, strudels etc.
Usage of natural ingredients, combination of traditional recipes and new technologies guaranties the highest quality of products and good taste. 

 

Farm Frites

Farm Frites is one of the biggest french-fries producers and other potato products in the world. Farm Frites success secret is in high quality raw material, innovational production technologies and assortment that satisfies the hardest-to-please consumers.
Key dates:
1971 – Farm Frites is founded
1975 – First production line is launched in Oudenhorn, Netherland
1987 – First international sales office opening in Spain
1990 – Start of production in Laemmle, Belgium
1993 – Start of production in East Europe – Lembork, Poland
1999 – Start of cooperation with  J.R. SIMPLOT, USA 

 

Frenzel

Frenzel is one of the leading German producers of frozen products. Berries and vegetables are the biggest part of company’s production.
Frenzel today owns 3 factories in Sacsonia, Brandeburg and Turingia. There are 600 people employed by Frenzel. The production volume is more than 120 millions Euros per year. 

 

Frosta

Frosta is a very dynamic company. It is one of the leading companies in European market of frozen products.
There are three factories in Germany and one in Poland. There are several representative offices in Russia, Romania, Hungary, Check Republic, Austria, Italy and France.
Frosta’s assortment is represented by the following product categories:
- Ready-to-eat meals;
- Fish products;
- Vegetable ready-to-eat meals;
- Vegetables and vegetable mixes.

 

Globus

Trade mark Globus was registered in Hungary in 1924. Today this trade mark belongs to French agro industrial group CECAB, which also owns D’AUCY. CECAB group is a full cycle business. They do everything by themselves from seeds selection to production. Today CECAB is one of the leading companies among preserve producers and frozen vegetables producers.

 

Poppies

Company Poppies was founded in 1976. Today it is one of the biggest Belgian producers of frozen confectionary.
Usage of natural ingredients, quality control system, exclusive recipes – this all guaranties high quality of Poppies products.
Assortment is represented by the following products:
- Eclairs;
- Mini-Eclairs;
- Profitrolies;
- Chocolate cookies.

 

Wagner

Wagner Tiefkuhlprodukte is founded in 1969. It is one of the biggest producers of frozen products in Europe. Wagner has 33% share of German frozen pizza market due to strict quality control, constant usage of new ideas, proper marketing planning.
Secret of success is in: high quality of raw materials, strict quality control and employees’ high qualification. Wagner works with suppliers who can guaranty quality and food safety of raw materials. All raw materials go through microbiological and chemical analysis. Wagner uses only the best ingredients for fillings such as best cheese, real Black Forest ham, salami and bacon from the best producers. Tomatoes are delivered directly from Italy.
Wagner in Russia is represented by the following categories:
Wagner original – classic pizza;
Piccolini – unique mini pizzas
Big pizza – American style pizza.

 

ZaDel


Company Matreco exists for more than 15 year already. Its main occupation is picking, processing and selling of wild mushrooms and berries, which grow in ecological regions of North-West of Russia.
Matreco is one of the biggest companies working with wild mushrooms and berries.
Plants are equipped by fast freezing and packing equipment. Shock freezing technology is used in production. This allows reaching IQF quality. Freezing is done as close to place of picking as possible in order to save all nutritional value and taste of products.
Packing line allows making packages of different weight from 300g to 32kg. A production is done not only in all regions of Komi, but also in Kirovskaya, Arkhangelskaya region and Komi-Permyatskuy national districts.
Brand ZaDel is used for retail assortment and consists of the following products:
- Frozen mushrooms: boletus, orange-cap boletus, yellow boletus, agaric honey, chanterelle, mushroom mix.
- Frozen berries: cranberries, cowberries, bilberries, bog bilberries, black currant, red currant.

 

Mirital

Mirital’s production is located in Reutov (Moscow region) and operates since 1996. Close to 80% of total production are dumplings. Shock freeze technology is used in production. This technology allows to save nutritional value and good taste of products. It also helps to avoid using preservatives. Assortment is presented by two categories – dumplings and ready-to-eat meals.

 

Fazenda

Fazenda brand was specially created for Russian market.
High quality and tasty products under Fazenda are produced by Perdigao Agroindustrial S.A. – one of the biggest producers and exporters in Latin America.
In addition to products from chicken and pork company produces pasta, soy products and frozen vegetables.
Business is mainly concentrated on production of chilled and frozen products.
Perdigao Agroindustrial S.A. is a Brazilian company, founded in 1934. Today company exports its products in more than 70 countries all over the world.
Being one of the biggest food manufacturers it has 13 production centers on South and Middle West of Brazil, 20 distributing centers and representative offices around the world.
Fazenda’s product line is already successfully sold around the world. But for Russian consumers it was adjusted.
Products are presented in following categories: pasta, pizza and chicken products.
Fazenda – is the best choice for those who care about quality, taste and products variety. 

 

Chali

Chali works on ready-to-eat frozen products market for 17 years already. Assortment consists of ready-to-eat products, dumplings, pancakes etc. Chali products are made from high quality raw materials. Consumers who tried them once start to buy them on a regular basis.