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SCALING AS A CONSEQUENT STEP IN THE COMPANY DEVELOPMENT AND ONE OF THE MAIN RESULTS OF THE YEAR
08 January 2025
SCALING IS A CONSEQUENT AND NECESSARY STEP IN DEVELOPMENT OF ANY COMPANY STRIVING TO SOLIDIFY ITS POSITIONS IN THE SETTING OF THE MODERN ECONOMY AND EXPLORE NEW HORIZONS.
In 2024, Servolux GC took significant steps in this direction by implementing a number of projects aimed at business expansion. Thus, the company expanded its presence in existing markets, acquired and launched new manufacturing sites in Belarus and the Republic of Uzbekistan, and significantly increased its production output.
2024 was a record year for the meat processing industry, with production volume increasing by 32%. This opens up prospects for further development and entry into new export markets, including the HoReCa channel with its relevant and appealing product portfolio for partners. The implementation of investment programs aimed at increasing the production capacity of whole-milk products allowed the company to increase the share of processed milk to 90%, as evidenced by the growth of finished product output (+14%) and exports (+9.2%). An example of another effective investment program was the cooperation of Servolux GC with Chinese manufacturers of technological equipment. A project aimed at achieving import phase-out and reducing costs of packaging materials has been implemented: a workshop for producing our own labels has been opened.
Production performance is certainly reflected in the consumer evaluation of the product, which is manifested in the level of loyalty and demand for the brand. Today we can confirm that Petruha trademark, the company's master brand, manages to keep balance in a changing market by accepting changes and maintaining its fundamental principles based on high quality, innovation, reliability and convenience. According to consumer preference tracking data, 49% of poultry product consumers named the Petruha brand their favorite, a brand they choose to purchase most often. Loyalty (NPS index) increased by 3 points compared to the previous data point, and satisfaction (CSI index) was 86%, which reflects high compliance with customer expectations and needs, being an indicator of a successful market experience.
Understanding the importance of customer evaluation and focus on quality development gave rise to a new initiative by Zadneprovye OJSC, a Servolux GC affiliate. In 2024, an online project for reputation and review management was launched. The goal-setting of this business process is based on the commitment to a high level of consumer satisfaction and maintaining a favorable image of the retail chain, which has 292 retail outlets of various formats. Reviews are collected and analyzed on Yandex and Google platforms, which allows us to promptly respond to customer concerns and suggestions. Thus, the company not only maintains the loyalty among existing customers, but also attracts new ones, which is especially important for maintaining a leading position in the regional retail segment.
Over the past year, the company's footprint has expanded both in Belarus and abroad. Thus, Servolux GC now includes the Grodno-based Biocom company, a manufacturer of feeds, feed additives and specialized products for farm animals and poultry. An example of expanding business geography in the countries of Central Asia is a new project for the production of poultry products launched in Uzbekistan. Its architecture is based on an established "feed to finished product" business model. On November 4, 2024, the first manufacturing site was opened with the potential to create 300 new jobs. To reach the maximum capacity of the project, the plans include reconstructing the slaughter and processing plant, building a new disposal plant and treatment facilities. A pilot batch of compound feed has already been produced at the feed factory, and preparations are underway for certification in Uzbekistan. The plans include installation of a granulation line, construction of additional warehouses and laboratories. It is important to note that all new projects and business processes of Servolux GC are implemented by our own team, which has high competencies, extensive practical experience, and strives for ambitious new goals.