Serbia’s meat quality label will lift quality and sales

The launch of Serbia's meat quality label last month

The president of a key Serbian meat industry association has told GlobalMeatNews that a new meat quality label will help raise standards among her country’s manufacturers and processors, boosting sales at home and abroad.

Tamara Penjić, president of the Serbian Meat Quality Label Association, said the label would “contribute to the strengthening of export potential and the opening of new markets”. Penjić, also executive director of MI Carnex, a leading Serbian meat manufacturer, said: “The label will provide certainty for consumers both domestic and demanding foreign markets to receive a quality Serbian product.”

She explained about how the new ‘Serbian quality’ or ‘Srpski Kvalitet’ label would work for meat brands. Only products made of raw materials that originate exclusively from the Republic of Serbia can use the label. They also have to be distinctive as regards their chemical composition, physical, microbiological and organoleptic properties, production mode, use of raw materials and/or components, from other agricultural and food products of the same category, she explained.

“From experience we know that consumers are interested in buying a product that has a clear mark of quality and geographical origin,” she added, welcoming the participation by the Food & Agriculture Organization of the UN (FAO) and the European Bank for Reconstruction & Development (EBRD) in developing the system. “The label will provide certainty for consumers both domestic and demanding foreign markets that they have received a quality Serbian product”, she added.

Her association carries out pre-screening, identifies the quality features of selected products and submits requests to the Ministry of Agriculture and Environmental Protection for products to be allowed to carry the label.

So far, eight Serbian meat products have obtained the label: Carnex’s homemade whole meat bacon (Domaća mesnata slanina), its pâté incorporating chopped meat (Selection pašteta sa komadićima mesa), a pâté with smoked bacon (Selection pašteta sa dimljenom slaninom), and cabbage rolls, which include meat (Domaća sarma); Meat Industry Topola’s Kulen sausage (Kulen), and Izletnicka sausage; and Zlatiborac’s royal salami (Rojal salama) and chicken salami (Pileća delikates salama). Penjić stressed these products would not become more expensive just because their packaging can carry the label.

Branislav Nedimović, Serbian Minister of Agriculture and Environmental Protection told GlobalMeatNews that this action was “a perfect example of public-private partnership between the manufacturers and the government, where we have a completely independent quality control”. He hoped that the initial eight products’ labels would encourage other manufacturers to suggest additional products for registration: “This system will be further developed, and the three companies, the leaders in meat processing in Serbia, are just the start,” said Nedimović.

Related News

Minister of agriculture: Serbian quality label to help meat firms crack new markets

Serbia gets first national meat quality label

Investment in the Serbia's pork industry is seen as a potential boost for the country's economy

Germany’s Tönnies to invest €300m in Serbia’s pig industry

Slovenia's Perutnina Ptuj makes a range of chicken products, including sausages and pâté

Slovenian poultry processor doubles Serbian plant’s output, sales

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.