Master Good selling not only products but ability as well

László and Péter represent the fourth generation in the Bárány family, who have devoted their lives to the poultry business. Today, the family owns a group of companies which has achieved complete integration from “land to kitchen tables”. László Bárány started his career in a co-operative poultry breeding enterprise, Hunnia Coop in 1977 and went on to launching his private enterprise at the end of the eighties. He established Baromfi-Coop Kft in 1996, which had become the largest poultry enterprise in the region within a few years. They tried to look for market gaps, which remained unnoticed by the big companies like Bábolna and Hajdú-Bét. Finally, they decided to begin breeding farm chicken in a natural environment. Master Good Kft. was established in 2001 to function as a food processing and trading enterprise. Subsequently, the fodder processing and broiler production divisions of Hajdú-Bét have also been purchased by the family, resulting in an integrated poultry production and trading facility. – We have not only survived 2006, but also succeeded in mobilising resources which would not have been mobilised under more pleasant circumstances – says László Bárány. A relationship established three years ago proved to be very helpful in surviving 2006. Following the purchasing of Hajdú-Bét, contact was made with Lakeside Foods which decided in 2006 to relocate part of its product development and production capacity primarily to Master Good Kft. , to the Petneház plant, where 50 products are developed and produced at the moment. Access to the UK market has been continuous ever since. In 2007, the assortment was expanded under the umbrella brand Master Good to accommodate convenience and processed meat products. The Mester product line had been developed and later premium category products made from farm chicken have also been introduced, like Tanyasi Sonka and „Babafalat”. They have also purchased the “Zóna” brand name recently, because they intend to expand their market share of lower price products as well. By 2007, the Master Good group has become the largest poultry enterprise in Hungary with total revenues of HUF 25 billion and processing over 20,000 tons of poultry annually. They have chosen strategic partners among retail chains, who are receptive not only to their products but their innovative abilities, as well. It is also their intention to establish a form of partnership with 3-4 domestic poultry enterprises in order to concentrate processing into facilities which can operate efficiently, because this is essential to survival in the very competitive EU market.