Moscow, Russia – November 13, 2020 – Cherkizovo Group, Russia’s largest meat producer, is to back Healthy Eating – a new campaign launched by Russia’s federal agency for the protection of consumer rights Rospotrebnadzor. The Company will run a number of events aimed at promoting healthy eating among its customers and employees.
Cherkizovo Group will support Rospotrebnadzor’s campaign Healthy EatingHealthy Eating. The aim of the project is to motivate Russians to lead a healthy lifestyle by eating right. Among other things, the project will see people get together to prepare and publish the new recipe book Cooking Together. What’s more, the project has its own online portal – Healthy Eating 101. The portal brings together leading Russian scientists who give tips on how to ensure a balanced diet for the whole family.
The lack of a balanced diet is one of the key challenges facing modern Russian society. According to Rospotrebnadzor statistics, on average, Russians consume more calories than they burn. Across the country, 47.6% of men and 35.6% of women have excess body weight, whilst 19% and 27.6% respectively suffer from obesity. Russians’ consumption of salt, sugar and fat often exceeds the recommended daily amount, and they are not consuming enough fruit, vegetables, meat and fish. The Healthy Eating campaign is here to address this situation.
“No doubt, promoting a healthy lifestyle and healthy eating among the Russian people is a crucial task not just for the government, but also for socially responsible companies in the food industry. That’s why Cherkizovo Group considers it vital to lend its support to Rospotrebnadzor’s new campaign. As an industry leader, we are convinced that the consumption of meat should be both beneficial and enjoyable. We are ready to share our expertise,” says Anastasia Mikhailova, Head of Communications at Cherkizovo Group.
We will be promoting healthy eating not just among our customers, but also among our 30,000 employees working all throughout Russia. One of the ways we will be doing this is by organizing three-week training programs focused on improving nutrition (including webinars and regular consultations with experts). The aim is to help employees reassess their dietary habits and help them understand which products are better to avoid and which to keep. Moreover, we want everyone to understand that changing your diet is easy, fun and effective. Furthermore, Cherkizovo will run competitions for employees and customers, challenging them to come up with recipes that complement the healthy eating philosophy.
Cherkizovo Group is Russia’s largest manufacturer of meat products. The Group is a Top 3 producer in each of the Russian poultry, pork and processed meat markets. Cherkizovo Group encompasses nine full-cycle poultry production facilities, sixteen modern pork production facilities, nine meat processing plants, nine feed mills and 300,000 hectares of agricultural land. In 2019, Cherkizovo Group produced c. 1.2 million tonnes of meat and meat products. Its consolidated revenue was RUB 120.1 billion in 2019. The Company’s brand portfolio boasts such popular names as Cherkizovo, Petelinka, Kurinoe Tsarstvo and Pava-Pava. The Group’s key competitive edge is its vertically integrated business model, which includes all agricultural operations from grain growing to end-product manufacturing while also ensuring top quality across the production chain.