Transavia brings new brand onto the market

Transavia, one of the biggest poultry producers, has increased its investment budget for this year by 3 million euros to 15 million euros, in order to sustain the expansion of its production, as well as to launch a new brand, Fragedo. The company’s new brand was created in partnership with the consulting company Brandient. Company representatives did not provide information on the estimated value of sales for this brand, but said that the launch of the brand would boost the company’s turnover by 20% to 50 million euros. “We invested in the actual branding process, but we had no additional costs,” said Transavia representatives. The company will invest 15 million euros this year in completing its semi-processed food factory, whose construction started last year, in expanding the slaughterhouse, in acquiring new equipment and in supplementing the car fleet. Transavia ended 2006 with a 42 million-euro turnover, down 16% against two years ago, due to the avian flu scare, and estimates a 20% increase in turnover for this year.