Blog " Vlanel: quality, consistency, and success
Only a few days remain until the Sales Club Conference 2023, and the #SCCTALKS segment is becoming more and more exciting! Today, we introduce you to Vlanel, a white meat processing factory: absolute leaders in their field and part of the conference’s partner group. We spoke with Anelia Nedeva – owner and chief decision-maker responsible for the entrepreneurial choices that have led to the company’s sustainable success. Ms. Nedeva shared with us the advantages that set the brand apart from the competition and the secret behind its strong market positioning.
Could you tell us more about the history of Vlanel?
The company was founded in 1992, with its core activity being food trading. Seven years later, we started producing packaged chicken meat in a small workshop in the town of Radomir. The new white meat processing facility opened its doors in July 2006, and in 2009 we expanded our material base with a new receiving and dispatch hall, as well as cold storage chambers. We are proud that Vlanel is a company built and equipped entirely with our own funding and for more than 30 години присъстваме на пазара на храните.
The management policy is focused on product quality as well as process safety and hygiene. We operate with one of the first developed HACCP and GMP systems. Over the past five years, the company has held one of the highest standards for food safety and quality – BRC, which is maintained through independent annual audits.
Vlanel’s core activity is white meat processing. What technology do you use to produce your products, and what gives them an advantage over competitors in the sector?
The processing of white meat, in this case broiler chickens raised in Bulgarian farms, involves cutting the whole chicken into its anatomical parts – leg, wings, chicken breasts, back, bones – followed by deboning and/or skin removal from the legs and breasts. This is followed by the actual processing steps: tenderizing, seasoning/flavoring, breading, freezing in either static or spiral freezers, and packaging in various formats according to type, weight, and method. Our machinery park includes all possible packaging methods: trays with stretch film, PE bags, vacuum packaging, and modified atmosphere packaging. The freezing of our products is rapid/shock freezing, and what sets us apart is our unique Individual Quick Freezing (IQF) technology: each piece of meat is frozen separately on a moving belt at a temperature of -40°C, preserving the physicochemical characteristics of fresh meat. For end consumers, this process allows direct thermal preparation using conventional baking, an air fryer, or a standard deep fryer.
You mentioned that Vlanel holds one of the highest standards for food quality and safety – BRC. Can you tell us more about this certification and how you work to meet the requirements of such a high-level standard?
ChatGPT said: Certification under the clauses of the global food safety standard BRC (British Retail Consortium) represents the achievement of long-term goals related to the development of our company and our responsible approach to hygiene, quality, and the safety of every single product, as well as traceability throughout the production process. All monitoring plans, systems, and staff training programs, risk analysis, and control of critical points – HACCP, according to the Codex Alimentarius approach, the commitment of management, and its quality policy regarding the implementation of the standard’s requirements – are evidence of the team’s high achievements on the path to improving the products and services we offer.
The BRC standard is recognized by the Global Food Safety Initiative (GFSI), whose goal is to harmonize and unify international food safety standards.
In marketing positioning theory, there is the idea that every company has a product or service through which it seeks to establish market superiority over its competitors. What sets Vlanel apart in the market?
The “Specialties” series: boneless fillets in various breadings, BBQ wings, and spicy “Piri-Piri” wings, as well as hand-wrapped chicken products in pork casing. This series stands out for its “homestyle” recipes and was developed for the HoReCa sector and retail stores. The selection of high-quality chicken meat, spices, and a specific breading technology aligns with modern trends for healthy eating and exceptional taste.
What are the future plans for the development of your company? Can consumers expect the launch and expansion of new products and services?
Our plans are focused on developing new products in response to market demand, optimizing and automating production activities, enhancing our strong manufacturing and commercial practices, prioritizing consumer feedback, and ensuring the optimal positioning of our product range.
We ask every participant in our blog this final key question. Sales Club Conference was born as an initiative for mutual support among entrepreneurs—what is your key message to the business community for 2023?
We are living in unprecedented times – a complex geopolitical situation, extremely rapid development of technology and artificial intelligence, and a challenging environment for predicting the markets for raw materials, supplies, and services. Let us approach solutions with innovation and a comprehensive perspective, giving our best in the pursuit of improving our products and being a loyal partner with a vision for the future.
