Kaufland has launched a programme to promote local pork in Romania. Under the Țara Mea (‘our country’) label, used by Kaufland for its Romanian product assortment and associated initiatives, the retailer is co-operating with the Commission for Agriculture and Forestry and the Ministry of Agriculture and Rural Development.
To highlight the domestic pork products, Kaufland has established a ‘Romanian Shelf’ . The section will offer purely this kind of meat in an initiative involving more than 100 (more than 50% of all) small and medium-sized farmers in the country. This is understood to be the first national programme focussed on this category.
The Romanian Shelf is just one in a series of marketing programmes by Kaufland Romania, and just like the others – which range from food courts to the installation of a rooftop garden – they seem to all target the same goals: to lure in new shoppers, boost loyalty and improve the company's brand image. The latter seems to be the key purpose in all these developments.
Highlighting its co-operation with local farmers is something Kaufland has done before in several other markets, including Slovakia and the Czech Republic. The timing seems perfect to bring such an attempt to Romania. Not only to present the truly international retail chain Kaufland once more as a locally rooted company. Only a couple of months ago, the retailer was the target of an investigative undercover video that created a backlash amongst some Romanian shoppers. The video showed a man speaking Romanian claiming not to be served because of that, at a Kaufland foodservice facility in the Szeklerland region where most people speak Hungarian.
With the need to bolster its image in Romania, it is highly likely that we can anticipate similar marketing moves to come. Particularly in light of a recent report from financial newspaper Ziarul Financiar, according to which Kaufland Romania has seen sales drop in H1 2017 – its first drop in sales since entering the market.