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Chicken fillet petelinka. What is this bullshit

MOSCOW, October 6 - RIA Novosti, Maxim Rubchenko. The Rosselkhoznadzor, having discovered dangerous bacteria and antibiotics in Petelinka chicken meat, demanded that the poultry farm be stopped. Producers shift the blame to retail chains. Experts believe that this scandal will in any case hit hard on the market position of one of the most popular brands. About how the cessation of the work of the Petelinsky poultry farm will affect prices in stores and what you need to pay attention to when buying chicken meat - in the RIA Novosti material.

What is this nonsense?

On October 3, the Rosselkhoznadzor submitted materials to the court, on the basis of which it requires sanctions to be applied to one of the largest manufacturers chicken meat - Petelinsky poultry farm. According to the department, in the company's products, presented in stores in Moscow, Moscow region and neighboring regions, dangerous bacteria (salmonella and listeria), as well as antibiotics, were found.

Salmonella is a bacteria found in meat, fish, milk and chicken. They, as a rule, live in the intestines of humans and animals, but are able to remain in food for a long time without dying when frozen.

Once in the human body, salmonella can become the causative agent of salmonellosis - a whole group of diseases, including typhoid and paratyphoid. Tens of thousands of people die from salmonella every year in the world, especially in countries with a hot climate and poor hygiene.

Listeria is another type of bacteria that is deadly to humans. They actively breed at low temperatures (from four to ten degrees), therefore they are widespread in northern countries.

In 2004, a group of Swedish researchers assessed the spread of Listeria in poultry, meat processing and fish processing plants in Scandinavia. Bacteria were found on almost all production facilities, and, as it turned out, most often (in 74% of cases) they live on the floors of poultry farms.

Once in the human body, Listeria accumulate in the spleen and liver and gradually penetrate into other organs and tissues, which can lead to serious consequences.

A recent case of acute purulent meningitis in an adult male due to Listeria infection has been reported.

As for antibiotics, they are today considered a necessary evil in breeding chickens, since the spread of infection among birds can destroy the entire livestock and bankrupt the enterprise.

The problem is that by using chicken meat with antibiotics, a person “accustoms” dangerous microbes to them that enter the body: as a result, it is much more difficult to cure a real disease.

"Guilty Merchants"

The Cherkizovo Group, which includes the Petelinskaya Poultry Farm, said in response to a statement from the Rosselkhoznadzor that it "understands the current situation, which seems somewhat strange." On October 3, the company "carried out additional research on the products of the Petelinsky poultry farm - no violations of the standards were found by experts."

The producers recalled that the last inspection of the Rosselkhoznadzor at the poultry farm was carried out in June 2018, according to the results of which no deviations were found.

The company notes: since the selection of products was carried out at retail outlets, "it is necessary to take into account the conditions of transportation and temperature regime storage in retail - the quality of products directly depends on these indicators.

In other words, according to the chicken manufacturer, the product has already deteriorated in stores or on the way to the counter.

Indeed, if the chicken is out of the refrigerator or in a poorly functioning unit, even for two hours, Salmonella and Listeria multiply rapidly.

So this could very well be the culprit. outlets. However, violation of the storage rules is in no way able to add antibiotics to chicken meat.

In addition, the Rosselkhoznadzor recalled that in May of this year, the Petelinsky poultry farm was already fined 300,000 rubles "for a similar violation."

Now the department through the court demands either the suspension of the enterprise for up to 90 days, or a fine in the amount of 700 thousand to one million rubles.

Caution won't hurt

Undoubtedly, a fine, even a millionth - best script for the company in this situation. Competition in the chicken meat market today is extremely high, and if Petelinka disappears from stores for three months, competitors will quickly take its place.

Direct losses should not be discounted either: the broiler production cycle is 42 days, so stopping production for 90 days is the loss of two generations of broilers, which will cost the company much more than a million rubles.

For consumers, especially Muscovites, the closure of the poultry farm will also be an unpleasant surprise.

According to experts, "Petelinka" today occupies about ten percent of the chicken meat market in the capital. The one-time disappearance of such a volume of production may push other suppliers to raise prices.

In any case, the reputation of "Petelinka" has been seriously undermined, consumers will treat the products of this brand with caution for a long time to come.

Unfortunately, without special equipment, it is almost impossible to determine whether salmonella or listeria are contained in chicken meat, since they do not affect either appearance nor the smell of meat.

The same applies to antibiotics. During life, the chicken was almost certainly fed with them, but in what quantities and for how long it lasted, whether the drugs had time to leave the body of the bird, you can’t see this in the store.

But violations in the transportation and storage of chicken are reflected in it quite clearly. The first sign of a spoiled product is an unpleasant odor.

The skin of the chicken carcass must be dry and clean. Slippery and sticky indicates that the meat is not suitable for consumption.

It is clear that in this case the carcass should be light in color and not have defects - scratches and bruises.

Fresh chilled chicken should be cooked within two to four hours of purchase. The maximum period from the point of view of safety is 10-12 hours.

The main measure of protection against infection with Salmonella and Listeria is careful heat treatment. It has been established that at a temperature of 60 degrees Salmonella die in 12 minutes.

Rosselkhoznadzor found salmonella, listeria and antibiotics in the products of the Petelinsky poultry farm. Will this be a step towards the safety of poultry meat on the shelves?

The news that dangerous and harmful substances were found in the Petelinka chicken literally shook the public. In Central Russia, for example, the products of the Petelinskaya Poultry Farm are sold in the vast majority of both chain and regular retail stores.

The problem with Petelinka is complicated by the fact that this case is already the second in 2018. Sampling was carried out by Rosselkhoznadzor in stores in Moscow, Moscow region, Ivanovo, Tula, Kostroma regions. Laboratory analysis even showed an unstable content of substances and bacteria - they were different from region to region.
The supervisory agency has already applied to the court demanding to suspend production at the Petelinsky poultry farm for 90 days and impose a large fine on the enterprise. Will the products of both Petelinka and other poultry farms become guaranteed safe now?

high flying bird

As stated in the message on the website of the Rosselkhoznadzor, in September the department submitted to the court an application to suspend the sale of products of the Petelinsky poultry farm, which is part of the Cherkizovo group. The reason for this was the discovery of antibiotics, salmonella and listeria in the company's products. All samples were taken in stores in Central Russia.

Appeals to the courts were filed by the Rosselkhoznadzor departments in Moscow, the Moscow region and the Tula region. Product samples were studied in the Central Scientific and Methodological

During the analysis, it turned out that the samples of poultry from Moscow, Moscow and Tula regions contain antibiotics. We are talking about the drug enrofloxacin. The carcasses containing the antibiotic were taken from the shop of OOO City Supermarket. Salmonella was found in samples from the shops of LLC "IKS 5 Hyper" in the Kostroma and Ivanovo regions. Listeria was found in the bird, which was on the shelves of the stores "LLC New World» in Moscow, Moscow and Tula regions.

At the same time, the Petelinsky poultry farm has previously come across for the content of antibiotics, listeria and salmonella in its products. In May of this year, the factory was fined 300 thousand rubles and ordered to eliminate the violations.

The Cherkizovo group, which includes Petelinka, was fined 800,000 rubles in August 2018 under another lawsuit from Rosselkhoznadzor. Then at the enterprise violations of sanitary and veterinary norms were revealed.

In particular, after checking, the specialists announced violations of the integrity of the packaging of a part of the dry components, violations sanitary conditions production, use of dirty equipment. The plant also found expired products and recorded violations of the rules for the collection, disposal and destruction of biological waste.

“Decrees of the Rosselkhoznadzor Department, which entered into force in September 2018, joint-stock company"Cherkizovsky Meat Processing Plant" brought to administrative responsibility. The total amount of fines under the two resolutions amounted to 800 thousand rubles,” the department said in a statement.

Rosselkhoznadzor this time demanded through the court to suspend the activities of Petelinka for 90 days or collect a fine from 700 thousand to 1 million rubles from the enterprise.
Note that enrofloxacin found in poultry is an antibiotic that is used, among other things, for the treatment of salmonellosis. That is, we can say that salmonella, on the one hand, and the remains of this antibiotic, on the other hand, indicate the use of drugs by the manufacturer in order to save livestock.

Salmonella is a bacteria that can cause typhoid fever and intestinal diseases. Listeria, on the other hand, indicates the presence of listeriosis, which affects the central nervous system, as well as the reproductive organs.

"Petelinka", indeed, is a "high-flying bird". The plant, located in the Odintsovo district of the Moscow region, has a capacity of 56 thousand tons of poultry meat per year. The Cherkizovo Group is generally the leader in the production of meat in Russia - its enterprises produced 615 thousand tons of meat in 2017.

The head of the enterprise, Sergei Mikhailov, warned earlier that the current production volumes are generally already very high, which is why demand should be increased, otherwise an overproduction crisis will begin, Vedomosti reported.
How will Petelinka be affected by the 90-day production limit? The President of Agrifood Strategies, Albert Davleev, believes that it is quite possible to meet this norm in order to destroy the existing poultry population, decontaminate poultry houses and eliminate the pathogens of salmonellosis and listeriosis.

Petelinka is also facing serious financial and image losses. According to experts, the company will lose up to 25% of turnover due to such downtime. But a much larger blow to the enterprise will be the loss of consumer confidence in the brand.

It would seem that the losses are already too large. However, they should also include penalties for outstanding contracts: for 90 days the company will not ship its products to suppliers, and under existing agreements it will have to pay penalties for this. In addition, the Rosselkhoznadzor is unlikely to limit itself to one check.

Experts will most likely continue to look for sources of infection in the poultry farm and will not curtail this activity until the origin of the bacteria is definitely established. In addition, the factory in the Rosselkhoznadzor is no longer without reason considered a violator-recidivist. The final chord could be new fines if the specialists of the supervisory department find any new violations at the enterprise.

Experts Food Industry previously noted that the more terrible the penalties, the more likely not only the fulfillment of the prescriptions, but also the prevention of the possible appearance in the products of both dangerous bacteria and harmful residues of “heavy” medicines. In this case, most likely, Petelinka's products will become cleaner. Although the question of the origin of hazardous substances in chicken is still open.

Also, the question remains open to what extent the “demonstrative flogging” of one manufacturer can serve as a warning to other colleagues in the shop. The problem of all large enterprises is well-established deliveries to retail chains, huge production volumes and billion-dollar contracts. In this situation, the producer is more inclined, for example, to treat part of the poultry population with an antibiotic in an emergency mode than to close the enterprise for a long time. Although this practice, as we see, goes sideways.

Brand: Petelinka

Tagline: Tender chicken from caring hands

Industry: food industry

Products: chilled poultry meat

Year of brand foundation: 2001

Owner: JSC Group "Cherkizovo"

TM "Petelinka"- the leading brand in the segment of chilled poultry meat in the Moscow market. Petelinka is the price leader in the super plus segment and is represented in almost all federal and local retail chains. The brand belongs to the Cherkizovo Group. The brand has a high degree recognition and customer loyalty.

Manufacturer positions "Petelinka" as the leading domestic brand in the super plus segment. Its distinguishing feature is high quality - the bird is grown in the most ecologically clean region of the Moscow region and has a minimum delivery time from the farm to the shop. It is also important that the products "Petelinka" never frozen - only shipped chilled.

Brand "Petelinka" got its name from the manufacturer's enterprise - CJSC "Petelinsky poultry farm", located in the Odintsovo district of the Moscow region.

The Petelinskaya poultry farm has existed in the Moscow region since 1965, when, by a resolution of one of the CPSU congresses, it was decided to make every effort to develop chicken breeding in the country. Then there were many twin factories with the same assortment. It is from there that marathon chickens with thin necks, lifelessly hanging from the shopping bags of Soviet housewives, come from. Petelinsky hens almost did not appear on store shelves. They were delivered mainly to the table of the servants of the people. The volume of production of Petelinsky chickens at that time barely reached 3,000 tons per year.

In 1997, the Petelinsky factory became part of the Cherkizovsky agro-industrial complex. Then the holding was interested in its products only as a raw material for sausage production. After the 1998 crisis, the cost of imports increased and consumers turned to domestic poultry products. From a raw material appendage, the company turned into a strong market player and in 1999 completely reoriented itself to the production and sale of poultry meat. The sales volume was about 6000 tons per year. began to develop its own retail network: the company opened branded stores, purchased tonars (car shops). There were funds to upgrade production facilities. But there were not enough own outlets to sell a large number of perishable products.

By 2000, retail chains and supermarkets were formed in Moscow. This channel quickly became a tasty morsel for the Russian food industry thanks to its format, traffic, and the number of purchases made per day. In addition, the level of income regular customers supermarkets is higher than that of market visitors.

However, there was only one way to effectively and effectively enter retail - having a recognizable trademark", - says Vyacheslav Chulkov, Marketing Director of Petelino Trading House.

In 2000, the Petelinsky Poultry Farm set itself the task of creating a brand that would allow it to take a strong position in the market. Moreover, it should be aimed at consumers with an income level above the average.

Project to develop a name and corporate identity petelinskoy products was launched in February 2001 in conjunction with the advertising group Depot WPF. The conducted studies have shown that the passion for their own trade was not in vain for Petelin. According to the results of the research, spontaneous knowledge of the products of the poultry farm was 14%, which, according to the creative director of Depot Alexei Fadeev, is a good indicator for a company that has not previously promoted its trademark.

After the development of options for the name of the product and their initial testing within the company for trial potential consumers eight titles were given. According to Fadeev, one of the most neutral variants of the brand name is "Petelinka"- was not chosen by chance. “Russian consumers were a priori suspicious of chicken,” says Aleksey. “The memory of miserable blue chickens that once lay on the shelves was still vivid. Loud names like “Miracle in Feathers” both liked and annoyed the majority of respondents.” Another one was found interesting feature. Of the options presented, the name "Petelinka" received the most positive feedback from consumers with incomes above average - target audience Petelinsky poultry farm.

After choosing the name, they changed the logo, and then developed design options and label forms with corporate identity elements for chilled products. True, at this stage, Depot WPF faced not so much the need to convince the management of the Petelinsky poultry farm and the Cherkizovsky AIC to agree to more radical changes, but the technical limitations of the production itself.

Based on the characteristics of the conveyor, the workers had only a few seconds to pack. Therefore, we had to abandon paper ribbons with a logo printed on them. "Petelinki" girdling the package with the bird, and limited to a triangular label. They began to promote a new trademark a year after the start of its development.

To promote the brand, both outdoor and television advertising are used. The main message of the commercials is the elitism of the Petelinsky chicken. For this, well-known TV presenters are involved in dubbing: Ksenia Sobchak and Tina Kandelaki. The producer sees young active women who love themselves as a potential audience for the commercials.

In November 2012, Cherkizovo Group presented an updated logo "Petelinki". The slogan of the updated "Petelinki"- "Tender chicken from caring hands."

Now the factory is equipped with modern Dutch equipment, and, in addition, a new separation principle for domestic poultry farming is used there. technological processes. So, the breeding farm and the industrial site are separated by a sanitary zone of 5 kilometers.

Brand range "Petelinka" includes: carcass, cutting parts, offal, minced meat and shish kebab in marinade.

Brand: Petelinka

Tagline: Tender chicken from caring hands

Industry: food industry

Products: chilled poultry meat

Year of brand foundation: 2001

Owner: JSC Group "Cherkizovo"

Brand "Petelinka" got its name from the manufacturer's enterprise - CJSC "Petelinsky poultry farm", located in the Odintsovo district of the Moscow region.

In 1997, the Petelinsky factory became part of the Cherkizovsky agro-industrial complex. Then the holding was interested in its products only as a raw material for sausage production. After the 1998 crisis, the cost of imports increased and consumers turned to domestic poultry products. From a raw material appendage, the company turned into a strong market player and in 1999 completely reoriented itself to the production and sale of poultry meat. The sales volume was about 6000 tons per year. Its own retail network began to develop: the company opened branded stores, purchased tonars (car shops). There were funds to upgrade production facilities. But there were not enough own outlets to sell a large number of perishable products.

By 2000, retail chains and supermarkets were formed in Moscow. This channel quickly became a tasty morsel for the Russian food industry thanks to its format, traffic, and the number of purchases made per day. In addition, the income level of regular supermarket customers is higher than that of market visitors.

However, there was only one way to effectively and effectively enter retail – having a recognizable trademark,” says Vyacheslav Chulkov, Petelino Trade House Marketing Director.

The project to develop the name and corporate identity for Petelin's products was launched in February 2001 in cooperation with the advertising group Depot WPF. The conducted studies have shown that the passion for their own trade was not in vain for Petelin. According to the results of the research, spontaneous knowledge of the products of the poultry farm was 14%, which, according to the creative director of Depot Alexei Fadeev, is a good indicator for a company that has not previously promoted its trademark.

After developing variants of the name of the product and their initial testing within the company, eight names were submitted to the court of potential consumers. According to Fadeev, one of the most neutral variants of the brand name is "Petelinka"- was not chosen by chance. “Russian consumers were a priori suspicious of chicken,” says Aleksey. “The memory of miserable blue chickens that once lay on the shelves was still vivid. Loud names like “Miracle in Feathers” both liked and annoyed the majority of respondents.” Another interesting feature was revealed. Of the options presented, the name "Petelinka" received the most positive feedback from consumers with incomes above the average - the target audience of the Petelinsky poultry farm.

In November 2012, Cherkizovo Group presented an updated logo "Petelinki". The slogan of the updated "Petelinki"- "Tender chicken from caring hands."

Now the factory is equipped with modern Dutch equipment, and, in addition, the principle of separation of technological processes, which is new for domestic poultry farming, is used there. So, the breeding farm and the industrial site are separated by a sanitary zone of 5 kilometers.

Brand range "Petelinka" includes: carcass, cutting parts, offal, minced meat and shish kebab in marinade.

In one of the cleanest areas of the Moscow region - Odintsovo, namely in the village. Chatsy, CJSC "PETELINSKAYA POULTRY FACTORY "PETELINKA" is located. Since 1997, it has been the main poultry asset of the Cherkizovo Group. The work of the poultry farm began in 1965. The factory initially produced "elite poultry". where party leaders were merchandised. For residents of Moscow and the Moscow region, Petelinsky chicken was a rarity on the table. Only 3 thousand tons of products were produced per year. It was difficult to get vacancies at such a specific enterprise. After 1997, production volumes increased significantly. Now the factory produces up to 40 % of broiler meat in the region Expanded range, started production of semi-finished products Information about the enterprise is available on the official website of the Group and many portals that cover the poultry industry in Russia.

The site where young animals are grown and the production facilities of CJSC "PETELINSKAYA POULTRY FACTORY" PETELINKA "although they are located from the village of Chatsy ( Odintsovo district), but are located at a distance of 5 km from each other. This complies with sanitary standards and makes it impossible to infect finished products in case of illness of hens on fattening areas. Job vacancies for employees are also strictly differentiated and the staff can in no way become a carrier of infection from the area of cultivation to production. The store receives only high-quality poultry cutting products and semi-finished products. The poultry farm annually produces 56 thousand tons of broilers in live weight. It is possible to buy laying hens at the price of the price list of the poultry farm. Details of the work and arrangement of production can be found in the factory section on the official website of the Cherkizovo Group.

Promotions from PETELINKA

Since 2001, only chilled chicken meat and its products under the Petelinka brand have been supplied to stores.

The brand is aimed at buyers in the super + price segment. He is different high quality. Carcasses and semi-finished products of TM "Domashnaya hen" are also produced. For job seekers at CJSC "PETELINSKAYA POULTRY FARM "PETELINKA", a small problem may be the lack of a list of positions on the official website. But the issue with a career can be easily resolved by personally visiting the personnel department of a poultry farm near Moscow. Promotions from the Petelinka poultry farm are constantly taking place.

Chicken fillet petelinka. What is this bullshit

What is this nonsense?

"Guilty Merchants"

Caution won't hurt

Promotions from PETELINKA

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