May 9, 2024. Sântimbru, Alba. TRANSAVIA, the leader in Romania’s poultry market, has strengthened its position in the prestigious ranking published by Brand Finance® Romania 50, 2025 edition, boasting the sector’s most valuable brand portfolio[1], with a cumulative value of 115 million EUR, up +10% from last year. This remarkable performance is significantly supported by Fragedo, the company's flagship brand, which ranks 15th in the top of individual brands, with a valuation of EUR 99 million and an AA- rating, confirming its position as the most valuable brand in the Romanian meat industry.
The results reflect consumer confidence in domestic, safe, and superior quality products, as well as the team's strategic vision and consistency. Romania's largest poultry producer, which always does things exactly right and remains true to its promise of consistently delivering excellence.
„The fact that TRANSAVIA is present again this year in the prestigious Brand Finance® Romania 50 ranking, with the most valuable brand portfolio in the food industry, represents an important validation of our long-term vision. It is a recognition of the trust that consumers, who appreciate safe and high-quality chicken meat products, place in us and in the high standards we commit to every day. We are proud that, through Fragedo and the other brands in our portfolio, we actively contribute to the consolidation of a modern, sustainable Romanian food industry that is deeply connected to local values. These exceptional performances of our family business reconfirm what we strongly believe: excellence delivered consistently becomes a benchmark of best practices for the entire industry, states Theodora Popa-Liteanu, Vice President TRANSAVIA.
Positioned at the forefront of Romanian food industry companies, ranking 4th in the top of the most valuable brand portfolios, the 100% Romanian-owned family business is surpassed in the Brand Finance® Romania 50 ranking by only two multinational companies in the beverage sector and one local IT&C retailer.
TRANSAVIA is a recognized strategic player in ensuring Romania’s food security, thanks to its vertically integrated 100% business model, from bean to fork, and of the firm commitment to food safety. The company controls the entire production chain, from the cultivation of grain for chicken feed to breeding, hatching, and chicken-raising farms, from the compound feed mill to modern, high-performance slaughterhouses, the chicken meat processing plant, and finally the delivery of finished products. It is the only company in the country that exclusively processes chickens originating from its own farms, thereby ensuring complete traceability and high standards of safety and quality.
Fragedo, the top-ranked meat brand in the ranking Brand Finance®, is a trusted benchmark of excellence for millions of consumers, from families to culinary professionals. The diverse range of natural and tasty products is easy to integrate into any lifestyle and balanced diet: from whole grilling chicken, boneless breast, legs, wings, or livers, to ready-to-grill products, such as Fragedo Barbeque. With an approach centered on absolute safety, consistently high quality, authentic taste, and superior nutritional values, Fragedo it has been recognized for six consecutive years as „No. 1 Brand for Kids by Forbes Romania, being voted by parents as „the most trusted meat brand (chicken, pork, beef, etc.)”[2].
The leader of the chicken meat market also stands out through the useful innovations it proposes, such as SmartCook by Fragedo, Romania's first AI cooking assistant, which suggests quick and personalized recipe ideas to consumers based on their chosen ingredients. Very easy to access by scanning the QR code on the packaging or directly on the company website, this assistant is a practical tool, especially for those in a rush but passionate about good meals, or for those who want to quickly make efficient shopping lists.
Fragedo it is the only brand in its category that consistently promotes authenticity and local production, being the initiator of the „Autentic Românesc” program. This brings together valuable Romanian brands from various industries, such as: Artisan, Recaș Winery, Monte Banato (Pangram Reșița), Mobexpert, Theodora Golf Club, Grandma’s Delights, Safala poem Solina Romania, in a joint effort to support the national economy and inspire consumers to choose local products, made with care and respect.
Brand Finance® it is the world's largest independent brand valuation consultancy firm, founded in 1996 with the purpose of connecting brands to business profitability. The company evaluates over 5,000 brands each year, worldwide and across all sectors, publishing more than 100 reports annually. A Brand Valuation Report details the assumptions, data sources, and calculations made to arrive at the brand value. The brand portfolio ranking includes over 40 well-known local brands, the most valuable of which are also presented individually in the main ranking of the country's 50 most valuable brands.
