May 9, 2024. Sântimbru, Alba. TRANSAVIA, the leader of Romania’s poultry market, has strengthened its position in the prestigious Brand Finance® Romania 50 ranking, 2025 edition, holding the most valuable brand portfolio in the food sector, with a total portfolio value of EUR 115 million, marking a +10% growth compared to last year. This remarkable performance is largely driven by Fragedo, the company’s flagship brand, which ranks 15th in the individual brand ranking, with a valuation of EUR 99 million and an AA- rating, reaffirming its status as the most valuable meat brand in Romania.

These results reflect consumers’ trust in local, safe, and high-quality products, as well as the strategic vision and consistency of the team behind Romania’s largest poultry producer—one that consistently does things the right way and remains faithful to its promise of delivering excellence, day after day.

"TRANSAVIA’s continued presence in the prestigious Brand Finance® Romania 50 ranking, with the most valuable food brand portfolio, is a strong validation of our long-term vision. It reflects the trust that consumers—who appreciate safe, high-quality chicken—place in us and in the high standards we uphold every single day. We are proud that, through Fragedo and the other brands in our portfolio, we actively contribute to building a modern, sustainable Romanian food industry that remains deeply rooted in local values. The exceptional performance of our 100% family-owned business reinforces what we firmly believe: excellence, when delivered consistently, becomes a benchmark for best practices across the industry," says Theodora Popa-Liteanu, Vice President of TRANSAVIA.

Ranked at the top of Romania’s food companies, 4th in the overall ranking by brand portfolio value, TRANSAVIA is surpassed only by two multinational beverage brands and one local IT&C retailer in the Brand Finance® Romania 50 list.

TRANSAVIA is also recognized as a strategic player in ensuring Romania’s food security, thanks to its fully vertically integrated business model, "from grain to fork," and its firm commitment to food safety. The company controls the entire production chain—from cultivating the grains used in poultry feed, to breeding, hatching, and growing chickens; from its own feed mill to modern, high-performance slaughterhouses; from meat processing facilities to the final delivery of products. It is the only company in the country that exclusively processes chickens raised in its own farms, thus ensuring full traceability and the highest standards of safety and quality.

Fragedo, the top-ranked meat brand in the Brand Finance®ranking, is a trusted symbol of quality and excellence for millions of consumers, from families to culinary professionals. Its wide range of natural, tasty products integrates easily into any lifestyle or balanced diet—from grill-ready chicken, boneless breast, thighs, wings, or livers, to ready-to-cook products like Fragedo Barbeque. With a focus on full safety, consistent high quality, authentic taste, and superior nutritional value, Fragedo has been recognized six years in a row as "No. 1 Brand for Kids" by Forbes Romania, and chosen by parents as “the most trusted meat brand (chicken, pork, beef, etc.)”.

As the market leader in poultry, TRANSAVIA also stands out for its smart innovations, such as SmartCook by Fragedo— Romania’s first AI-powered cooking assistant, which provides consumers with quick, personalized recipe suggestions based on their selected ingredients. Easily accessible by scanning the QR code on the packaging or via the company’s website, SmartCook is a practical tool for those in a rush who still want to enjoy delicious meals, or for anyone looking to build a quick and efficient shopping list.

Fragedo is also the only brand in its category to consistently promote authenticity and local production, having initiated the “Autentic Românesc” program. This initiative brings together valuable Romanian brands from various industries, including Artesana, Cramele Recaș, Monte Banato (Pangram Reșița), Mobexpert, Theodora Golf Club, Grandma’s Delights, Safala, and Solina Romania, in a collective effort to support the national economy and inspire consumers to choose locally made products, crafted with care and respect.

Brand Finance®is the world’s leading independent brand valuation consultancy, founded in 1996 to bridge the gap between marketing and finance. Each year, the company evaluates over 5,000 brands globally, across all sectors, and publishes more than 100 reports annually. A Brand Valuation Report provides detailed insight into assumptions, data sources, and calculations used to determine brand value. The brand portfolio ranking includes over 40 well-known Romanian brands, with the top 50 most valuable brands featured individually in the main ranking.