Brands which produce the most useful groats, flakes, flour
Material is available in English language. The translation was produced by “Translation Agency “Idiom”
It is a grocery production that nowadays is the key which opens the world of organic products to the consumers. It is more available for the consumer, because its organic markup in contrast to other groups of products is minimal – in some positions, it may be just 5-7%. At the same time, groats and flakes for many families are products of daily consumption.
BrandStory and “Organic Standard” prepared the rating of the most well-known manufacturers of organic grocery.
1-st place
The “Organic Original” company is founded in 2011 and is one of the pioneers of the Ukrainian organic market. The production of the company is produced under “Ecorod” trademark, and has European Organic Certificate and is marked with official logo of European Union Organics – “Eurolist”.
Organic groats, flour are released – there are more than 30 items in assortment, there is even spelt groats.
Also, they were the first to produce organic corn sticks with different flavors.
The slogan of brand: “Ecorod is an organic vegetable plot”.
“Ecorod” TM is widely presented in Ukraine in all organic products stores and national trade networks (Good Wine, Silpo, Ashan, Novus, MegaMarket etc.); and is sold in Europe.
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2-nd place
“Integrated Plant of Skvyra” of bakery produces the brand’s products. The enterprise is founded in 1931, and then actually the history of “Skvyryanka” brand started. The company exports nearly 40% of produced goods. It actively cooperates with world’s brands of children food Nestle, Heinz, Hipp, Danone.
They started to produce certified organic products in 2014, and have certificates of quality of “Organic Standard”, HALAL, “Cashrot”. According to the company, all raw materials for organic production are purchased from the certified farms. It is stored and processed separately from other products.
Organic groats and flakes have a big demand both in Ukraine and abroad. There are 11 items of organic production in the assortment: buckwheat, oatmeal, corn groats, flour and flakes.
They are presented in the biggest supermarket chains (Silpo, MegaMarket, METRO, Ashan, Fozzy, Novus etc.), in regional networks, stores of healthy food, organic stores.
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3-rd place
Trademark is new – created one year ago, and belongs to the “Agroecologiya” company which is the first and the biggest organic farm in the country. They have been working on organic technologies for more than 40 years; they are well-known in Ukraine and abroad. The company has focused on the production of raw materials before, but now it has come up to the market with finished products. Now there are almost 20 items of groats and flour in the assortment.
They are using only their own raw materials the production of which is controlled on every stage. The brand oriented on young and progressive people. It has bright design of packaging. The emotional name “Vo!” was improved with slogan “Organically tastes incredibly!”.
The plan – is to provide the consumers with bucket of daily products. Except the grocery and eggs which are on sale, dairy products will be produced, and the last stage will be meat processing.
Products Vo! can be purchased online in Winetime, Goodwine; in farm and organic products stores or order online.
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4-th place
TM was registered 8 years ago and belongs to LTD “DIAMANT LTD” Company”, which produces flakes, groats and other legumes products. There are 14 types of organic products in the assortment, including oatmeal.
Technologies are used in production: steaming, flattening and cutting of whole grain on the European equipment.
In addition to the classic flakes that needed being cooked, there are in the assortment instantly cooked flakes: oatmeal, buckwheat, barley, rice, rye and corn.
In 2013, the company passed the inspection of the certification body "Organic Standard" - received a certificate of producer of organic products and became one of the first certified producers of organic flakes in Ukraine. The production process meets the requirements of the international system ISO 22000.
TM products are sold both in specialized outlets, as well as in national and regional networks.
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5-th place
The trademark belongs to the “Organic Life” company created in 2011 and since the very beginning has started working only with the organic production. The company is engaging in production, distribution and import of organic products.
In 2014 the brand “ORGANIC COUNTRY” appeared. They have a big assortment of groats, flour, seed, grain for germination – there are 67 items of production.
All products produced under the “ORGANIC COUNTRY” brand are grown by Ukrainian farmers on the lands that passed organic certification and have corresponding certificate. The goods are carefully selected before they go on sale.
Presented in the supermarkets of trade network Varus, Vegetus, Eco-Lavka, online stores of healthy food.
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Methodology of rating formation
The trademarks were ranked according to three criteria:
Production volumes were estimated on the basis of information provided by the “Organic Standard” , statistical bodies and the companies themselves.
Representation of brands in retail chains: evaluated by marketing experts based on the information provided by retail chains, stores of organic and farm products, as well as manufacturing companies.
Media and PR brand activity: evaluated by monitoring results. The number and quality of TM mentions in the media, the number of publications, advertising and marketing events were taken into account; representation in social networks: the analysis of quality of content and activity of pages of the companies, coverage and involvement of the audience was carried out.
The openness of companies and readiness to communicate were also taken into account. Separately, experts (branding specialists) evaluated the overall concept of the brand, its semantic and visual component.
The rating was prepared with the assistance of "Organic Standard”
The material is available in English language. The translation was provided by the “Translation Agency “Idiom”