Master Good at the ANUGA Food Trade Fair

The balance of power in the global meat industry has shifted, with chicken meat emerging as the winner of the past decade. Returning from the ANUGA food industry trade fair in Cologne, László Bárány, managing director and owner of Master Good, said that the poultry sector is set to grow by at least 25% over the next ten years, and it is now clear that chicken has become the world's source of protein. The vegan hype is over, consumers have said they don't want it, Master Good said in a statement.

ANUGA is the largest global trade fair for the entire food industry – everyone from beverage manufacturers to the dairy and bakery industries to the confectionery industry is present, and the whole world travels here. There is no larger international food industry exhibition than this. Master Good's participation this year proved this According to László Bárány, "during the exhibition, visitors came to our stand from everywhere, from Australia to Africa and South America to North America, Europe and Asia. Looking at this alone, it can be said that the Master Good group of companies has now become a global company. Our true value lies not only in our finished products. Our company controls the entire chicken meat product chain, from the field to the consumer's table, and we can clearly explain this to our partners. It was extremely important for visitors to see how sustainably the plant where the products originate operates and that we carry out production at the highest professional level at every stage. He added: "In this rapidly changing world, where consumer trends can change dramatically in a single year, it is very rare for anyone to be able to react as quickly as we do. This is what makes us almost unique globally."

He emphasized that "ten years ago, we were knocking on the doors of international partners – today, they are coming to us," said László Bárány. "Master Good is now truly a global company: our products are sold in more than 40 countries, our export ratio reaches 75%, and our products can be found in almost every major market in the world. We are present on every continent except Australia and Antarctica. We manage our operations from Kisvárda, but today we are just as much a part of the global food chain as any Western European or American player. The group expects to generate sales of HUF 360 billion in 2025, which is equivalent to more than USD 1.1 billion. This volume is attracting attention all over the world. The fact that Master Good is now a company of this size also means that it is possible to build a globally competitive food industry company in Hungary."

This year's trends at ANUGA also showed that demand for poultry meat, especially chicken, is growing at an unprecedented rate worldwide. Due to the economic crisis and inflation, consumers are "shopping down," meaning they are looking for cheaper but high-quality sources of protein.

The Master Good CEO pointed out that "it is noticeable on every continent that inflation has shaken purchasing power, and in such cases, downtrading always begins, with people looking for cheaper products. Chicken meat is the cheapest source of protein globally, which is why we are seeing an unprecedented, explosive growth in demand. According to expert forecasts, global chicken consumption will grow by 2.5% annually over the next ten years, representing a 25 % increase over ten years."

He addd that "in the developing countries, rising living standards go hand in hand with increased meat consumption. For people, meat consumption is the first step towards a life of luxury. It's not cars or designer clothes, but being able to eat meat regularly."

The rise of chicken meat is spectacular not only in terms of quantity but also in terms of quality. Thanks to modern food industry technologies, more and more products are appearing that were previously only made from beef or pork. "There is a very strong trend that everything that was previously made from red meat is now made from chicken. Technology has advanced to the point where the difference in taste is almost imperceptible," the CEO stressed.

The company is responding to increased demand by expanding production: next year, they will increase production by 10 percent, while doubling their capacity within three years. "We are currently operating at full capacity, but demand far exceeds supply. This is a rare moment: our company is literally 'sold out'," he added.

One of the most striking changes at this year's ANUGA is that the previously fashionable vegan and plant-based products have virtually disappeared from the spotlight. According to László Bárány, the heightened expectations surrounding plant-based meat substitutes have evaporated in just a few years. "Two years ago, everyone was talking about veganism. Now no one cares. They tried it, didn't like it, and moved on. Today, meat consumption is not at all taboo; in fact, it is experiencing a renaissance," Bárány noted.

"The market has found a balance: people don't want to give up meat, but they want to know that what they consume has been produced in a responsible and transparent manner. Chicken is unbeatable in this respect. Consumers look at price, taste, and origin all at once — and chicken wins on all counts. This is not a trend, but a long-term shift back to natural proteins," he he highlighted.