Master Good to Say Goodbye to the Sága Brand

In 2020, Master Good, Hungary's largest poultry processor, acquired Sága, Hungary's leading poultry meat products company, the owner of brands such as Selyemsonka, Dino and Füstli, which celebrated its 25th anniversary this year. The last three years have been a period of technological investment, and now, Master Good says, it is time to put the Master Good brand even more prominently on the packaging. With this move, the company makes no secret of the fact that it will gradually say goodbye to one of Hungary's best-known brands, Sága. For the time being, consumers will see both brands on the products.

"With the acquisition of Sága, Master Good bought both a brand and a market, as well as the manufacturing capacity of the Sárvár factory," the owner and CEO of Master Good, László Bárány explains in a statement by his company.

"The group did not have a formulation factory before, and the acquisition allowed us to close the integration in the downstream segment completely. The time since then has been dedicated to improving the manufacturing technology. Master Good believes in modern production lines. In the case of Sága, the management has always been committed to quality, and we have provided them with the necessary capital. We have invested almost HUF 4.5 billion in machinery, and our products are not only available in Hungary, but also in the region," he adds.

Another change in recent years has been the source of raw materials. Sága used to make its products from purchased raw materials. Now, thanks to Master Good's poultry processing background, it uses only high-quality chicken raw materials from GMO-free production.

"For consumers, the Sága brand has an extremely high brand awareness, indeed, close to 100%. We know it is a brave move to let go of such a brand name. For the time being we have opted for co-branding, with both logos appearing on the products, but in the long term we will keep the Master Good brand. For consumers, this is the guarantee that they are choosing the products of a domestic, truly responsible, innovative company with more than 100 years of knowledge," László Bárány notes, explaining the reason for the move.

Master Good is 100% family owned. The Bárány family has been in poultry farming for 116 years, going back four generations, making it the oldest poultry farming dynasty in Hungary. The first generation to start the tradition was the estate poultry farmers of the Counts Széchenyi. Their commitment to the profession has been passed down from generation to generation.