Cherkizovo Group, Russia’s largest meat producer, has started offering Pava-Pava turkey products in new recyclable packaging in September. The switch to recyclable materials will reduce plastic waste by up to 4 tonnes per month and bolster the Company’s contribution to sustainability and responsible consumption in Russia.
In September, Cherkizovo Group started releasing products from its Pava-Pava brand in new recyclable packaging. Their wrapping comes with a ‘Recyclable Tray’ label, and the international recycling symbol, the Mobius strip, can be found on a tray’s bottom to prove it.
Currently, around 60% of Pava-Pava products are being sold in this packaging. In the past, the brand used polyvinyl chloride (PVC) – an almost unrecyclable material in Russia. Now, PVC has made way for polyethylene terephthalate (PET) – a plastic that can be partially salvaged and then recycled by specialist companies. Thanks to PET, the Company can now reduce plastic waste by up to 4 tonnes per month. And as the plastic recycling industry develops, waste will only decrease further.
Pava-Pava products are manufactured by Tambov Turkey, a joint venture between Cherkizovo and Grupo Fuertes (Spain). All of the brand’s turkeys are grown on modern farms located in ecologically pristine areas of the Tambov Region. Tender and exceptionally low in fat, Pava-Pava’s turkey products are an absolute must for everyone who loves to take care of their health.
According to the 2019 GfK Plastic Study, plastic waste worries 65% of Russians. The GfK Consumer Life study reported that 59% of respondents believe brands and companies should take responsibility for protecting the environment.
“As a modern brand, Pava-Pava shares consumers’ concern for the environment and shifting to recyclable trays is testimony to this. What’s more, we are now looking to see what other packaging items we can switch to recyclable materials. Caring for the environment is extremely important to us, and we will be devoting ever more attention to it in the future,” commented Victoria Baltais, Marketing Director for Fresh Products at Cherkizovo Group.
As a socially responsible company, Cherkizovo Group strives to use only the best packaging, in environmental, quality and safety terms. To optimize its purchases and supplier selection, the Company uses its very own Cherkizovo Lab, where extensive research is carried out into plastic films, trays, boxes, and transportation materials. Adopting high-quality modern packaging helps to increase the Company's geographical reach and boost customer loyalty.