Gradus adapts to shifting market trends

In Bulgaria, two key trends define the meat market: increasing per-capita meat consumption and a shift from red to white meat.

Shifting sales channels

Martin Dimitrov explains, “In Bulgaria, chicken sales have shifted away from small shops and distributors. Supermarkets now account for the largest share. At Gradus, we have moved along with this trend. Right across Bulgaria, the brand Gradus has a recognition level of 98%, which is close to Coca-Cola.”

Smooth product flow

In the new distribution line, chilled products are weighed and quality graded by JBT Marel’s SmartWeigher and IRIS systems. With their data, it is decided for each product whether it is to be cut up or graded and packed as a whole bird. Products selected for cut-up enter the ACM-NT line. The smooth product flow prevents congestion and disruption, ensuring continuous, inline processing. Products remain in their shackles throughout, simplifying logistics and significantly reducing manual labor.
Legs and wings go their own way to packing, while breast caps enter the AMF-i breast cap filleting systems, ending up as deboned breast fillets and tenderloins.

Higher volume, higher quality

“The goal of the upgrade was to improve efficiency, reduce labor, increase yield and volumes in the secondary process and to match the capacity to our primary process. That has worked out very well. As a result, we have even more operators on the line now, but with much higher meat production per man-hour. Their roles have changed from physical stress and intensive trimming to a more streamlined and effective operation,“ explains Martin Dimitrov. “The new JBT Marel systems are not only faster but also drastically improve the quality of our fillets and tenderloins. The smart design also reduces manual handling, which is better for our employees, and produces fresher, higher-quality products with longer shelf life for our customers.”

A common goal

Installation of the update went very smoothly. Extensive preparation by the JBT Marel and Gradus teams prevented unexpected surprises and ensured successful implementation. “The JBT Marel team showed professionalism, reliability, and high technological knowledge. Communication was pleasant on technical and personal levels. We had some challenges. Such issues are, however, expected with new systems and were managed effectively. That’s because everyone shared a common goal, which was the optimization of Gradus-1 to meet market needs,” confirms Martin Dimitrov.

About Gradus AD

Starting as a small poultry farming business under founder Ivan Angelov in 1992, Gradus has grown into one of Bulgaria’s largest and most recognized food companies. The company expanded, acquiring assets and integrating operations across the poultry supply chain. Today, Gradus stands as a fully integrated poultry company with activities spanning from breeder farms and feed mills to hatchery, processing and transportation.

Company website: gradus.bg