Fragedo rises into the Brand Finance® Romania 50 2026 elite, reinforcing the strength of the TRANSAVIA brand portfolio
This achievement comes in the year TRANSAVIA celebrates 35 years of activity, during which the company has consistently built one of the strongest business models in the Romanian food industry: a fully integrated operation, from grain to fork, with wholly owned facilities, as well as the most valuable brand portfolio held by a local food producer. With a combined portfolio value of EUR 126 million, according to Brand Finance® Romania 50 2026, TRANSAVIA consolidates its 4th place among Romania’s most valuable brand portfolios, the highest position achieved by a food company with 100% Romanian capital.
„The performance of TRANSAVIA and our Fragedo brand confirms an increasingly clear trend in consumer behavior: trust is not earned overnight or through self-promotion; it is built over time. The brands that remain relevant are those that consistently deliver high quality, do things the right way, and communicate honestly and transparently. We have built this company as a family business, without shortcuts, guided by vision, discipline, and a commitment to doing things properly regardless of external pressures, while remaining responsible toward people, partners, and the communities in which we operate. Our position in Brand Finance® Romania 50 2026 confirms that true performance comes from growing while remaining relevant, credible, and chosen by people year after year”, said Theodora Popa-Liteanu, Vice President of TRANSAVIA.
Today, TRANSAVIA is the leader of Romania’s chicken meat market and one of the country’s largest food producers with Romanian capital, exporting approximately 30% of its production to international markets. With more than 2,300 employees and operations across 9 Romanian counties, the company is a significant contributor to the state budget through direct taxes generated by its profitability, as well as through the broader economic impact of its activities, from direct and indirect employment to continuous investments in production development, modernization, and community growth.
Fragedo chicken is produced within a fully integrated system, from grain to fork, through wholly owned facilities that enable complete control over every stage of production. The chickens originate exclusively from TRANSAVIA’s own farms (breeding, hatchery, and grow-out operations) and are fed using feed produced in the company’s own feed mill by veterinary nutrition specialists, based on cereals and sunflower grown by its Crop Division. The chickens are processed in the company’s state-of-the-art slaughterhouses and modern processing plant.
Every stage is monitored through rigorous testing and quality control systems in the company’s five in-house laboratories, which track numerous indicators for both raw materials and finished products, ensuring complete safety and traceability. The diverse portfolio of natural and flavorful products fits easily into any lifestyle and balanced diet, ranging from whole chickens, boneless breast fillets, drumsticks, wings, and chicken livers to seasoned, ready-to-cook products such as Fragedo Urban Delights and Fragedo Crunch Your Lunch. Through its focus on uncompromising safety, consistently high quality, authentic taste, and superior nutritional value, Fragedo has been recognized for seven consecutive years as “No. 1 Brand for Kids” by Forbes Romania and chosen by parents as “the most trusted meat brand” among brands addressing the needs of children and families.
Romania’s best-selling chicken meat brand also stands out through practical innovations such as SmartCook by Fragedo, Romania’s first AI-powered cooking assistant. SmartCook suggests quick and personalized recipe ideas based on the ingredients selected by consumers. Easily accessible by scanning the QR code on product packaging or directly via the company’s website, it serves as a practical tool for busy consumers who enjoy good food and want to create efficient shopping lists in just a few clicks.
Brand Finance® is the world’s leading independent brand valuation consultancy, founded in 1996 with the purpose of linking brands to business performance. The company evaluates more than 5,000 brands annually across all sectors worldwide and publishes over 100 reports each year. Brand Valuation Reports detail the assumptions, data sources, and calculations used to determine brand value. The Romanian brand portfolio ranking includes more than 40 well-known local brands, with the most valuable among them also featured individually in the main ranking of the country’s 50 most valuable brands.
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