Vigintas Shapokas: 90% of the range of “BILLA Bulgaria” is supplied by local companies – Companies
Mr. Shapokas, in the evening 22 years BILLA increases the growth of small and medium business in Bulgaria. Tell us more about the current trends in the demand for products of native origin.
– BILLA and Bulgarian producers have come a long and successful way in building and building water in partnerships, which is understood by the common understanding that the Bulgarian consumer puts a leading place in the choice of goods of their native origin. We are proud that 90% of the range of products in the retail chain are supplied by local companies and this is a fact that we will not tire of maintaining because we believe in the quality of Bulgarian. We provide maximum territory that is in response to the current and needs of our customers. Over the past year, we have partnered with 709 domestic suppliers, and behind the statistics is not just trade, but also long-term relationships, efforts and trust. That is why we confidently say “We choose the Bulgarian”.
And consumption trends are not much different from what they were before the pandemic. Consumers of priority products for fresh fruits and vegetables grown in the fertile Bulgarian lands, quality and fresh, and bakery products created by similar recipes, as well as durable meat, which will be on the menu such as dairy, eggs, rice, legumes culture. In all these main products categories in BILLA the products of Bulgarian origin predominate.
What part of the range in the main product categories in the sites is supplied by Bulgarian manufacturers?
– The Bulgarian consumer adheres to a varied diet, priority is given to dairy and meat products, as well as fruits and vegetables. “BILLA Bulgaria” has its 100% response to these needs, namely its own brands “BILLA Gardens” and “Bulgarian Farm”, which offer only and entirely Bulgarian products. Fruits and vegetables under the “BILLA Gardens” brand, for example, are grown in 180 gardens and greenhouses on the site, which have undergone a special program to control over 800 types of pesticides. Clean, fresh and tasty agricultural products that customers do not appreciate, we support the development of the program that marked the beginning of the brand.
The items under the own brand “Bulgarian Farm” are also of 100% Bulgarian origin. Meat products have their place in the table, so it is important for consumers to know that in BILLA 75% of chicken and meat is supplied by local companies, in pork this percentage is over 50%. Over 85% of sausages and meat delicacies are also Bulgarian.
Has the number of partnerships with local suppliers increased in the last year? How is this place as part of its own brands located in the company?
– With 32 new local suppliers we started working last year, which made the range of our partnerships even wider and more successful. Only in the category “fruits and vegetables” we have 8 new domestic suppliers, and their number has increased in non-food categories.
“BILLA Bulgaria” has 20 own brands, represented in our stores, and Bulgarian production is 52% of them. The same is the percentage of Bulgarian goods under its own brand CLEVER, which offers quality at a good price for food and non-food items.
Twenty-three percent of the items under the BILLA Bio brand are Bulgarian production – quality viewed with respect for the environment. Bulgarian production is also 29% of the products under the brand BILLA, which offers high quality products in the category, but at a lower price.
What do you think are the main requirements for domestic producers? How the policies of WAS help them deal with them?
– The challenges for domestic producers are many, as for all businesses, went through the two-year period of the pandemic and added to the deteriorating international situation due to the situation in Ukraine.
The business strategy for expanding the sales network, on the one hand, on the other hand – developing the range and own brands in particular, with policies that I believe that and for the support that the sales network, our company can benefit from domestic producers. The growth of our network is an improvement in the fulfillment of orders, and an increase in our own brands in response to the next expectations for the variety of affordable prices by our customers has been registered and identified with suppliers.
The marketing campaigns they conduct are also for additional visibility and attractiveness of Bulgarian products. We also support local initiatives such as the farm market “From BG” in Gabrovo, which BILLA hosts every month to give territory to smaller producers to present their products.
It was about the expansion of WAS – What are your plans for this year?
– Both this year and our plans for expansion and renewal of the trade network are strategic for development. The expansion is again a focus on small and medium-sized settlements in the country, as the attitude towards commercial sites continues with the program of modernization and digitalization. Since the beginning of this year we have already closed two stores – in Sliven and in Sofia, with the whole reconstruction. We continue as planned to meet the growing current customers of our customers in terms of convenience, innovation and an even richer range.
We believe that with the growth of our sales network we make access to Bulgarian consumers to high quality goods supplied by domestic manufacturers at affordable prices even easier. We encourage the potential of our partnership, increase employment in these settlements, work closely with institutions and lend a hand to support local projects important to the community. We put care in the focus of everything we do.