MEATDeli European standard cool-cured meat: 5 consecutive years in the Top 10 Trusted by Vietnamese Consumers

The “Trust Vietnam” program organized annually by Vietnam Economic Magazine has become a prestigious event, aiming to connect manufacturers, distributors and consumers. This year, with the theme “Sustainable Consumption, Positive Brands”, the program sets strict criteria, focusing on honoring brands that not only focus on social responsibility but also bring practical value to consumers.

Pioneer in the food industry

Since its launch, MEATDeli, a subsidiary of Masan MEATLife Joint Stock Company, has made a strong mark in the Vietnamese food industry. With the mission of providing fresh, delicious, and succulent meat products with European-standard Air-Chilled technology, the MEATDeli brand has always been the first choice of millions of Vietnamese families.

Continuous innovation has helped MEATDeli maintain its strong appeal. The brand not only focuses on improving quality but also focuses on the convenience and practicality of each product, meeting the diverse needs of Vietnamese households.

Modern European standard Air-Chilled cooling technology - superior quality

MEATDeli always ensures product quality thanks to a modern processing plant system that meets BRC Global standards for food safety. In particular, the European standard Air-Chilled cooling technology has been applied to help preserve the freshness and softness of the meat. The application of this advanced technology in the production process not only ensures consistent product quality but also demonstrates the brand's efforts in linking high quality standards with the goal of sustainable development.

By applying advanced technology, MEATDeli has optimized the production process, minimized risks and saved resources throughout the supply chain. This not only helps the brand maintain consistent product quality but also minimizes the impact on the environment, aiming for a sustainable and responsible business model for the community.

Value chain strategy and impressive growth

With a focus on product quality, competitive pricing and transparency in origin, the MEATDeli brand has recorded a meat revenue growth of over 15% compared to 2023.

In particular, the strategic cooperation with WinCommerce - a member of Masan's ecosystem, through sponsorship of the WiN Membership Program, has helped WinCommerce's revenue grow strongly by more than 30%. This incentive program and flexible pricing policy have helped MEATDeli reach consumers more effectively, while strengthening its position in the branded meat segment and shaping food consumption habits in Vietnam.

At the same time, MEATDeli has successfully implemented a strategy to restructure its farm and fresh meat business model, while promoting the development of the processed meat segment. As a result, Masan MEATLife's gross profit margin has grown strongly, reaching more than 10% compared to 2023, reflecting the outstanding efficiency of optimizing the value chain and meeting the increasing demand of the market.

MEATDeli aims to provide every Vietnamese family with access to European-standard chilled meat products, thereby improving living standards and building a sustainable consumption culture. This comprehensive strategy has helped MEATDeli improve its competitiveness, become a leading meat brand and create a sustainable foundation to shape the branded food market in Vietnam.