Genesis BBQ Group, which operates the chicken franchise BBQ, announced on the 28th that it has signed a memorandum of understanding (MOU) with Highland Food Group, a distribution and processing specialist company. This marks the beginning of strategic cooperation for entry into the European market.
According to Genesis BBQ Group, the two companies signed an MOU on the 25th for their entry into the European market. The agreement reflects both companies' commitment to expand their global market presence, coinciding with the third quarter of 2024, when exports of processed Korean chicken products to Europe will become possible. In particular, this agreement serves as a milestone that could accelerate the globalization of Korean-style chicken with the most authentic Korean flavors, indicating that through close cooperation between the two companies, they can strengthen their competitiveness on a global stage beyond the European market, BBQ explained.
In the meantime, the two companies have continued in-depth discussions on menu directions and possibilities for exports to Europe through various practical collaborations. BBQ officials discussed cooperation plans by visiting the Highland factory, which has obtained all the stringent European food certifications. At the Chicken University in Icheon, they held a menu demonstration for Highland officials and overseas buyers. Additionally, they have completed the development of three home meal replacement (HMR) products using chicken breast and tenderloin for export to Europe, and on the 22nd, they successfully held a quarantine sealing ceremony and export shipment ceremony at the Highland Busan Center.
The two companies plan to continue collaborating to achieve mutual growth in global markets, including Europe, through ongoing strategy sharing and strengthened cooperation. A BBQ official noted, "In Korea, the consumption of chicken thighs and wings is active, but the demand for chicken breast and tenderloin is sluggish, which has increased inventory pressure. To assist domestic poultry farmers, we are preparing for exports through this collaboration," and stated, "By pioneering export routes for domestic chicken breast and tenderloin to Europe in cooperation with Highland, we will also achieve mutually beneficial cooperation that contributes to increasing farmers' incomes."