Armen Meserlian on VRC Meat Med’s collaboration with the Dutch Van Rooi Group and the meat industry’s current transformation

VRC Meat Med Ltd has built a strong reputation for quality, sustainability and innovation in over 40 countries. In an interview with GOLD magazine, Managing Director Armen Meserlian explained how the company is navigating the challenges of evolving consumer demands, global competition and geopolitical tensions, while maintaining its competitive edge.

Tell us about VRC Meat Med Ltd and its role within the Van Rooi Group.

VRC Meat Med Ltd was founded in 1998 and has experienced remarkable growth since its inception. Over the years, we have developed our own independent global network, positioning us as a strong, internationally recognised player in the meat industry. As a proud member of the Dutch Van Rooi Meat Group – one of Europe’s leading pork meat producers – we benefit from extensive resources, including a robust supply chain, cutting-edge technology, unparalleled expertise and stable quality. This partnership enables us to maintain global quality standards while effectively meeting the specific needs of local markets. Our mission is to deliver high-quality fresh and frozen pork products tailored to diverse demands. By continually expanding our market reach and fostering customer trust, we have established a presence in 40 countries, reinforcing our status as a reliable partner in the pork meat industry.

What is the current state of the industry and what challenges do you face?

The meat industry is currently undergoing a significant transformation, driven by evolving consumer preferences and emerging market trends. Key trends shaping the sector include the rise of plant-based alternatives and cell-cultured meat, an increased focus on sustainability and environmental responsibility, growing health and wellness concerns, and shifting tastes influenced by changing generational preferences. Today’s consumers demand higher-quality, ethically sourced meats with transparent origins and sustainable farming practices.

At VRC Meat Med Ltd., we are committed to aligning with these evolving industry demands while maintaining a strong focus on environmental considerations, health and overall wellness. Our efforts aim to strike the perfect balance between meeting regulatory standards and fulfilling client expectations. Global competition remains a key concern, with rising production costs – especially when compared to competitors such as Brazil – putting pressure on profitability. Political factors also influence the market landscape; for instance, the ongoing EV tariff dispute underscores broader EU–China trade tensions. If these tensions intensify, they could significantly impact global meat exports and further impact our industry.

Meanwhile, inflation continues to drive up costs for essential resources such as feed, transportation and energy, while wages remain stagnant, further straining profit margins. Rising prices may also reduce consumer demand, as people turn to cheaper alternatives. These factors – escalating expenses and declining sales – pose risks to both the profitability and stability of the meat industry. Addressing these challenges requires careful strategic planning to stay competitive in a complex and ever-changing market.

What role does technology play in your operations?

Technology is central to VRC Meat Med’s operations, driving transparency, efficiency and collaboration. Digital tracking systems provide real-time container monitoring, enabling quick responses and informed decision-making. Tailored software, such as SAP, manages reporting and multitasking, while DMS (Document Management System) automation streamlines tasks like order creation and data syncing, reducing errors and saving time. Centralised access and real-time updates align VRC and Van Rooi Meat, enhancing productivity and supporting scalable growth. Additionally, our CRM (Customer Relationship Management) system helps manage interactions with current and potential customers, fostering stronger relationships to drive business growth.

Tell us about your new offices in Larnaca.

Our new offices in Larnaca represent a significant milestone for VRC Meat Med Ltd, reflecting our hard work, growth and ambition. More than just a physical space, they embody our vision of creating a dynamic workspace that drives innovation and strengthens our presence in key markets. This achievement is also a testament to the trust and confidence that the Van Rooi family has placed in our journey and future. As we move forward, we hold to the belief: “The future belongs to those who dare to create it.”

What are the key strategic goals you have set for the next 3-5 years?

Over the next 3-5 years, we aim to expand the brand into new markets, enhance sustainability practices and lead the way in supply chain transparency. Seeking greater automation to improve efficiency is also a priority, as it enables us to adapt to industry changes and maintain our edge. We’re ambitious but, as they say, “If your goals don’t make you a little uncomfortable, you’re probably not aiming high enough.”

Are there plans to expand your operations geographically or further diversify your product range?

In 2019, we took a significant step in our expansion journey by establishing our first farm in Romania, followed by the launch of Meat House Roma in 2021. Our operations in Romania continue to grow, serving as a strategic hub in Central Europe that offers substantial logistical and operational advantages. As the industry evolves rapidly, adaptability and strategic growth remain our top priorities. Romania’s location, cost efficiency and proximity to key markets provide us with an ideal foundation to scale up our operations and respond effectively to shifting market demands. Looking ahead, we remain committed to seizing new opportunities that align with our long-term vision and growth objectives.

What have been the critical success factors for VRC Meat Med Ltd?

Our success is driven by a simple yet powerful approach: “Think outside the box, adjust and adapt to industry changes and stay ahead of new trends.” Of course, when you have a great team behind you, anything is possible. Furthermore, when it comes to challenges, we don’t just prepare for them – we embrace them. In a constantly evolving industry, we see obstacles as opportunities to innovate and grow. After all, what’s the fun in playing it safe when you can turn obstacles into opportunities?

(Photo by TASPHO)

This interview first appeared in the February edition of GOLD magazine. Click here to view it.