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Resource Agribusiness Group Shell Eggs: One Year in Retail Chains
05.05.2026The shell egg production became one of the business segments of Resource Agribusiness Group in the first quarter of 2024, when the Group acquired the assets of the Gulyay-Borisovskaya poultry farm in the Zernogradsky district of the Rostov region.
Modernization and production processes preparatory work took about seven months. The first batch of the Hisex Brown cross rearing stock was planted in July, and in October (on the 105th day of life) the birds were transferred to the industrial flock site, where a signal egg was obtained almost immediately.
The next step was to build up a system for realization of the new product category. The main model at the launch stage was wholesale sales that allowed the Group to quickly establish itself in the market. However, given the Resource Agribusiness Group priority goal to bring its products closer to the end consumers, an important component of the commercial strategy was to introduce the products into the largest retail chains. And this was achieved in April 2025, following the implementation of several changes to the business processes.
In particular, reaching a new level required finding a functional and cost-effective packaging solution. Chicken egg is a socially significant food product, so it was necessary to find an option with an optimal price-quality ratio aimed at the mass-market customer. The choice of pulp paper trays was logical, as it provides reliable protection for the product at all stages.
The decision not to develop a new brand was another solution to reduce costs and, consequently, to offer a more competitive price for consumers on the shelf. Instead, the “Udachnaya Tsena” trademark from the Group's existing brand portfolio was used, along with the private label collaboration format.
As a result, over the past year stable supplies have been established to retail chains in the Southern Federal District. The largest volume, up to 5 million eggs per month, is shipped to X5 retail group. Other trading partners include Tander, METRO CASH AND CARRY, Lenta, ASHAN, O'KEY, and Tabris. Approximately 85% of the company's production are sold through retail chains, while the remaining volume is distributed among wholesale channels and its own distribution network.
Despite the fierce competition in the segment, Resource Agribusiness Group has managed to carve out its niche by strictly adhering to all requirements. The poultry's conditions, including the use of balanced feed of own production, ensure consistently high-quality production with a near-zero percentage of mortality. These achievements enable the further development for increased profits through expanding the pool of trading partners and the geographical scope of sales.
Modernization and production processes preparatory work took about seven months. The first batch of the Hisex Brown cross rearing stock was planted in July, and in October (on the 105th day of life) the birds were transferred to the industrial flock site, where a signal egg was obtained almost immediately.
The next step was to build up a system for realization of the new product category. The main model at the launch stage was wholesale sales that allowed the Group to quickly establish itself in the market. However, given the Resource Agribusiness Group priority goal to bring its products closer to the end consumers, an important component of the commercial strategy was to introduce the products into the largest retail chains. And this was achieved in April 2025, following the implementation of several changes to the business processes.
In particular, reaching a new level required finding a functional and cost-effective packaging solution. Chicken egg is a socially significant food product, so it was necessary to find an option with an optimal price-quality ratio aimed at the mass-market customer. The choice of pulp paper trays was logical, as it provides reliable protection for the product at all stages.
The decision not to develop a new brand was another solution to reduce costs and, consequently, to offer a more competitive price for consumers on the shelf. Instead, the “Udachnaya Tsena” trademark from the Group's existing brand portfolio was used, along with the private label collaboration format.
As a result, over the past year stable supplies have been established to retail chains in the Southern Federal District. The largest volume, up to 5 million eggs per month, is shipped to X5 retail group. Other trading partners include Tander, METRO CASH AND CARRY, Lenta, ASHAN, O'KEY, and Tabris. Approximately 85% of the company's production are sold through retail chains, while the remaining volume is distributed among wholesale channels and its own distribution network.
Despite the fierce competition in the segment, Resource Agribusiness Group has managed to carve out its niche by strictly adhering to all requirements. The poultry's conditions, including the use of balanced feed of own production, ensure consistently high-quality production with a near-zero percentage of mortality. These achievements enable the further development for increased profits through expanding the pool of trading partners and the geographical scope of sales.
