“We are proud that consumers recognize the work we do for responsibility,” says Marie Ojamaa, Marketing Manager at Atria Estonia. Atria Estonia’s Maks & Moorits brand has achieved notable success in the Sustainable Brand Index, the largest independent brand study in Europe, which measures consumer perceptions of companies’ sustainability.

 

The success of the Maks & Moorits brand is based above all on local production and responsible operating practices. Maks & Moorits emphasizes the domestic origin of its products and a responsible value chain from farms to packaging. Consumer trust has been built through transparent communication and quality assurance, which has helped the brand achieve high ratings among meat producers in the study. “It is important to us that every step in the production chain is open and based on honest values,” Marie notes.

 

Long-Term Development Work

Maks & Moorits holds an exceptionally strong market position in Estonia. The brand has gained popularity among consumers as a result of determined work. For years, Maks & Moorits has developed its production and communicated about sustainability consistently to consumers. The results of the Sustainable Brand Index show that the brand’s communication and strong focus on sustainability set it apart from competitors. Maks & Moorits does not constantly change its brand identity but stays true to effective characteristics such as tradition, locality, and transparency.

 

This consistency has been crucial in building the brand’s reputation.

According to Marie, the long-term commitment to sustainability is now clearly reflected in consumers’ perceptions of the brand.

 

Packaging Material Renewal Increases Sustainability

According to Marie, responsibility is promoted through concrete actions. “For example, the redesign of the minced meat packaging in 2020 halved the amount of packaging material and reduced the environmental footprint by 34 percent,” Marie says. Atria Estonia also uses clear labels, multichannel storytelling, and digital solutions such as sorting instructions on packaging and creative social media communication to help consumers understand the sustainable background of the products.

 

Marie also reflects on future development areas. “For example, digital engagement tools such as QR codes may in the future increase transparency and enable consumers to track the origin of products more precisely.” The popularity of Maks & Moorits among consumers is one indication that sustainability is a competitive advantage that carries far into the future.