© 2016 R. Men / Jav Zamor
One of the clearest and most prevalent trends in consumer eating habits around the world has been the increase in demand for healthier, organic, natural, and non-GMO food products. In fact, growth in sales of these products has been about triple that of conventional products, and it has been driven mainly by independent upstarts that begin with a vision for an improvement in basic products using better ingredients, less intense processing, and fewer preservatives. Food giants are struggling to keep pace, often turning to acquisitions of their more natural and organic competitors to stay relevant in a changing marketplace.
But it seems, no matter how hard the food giants try to staunch the flow of customer dollars to smaller firms making higher-quality products, a new company will arise, disrupting a new product category with an almost obsessive focus on simplicity, naturalness, and quality. In Russia, the company KUPINSKOE MOROZHENOE, with its brand Kupino (Kynuho), has done just that for ice cream.
It truly takes passion to revolutionize the production process for a food. The food giants use preservatives and artificial flavorings for a reason: it makes it easier and cheaper to produce a product that arrives to the customer in a form that resembles and tastes like ice cream. But over the years, companies end up making more and more concessions and shortcuts to ease the distribution process and eek out ever more profit. By the time Kupino came around, mainstream ice cream brands were sweetened primarily by corn syrups, got their fat content from vegetable oils, and were stacked with preservatives to keep the desired frozen texture intact in almost any temperature. Can this really be called ice cream? In some countries, apparently not, as these products are forced to refer to themselves as a “frozen dairy dessert.” © 2016 R. Men / Jav Zamor
Kupino was created to change all of that, to bring consumer ice cream products back to the Quality and simplicity that such a wonderful dessert can have. With the sales office based in Novosibirsk, and the production facility located in the country, near to the farms that produce the company’s raw ingredients, KUPINSKOE MOROZHENOE focuses on clean, healthy, and natural in every step of the process. First, the company decided to make its products using only high quality, basic ingredients, such as milk, cream, real sugar, eggs, and butter, leaving behind industry mainstays such as vegetable fats and artificial colors and flavors. Second, the company decided to focus on flavors that reflect this dedication to simplistic and authentic recipes, so its products feature minimal flavor additives that consist mainly of real vanilla, chocolate, and fresh berries. Third, the company, in response to the increasing desire for transparency in packaging, has put all of the relevant health and ingredient information in large, unmistakable lettering and icons, clearly showing what the fat percentage of the ice cream is and what ingredients it consists of.
Kupino produces dozens of different products falling under three different product lines that can be differentiated by their fat content: 12%, 15%, and 18%, the richest of the three that uses that addition of egg yolks to create an unrivaled, custard-like richness.
The company’s products, split between these three lines that are easily recognizable by their distinct visual branding, consist of plain ice cream and individual serving-size confectionaries, such as cones, bars, and sandwiches, which continue the use of simple, all natural ingredients in their composition, including real flour, butter, and eggs. Even more impressive is the company’s use of eco-friendly, recycled packaging, all manufactured without the use of harmful color dyes or bleaching. It carries its all natural corporate philosophy forward in every area of operations, creating ice cream with the latest, high quality technology in a low-emissions, environmentally friendly facility.
For its strategic brand positioning in the all-natural and whole-foods market segment, for its adoption of world-class manufacturing technology, for its excellent use of branding, and for the superb Quality of its products, KUPINSKOE MOROZHENOE has been selected to receive the 2016 BID International Quality Award.
ABOUT BID AND THE WORLD QUALITY COMMITMENT AWARD:
BID is a private and independent organization founded in 1984, whose primary activity is business communication orientated towards quality, excellence and innovation in management. A leader in the broadcasting of Quality Culture, BID recognizes those companies and organizations which lead the most important activities in the business world, and is considered the founding organization in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries. The trophy symbolizes a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organization and awareness of the achievements of the company at an international level. Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award. Especially meritorious candidates may also be nominated. The International BID Quality Award Selection Committee then chooses the winning companies who will receive the award in New York, Paris, Geneva, Frankfurt, Madrid and London.