Considering the very low margins and fierce price competition in the agricultural pig meat industry, TOPMEAT saw an opportunity to produce higher added value products. Partnering with another farmer and assisted by a university professor, they started experimenting with high-end food sources for their livestock. They found that mixing olive oil as an ingredient in their animal food resulted in pork meat with improved taste and health benefits. The farmers started a new company to manufacture, market and distribute this product through high-end channels.
(This is a pseudonym since the company prefers anonimity)