CONSUMER trends and shopper behavior are factors taken into consideration by Goodman Fielder Fiji when it comes to anticipating future demands for chicken.
And according to general manager Chris Zaayman, they have been producing at maximum capacity for the past four months as a result of the high demand during the month of December.
“We have seen a significant change in the behaviour of the shopper and consumer during 2014. On average, each Crest Chicken whole bird that we sold so far in 2014 is 400grams heavier than the average size bird that we sold in 2013,” he said.
“We anticipate this trend to continue, and while we have a range of up to size 24, our hottest sellers will be sizes 14, 15, 16 and 17.”
Mr Zaayman said planning for the busy festive season started after the Easter weekend.
He said December was the month that recorded their biggest sales and distribution, adding they were working with their retail partners to finalise plans to execute at store level considering the significant pressure on all retailers during this period.