The Safir Group of Companies and Chef Adrian Hădean announce a long-term partnership, through which the influential leader will share with his audience everything he deems useful and interesting about the business that brings the Safir Family brand and its chicken products to the market.

Regarding the principles on which he signs partnership contracts, Chef Adi Hădean stated: "I have always communicated to my audience only the products, technologies, and brands that I use for my family or that I have carefully researched.

In choosing the partnerships I engage in - and their number is very limited throughout each year - the alignment with the values of the people leading those businesses and building those brands weighs heavily in my decision. I only talk about the products that I personally use and believe in."

...and about the association with the Safir Family, Adi Hădean declares: "I approached this family business with entrepreneurial tradition since 1945 through its leaders who continue to carry it forward and nurture it beautifully: Iulian and George Safir. I believed in their vision and witnessed the attention they pay to all aspects of the business:

from caring for employees to meticulous production methods that prioritize the environment and the products that leave the factory under the Safir Family brand. Now we join hands to make known the healthy, tasty, and highly appreciated chicken products to customers."

The Safir Group of Companies recently reported a turnover of 67 million euros for the financial year 2022, representing a 29% growth compared to the previous year's results, with investments of nearly 2 million euros made in 2022. The group will allocate 9 million euros this year to expand its business volume and support the investment plan.

In this context, it is essential to meet the preferences of Romanians, who, according to data from the National Institute of Statistics, continue to lean towards poultry meat, with a monthly consumption of over 1.7 kg per capita (data available in December 2022), with Romanian meat whose origin is known.

How the Safir Family responds to this question and what they will communicate to the public in the coming period, through Adrian Hădean as well, is detailed by George Safir, who, together with his brother Iulian, leads the business towards national expansion:

"We work responsibly and with respect for consumers throughout our entire business line. In the 7 rural farms of the Safir business, the living conditions comply with European standards, and the environment is controlled, with a high level of biosecurity.

Moreover, the chickens sold under the Zdravăn Moldovenesc brand are raised in farms located near the forest and are hand-fed daily. The breed of birds in the Safir Family - Zdravăn Moldovenesc product category is premium, and their feed is free of colorants, which is evident in the natural color of the meat."

Adi Hădean adds: "Don't believe it? Visit safir.ro to see live how the chickens are fed at the designated hours. In practice, you can see live footage from the farms and ensure the source of the chicken you will later offer to your family."

Iulian Safir adds: "Adrian Hădean will cook with Safir Family chicken, and we believe that the trust his fans have in his recommendations will motivate them to try Safir Family products, which include Deliciosul de Vaslui, Zdravăn Moldovenesc, and Răsfăț Românesc.

Experience shows that we have a very high level of loyalty among Romanian buyers: once they try Safir Family chicken, they continue to choose it for their families. I would advise Romanians to listen to the advice of those they trust."