From a car boot to nearly 60 markets: Vičiūnai Group turns 35
Vičiūnai Group’s story began 35 years ago with the first sales of food products that could fit into the boot of a passenger car. Today, the Group operates in nearly 60 markets worldwide.
Last Friday, employees came together to celebrate the anniversary and reflect on the company’s key milestones – from its first trade deals and production lines in Plungė to becoming an international food production and distribution group.
A beginning that fit into a single car
Vičiūnai Group’s history dates back to 1991, when Lithuania was only beginning to build the economy of an independent state and private enterprise was taking its first steps. The company started by importing and selling canned food products. Goods from Estonia were transported in the boot of a passenger car, while fish products were sold directly from a Zhiguli. At the time, the founders had to find both suppliers and buyers themselves, arrange transport and quickly learn how to operate in constantly changing conditions.
“For many years, our daily lives were extremely intense – the work never stopped. We travelled extensively to international trade fairs, initially searching for food products and later for equipment suppliers. We attended negotiations and explored emerging trends and market needs ourselves. There was a time when you would return home only to change your clothes, hug your wife and leave for work again,” recalls Vičiūnai Group co-owner Visvaldas Matijošaitis.
According to him, one of the most important early decisions was to introduce surimi products, which were almost unknown to Lithuanian consumers at the time. “I am very pleased that the previously unfamiliar culture of consuming surimi products has become firmly established in Lithuania. Gradually securing a leading position in the domestic market enabled us to expand further into Europe,” says V. Matijošaitis.
From trading to in-house production
As the trading business grew, the company’s founders became increasingly interested in food production technologies. A key turning point was their acquaintance with Jonas Bulaitis, a Lithuanian Apostolic Nuncio serving in South Korea. His recommendations helped open the doors of major surimi manufacturers and provided an opportunity to learn about their technologies first-hand. This experience strengthened the ambition not merely to import and sell products, but to manufacture them as well.
“We can confidently say that God’s hand helped us at the time and guided us in the right direction. After acquiring our first production equipment, we established the company Plungės kooperatinė prekyba in Plungė in 1994. Seafood in brine was among our first products,” says V. Matijošaitis.
“We obtained our first production technology for seafood in brine from Norway and purchased our first production line in Denmark. Interestingly, that line is still operating in Plungė today, and we continue to manufacture that very first product,” says Vičiūnai Group co-owner Liudas Skierus.
Another major milestone came on 17 October 1997, when the first Lithuanian-made surimi stick was produced in Plungė. Over time, the company’s portfolio expanded beyond surimi and other fish products to include salmon, herring, shrimp, Asian-style dishes and other food categories. By broadening its range, the Group reduced its dependence on a single product while strengthening its resilience to market fluctuations.
Trust and keeping one’s word
Over the past three and a half decades, the company has weathered several economic crises, surges in raw material prices and significant market shifts. According to its co-owners, the Group’s expansion has been driven not only by bold decisions and investment, but also by its ability to build lasting relationships with employees, customers and partners.
“Recommendations helped us open the first doors, but keeping our word later became the most important thing. If you give your word, you must honour it – you cannot look for ways to evade your responsibilities, deceive someone or lie. That has never been part of the way we conduct business. I believe that respect for others, sincere communication and keeping one’s word are among the key foundations of our success,” emphasises L. Skierus.
Throughout its 35 years of operation, the Group has repeatedly had to adapt to changing consumer habits, technologies and market needs. Each new stage encouraged it to seek additional avenues for growth: expanding the product portfolio, strengthening production capabilities, entering new markets and building local teams within them.
This experience shaped an operating principle that remains central to the company today – making decisions based on an in-depth understanding of the market and viewing growth as the result of the consistent efforts of the entire organisation. Long-term relationships with employees, customers and partners became the foundation that enabled a Lithuanian business to grow into an international food production and distribution group.
Products Made in Lithuania for Consumers Around the World
Today, Vičiūnai Group products reach consumers in nearly 60 markets worldwide. The Group’s international expansion has been driven by establishing trading companies, building local teams and developing long-term relationships with major retail chains. At the same time, the organisation’s expertise has continued to grow – from food technology, quality and logistics to marketing, digitalisation and sustainability.
According to Vičiūnai Group CEO Šarūnas Matijošaitis, investment in modern production capacity marks a new stage in the Group’s development.
“A €100 million salmon processing complex is currently being developed in Plungė, with plans to increase annual production capacity from 18,000 to 50,000 tonnes. As we modernise our production operations, considerable attention is being paid to renewable energy, efficient resource use and more environmentally friendly technologies,” says Š. Matijošaitis.
Looking Ahead to an Even Brighter Future
Speaking about the Group’s next stage of development, V. Matijošaitis identifies the full utilisation of all production capacity, consistent expansion into planned markets and the ability to remain competitive in a rapidly changing food market as the key priorities.
“My wish for the future is for all the Group’s factories to operate at full capacity, for consumers to continue choosing VIČI products and for us to expand into the markets we have identified. It is important not to fear competition, to remain united and to understand that every employee – from warehouse and production staff to senior executives – is important to the company. Strong results can only be achieved when everyone is fully committed,” says V. Matijošaitis.
L. Skierus links the Group’s future prospects to its ability to pass on the experience accumulated over the past 35 years to the next generation while preserving the organisational culture that has developed during that time. According to him, growth should not be measured solely by new markets or production volumes – it is equally important for people to take pride in what has been achieved and to feel that they are part of a shared story.
“My wish for the next generation of leaders is that they appreciate what has already been achieved, believe in their ability to succeed and continue growing the business successfully. I would also like every employee to feel part of the Vičiūnai family. When we behave like a family, both our relationships and the decisions we make change – and those decisions become better for the entire company,” emphasises L. Skierus.
Today, Vičiūnai Group views its 35-year history not only as a journey already travelled, but also as the foundation for a new stage of development. Technology, sustainability, international expertise and the ability to respond to rapidly changing consumer needs will play an increasingly important role in this next chapter.
The anniversary provided an opportunity to thank the employees, customers, partners and communities who have helped build this story. The journey that began with the first sales from a single car continues through the development of new products and the strengthening of the position of Lithuanian-made food in global markets.
Want to see more highlights from Vičiūnai Group’s 35th anniversary celebration, held in Birštonas last Friday? Click the link and watch the short video: VIČI Dreamland 35.