Fabio Sandri
Analyst · BMO Capital Markets.
Of course. Yes, we have internal and external factors. Let's start with the internal and the internal are the ones that we already mentioned in terms of network optimization, making sure that we have the best manufacturing sites with scale. And we have all of our gap-ups, meaning closing the gaps and operating at a higher standard, as I mentioned. That is internal.
I think we're also coming to a more mature shared services operation. I think we started implementing the shared services in Europe, just like we have in U.S. and Mexico over the last 2 years. And I think we're coming into a more mature operation now, which is way more efficient than we have before. That's what we can do on the internal side.
On the external side, we are seeing that, one, poultry has been growing faster than all other proteins because of its versatility and its affordability. And our pork business, especially on the fresh side, we saw a little bit of a lower demand during Q1. After a very strong Q4, we saw a little bit of a lower demand on the Q1, but we are seeing that improving as we are seeing the improvement of the consumer confidence. As the consumer confidence increases in Europe, they tend to move to high-value proteins, and that helps with our pork business and also help with our branded business.
As I mentioned on the call, we are already -- on the prepared remarks, we are already seeing an increase in terms of our branded portfolio, especially the Richmond brand growing close to 7% year-over-year.
Over the last 2 years, because of all the inflation, we saw some European consumers trading down to more private label. And now, with the consumer confidence, we are seeing them trading up again to the more branded higher-value products.
So it's a combination of both internal initiatives that we are doing in terms of efficiency, but also an improvement on the market, especially on the pork side, on the branded side.