Latvian meat producer Rīgas Miesnieks and street sports organization Ghetto Games have launched a co-branded line of three ready-to-cook products now available in stores across Latvia, marking the first time the company has put an original artist-created design on its packaging.
“Older Brother” Artwork by Vladislavs Lakše
The packaging carries artwork by Latvian artist Vladislavs Lakše built around an “older brother” who encourages younger people to become more independent rather than lecturing them from the sidelines. His name is printed on each package alongside the image, which appears on mini pelmeni, sausages, and chicken nuggets. The image reflects street sports culture and the characteristic Ghetto Games environment. Lakše said the older brother is strong and independent but cares for his younger siblings, encouraging them to take responsibility and cook for themselves: “In my opinion, that is true strength – not only being strong yourself, but helping others become stronger too.”
“Cook for Yourself Instead of Waiting”
Ghetto Games founder Raimonds Elbakjans said the partnership aims to show young people that independence starts with simple everyday tasks, such as cooking a meal for themselves after school or training. “If you can organize a team yourself, show up and fight for victory, then you can also learn to cook for yourself instead of waiting for someone else to do it for you,” Elbakjans said.
Three Products, No E621
The line is designed for simple home preparation. Mini pelmeni are produced at Rīgas Miesnieks’ dumpling plant in Latvia, which opened in May after modernization. The sausages contain 75% meat and are made with sea salt. The nuggets use chicken fillet. None of the products contain the flavor enhancer E621. The packaging includes instructions for preparing the products at home.
Blind Tastings and Youth Input
Sindija Prīse, marketing and product development manager for the Rīgas Miesnieks brand at Maag Latvija, said the collaboration combines sports culture, art, and practical life skills in a language young people understand. She noted that young people want to be independent and that the ability to cook for oneself and help parents is part of growing up. The product line was developed with input from Ghetto Games academy participants, who took part in blind tastings to choose their preferred flavors.
Eighteen Years of Ghetto Games, a Long-Term Plan Ahead
Ghetto Games has offered young people opportunities to spend their free time productively through sports and competitions for 18 years. The organization’s philosophy, Elbakjans said, has never been only about sports but about helping young people grow into individuals who are not afraid to make decisions and take responsibility for their lives. The Latvian 3×3 basketball team’s Olympic gold at Tokyo 2021 stands as one of the brightest achievements of Latvian street basketball culture.
The companies plan to treat the collaboration as a long-term project. Future steps include evaluating options to expand the product range and develop educational activities for young people about cooking, food choices, and everyday independence skills.
Maag Food’s Regional Footprint
“Maag Food” represents brands including Rakvere, Tallegg, Tere, Farmi, Deary, Klaipėdos Maistas and Pouttu alongside Rīgas Miesnieks, and is part of the locally capitalized Maag Grupp, founded in 1996. The group operates in Latvia, Estonia, Lithuania and Finland, with around 2,300 employees in total.
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