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Tnuva Romania continues to invest despite crisis

Yoghurt producer TRD-Tnuva Romania Dairies is to continue with its investment plan in Romania and not only, despite the world financial crisis, announce the company officials.

'I don't think the current international financial crisis will affect our development policy in Romania. We have been here for only a year, with our objective being to grow as much as we can. We want to promote our products in the best way possible, to communicate with our customers, to increase our market share and also to expand our distribution network nationwide,' Chairman of Tnuva Romania Shmulik Porre told Business Standard.

The company opened last summer a factory in Popesti-Leordeni, close to Bucharest, as following an investment worth more than 55 million euros. The project was financed 35-percent by the European Bank for Reconstruction and Development (EBRD).

The dairy producer has recently entered the fruit drinking yogurt market too, via the Yop brand, owned by the French company Yoplait. The Yop range includes a simple assortment (white sweet yogurt) and for types of fruit yogurts (strawberries, lemon, peaches and nectarines).

'While permanently evaluating the Romanian dairy market, we have identified an important increase in the demand for dairy products adjusted to fit an active lifestyle. Thus, we chose to diversify our Tnuva portfolio. That's why, we extended our partnership with Yoplait and we no launch Yop,' the marketing Vice-Chairman of Tnuva Romania Sagit Tzur Lahav told Ziarul financiar.

The market research conducted by MEMRB, quoted by the representatives of the company, showed that the local fruit drinking yogurt market recorded a growth by 176 percent in volume and 202 percent in value in January through April this year as against the same interval last year.

The company will enter the dietetic yogurt market in the following days, as following the orientation of Romania to such products good for health.

This type of products stood for a market share of 17 percent in volume in the September 2007-August 2008 interval, respectively 22.1 percent in value of the relevant market, according to MEMRB, while the fruit yogurts stood for a quota in volume of 24.6 percent compared with 27.1 percent in the same interval of the previous year.

According to Shmulik Porre, the yogurts in Romania are approximately 50-60 percent cheaper than those in Western Europe.

Tnuva allotted 14.4 million euros in promotion budget in the first five months last year on the local market, according to researchers from Alfacont, with significant investments having been prepared for this year too.

In 2007, the company recorded 18.38 million lei in turnover (some 5.42 million euros), according to the official data released by the producer.

Tnuva had 16 products on the market last year, with representatives of the company pointing to a doubling of the number of products traded on the local plan under the brands Tnuva and Yoplait.

The domestic dairy market is worth some 300 million euros, our of which more than 50 percent represent simple yogurts, according to official estimates by the Tnuva officials.

 

Sursa: http://www.rompress.ro

Tags: market tnuva million percent according products romania crisis company

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