“2016 was a rather important year for us because it came with a change of strategy. It was the first year we had a consistent communication campaign, a campaign to strengthen our position on the market, a highly competitive market where we operate alongside a number of multinational companies,” Marius Babata, general manager of Cafea Fortuna, held by entrepreneur Constantin Moroianu, told ZF.
“On the other hand, it was a year of several major events for the food industry as a whole, such as Law 321 (requiring stores that 51% of the products carried to be Romanian i.e.) and for the coffee industry, such as the excise duty being dropped.”
Cafea Fortuna is the largest Romanian business in the coffee industry, a EUR350 million to EUR400 million market, where the most important companies are multinationals like Strauss (Doncafe), Nestle (Nescafe) and Jacobs-Douwe Egberts (Jacobs). Cafea Fortuna has been able to cope with competition successfully and has been posting constant sales growth over the past few years.
Cafea Fortuna expects growth to reach 5% this year, Marius Babata said, so revenue should amount to about EUR38 million, according to ZF’s calculations.
(English version by Loredana Fratila-Cristescu)