The facility in Bucharest is currently exporting to 22 countries, and its exports went up at a double-digit rate in the first half on the year-ago period. Exports account for about 10% of the production of the plant.
“Probably the most important project, I could say, is the consolidation of the position of the plant in Bucharest as a production hub for other markets. We are talking large volumes here, more than 15,000 tons, of yogurt made in Romania with local resources and delivered abroad,” Adrian Pascu, general manager South-East Europe, Danone Romania, told ZF.
“We’re also talking new investment over the next two years. A sound infrastructure in Romania would be a big help to us and allow us to quickly ship yogurt to other markets, considering this is a fresh product, which a short shelf life.”
Adrian Pascu took his job in August last year, and is the first Romanian executive put in charge of the local subsidiary of the largest yogurt producer. The plant in Bucharest, which makes most of the Danone products sold locally, makes one million yogurt cups a day, which go to the stores in Romania and other European markets. Danone Romania’s brand portfolio includes Danone, Activia, Danonino, Casa Buna, Actimel and Cremosso.
“In Romania, we have the best Danone plant in Europe, which has become a regional production hub for several European countries – 1 million Danone yogurt cups leave the plant every day.” His company is the leading yogurt producer, with about 50% market share, according to the latest data available.
“We will continue to focus on Romania, but do it sustainably and profitably to ensure investment resources for the coming years. On short-term, we are not fighting a battle over market share, but to consolidate the position of strong leader in the yogurt category.”
(English version by Loredana Fratila-Cristescu)