“We’re already working with partners in Moldova and are looking at Bulgaria, Poland, Hungary, Slovenia and Slovakia,” said Florin Mitocaru, Alevia general manager.
He took the reins of the dietary supplement business from his parents thirteen years ago, who had founded the company in 1994. Alevia started out with ten products and gradually expanded to about 170 supplements and teas.
Florin Mitocaru remembers that back in the nineties Romanians did not know much about dietary supplements, which have since become an over EUR200 million market (calculated by shelf prices), according to ZF data.
The plant in Falticeni has a 2,000 square meter floor area and an annual production capacity of four million units, which include dietary supplements and teas.
Alevia posted 20 million lei (EUR4.5 million) revenue last year when it had more than 140 employees. It accounts for 2.5% of the market it operates on. (EUR1=RON4.4459)
(English version by Loredana Fratila-Cristescu)