Neither Dorna Lactate nor Lactalis officials provided any comment on the results of 2012. They also did not say why Lactalis’ corporate website makes no mention of the deal of 2008 put at some EUR70 milion to EUR90 million, the number of employees and operational plants.
Even though Lactalis said it planned to develop the operations in Romania, the business did not see any significant increase in sales, which reached EUR44 million in 2011, only EUR6 million more than in 2008.
Rival Albalact (ALBZ.RO), the largest Romanian-held dairy company, saw its revenue go up by EUR28 million. LaDorna and Albalact were fourth and fifth largest dairy producers in the country in a 2008 ranking, after Danone, Friesland and Hochland. Albalact gained ground during the crisis and climbed to the third place after Danone and Friesland, according to ZF data.
Lactalis’ website does not say anything about Romania even though it says something about diversifying in Poland in the same year (2008) by taking over Obory, a maker of milk-based beverages and drinking yogurt, as well as through other deals.
The French group also did not put Romania on the map of the countries it operates in, despite showing the Republic of Moldova and Kazakhstan there. It does not mention the Romanian brands on its website, either, although the deal was completed in 2008.
Despite keeping a low profile in Romania and rarely talking to the press, the decisions of Lactalis became quickly known to consumers.
Shortly after starting to make President yellow cheese in Vatra Dornei (NE Romania) in 2009, a brand with annual sales of over EUR1 billion, Lactalis decided to close the butter-making unit of the production facility in that city.
It also decided to close the cottage cheese facility in Suceava in 2011, as well as 14 milk collection centers in Suceava, Constanta and Tulcea and two food storage facilities. Lactalis explained that the decision to close the cottage cheese facility and move its equipment to Poland was because demand for such products was higher on the Polish market.
LaDorna products are now made in five plants, four of which in northern and one in SE Romania. Dorel Radu, Lactalis Romania general manager said in 2011 that less than 2% of the products the company sells in this country are imported. This is one of the few pieces of information the French group released.
(English version by Loredana Fratila-Cristescu)