Grup Șerban Holding, a Romanian entrepreneurial company active in several fields in agriculture, announces the implementation of a new brand image adapted to the new business structure.
“Throughout the 27 years of the business’s existence on the Romanian market, we have constantly invested in the growth and diversification of our activity to build a reliable brand for Romania and beyond. Throughout this period, Grup Șerban has had continuous growth by implementing successful projects and launching diversified products. In 2022, we took a new step in our development by listing on the Bucharest Stock Exchange. Thus, together with our teams, we considered that it was time to move towards a new visual identity, which shows what Grup Șerban is today: a family business transformed into a group of companies consisting of over 400 people and focused on providing quality products and services in the fields of agriculture, poultry farming, bakery, pastry-confectionery or food,” stated Nicolae Șerban, Chairman of the Board of Directors of Șerban Holding Group.
The implementation of a new visual identity was a necessary step for Grup Șerban, considering the size of the business, a local company with a turnover of 120 million euros, and the potential for further development of activities at the group level. Over the next ten years, Grup Șerban targets investments of approximately 50 million euros in expanding agricultural surfaces, poultry farms, irrigation systems, production facilities, and storage capacity.
INOVEO and the Grup Șerban team created the new visual identity of the group. The entire creative process was carried out during workshops, which focused on identifying the needs of Grup Șerban, the future objectives of the teams within the group companies, and how these objectives can be achieved. The results of this process led to a visual identity whose central pillar is represented by the people around Grup Șerban – from the Șerban family, who set the direction of business development to employees, partners, suppliers, investors, and shareholders. The colors chosen for the new visual identity represent the power and recognition of a successful Romanian business.
“With the support of INOVEO, we realized who we are, our needs, where we want to go, what we need to do to make our goals tangible, and how strong we are together with our teams. We were fascinated by the creative ideas presented by the INOVEO team and by the final result, which represents us at such a deep level,” stated Irina Șerban, Deputy General Manager of Șerban Holding Group.
Currently, the Grup Șerban Holding team is composed of over 400 employees involved in six fields of activity, such as agriculture and grain trading, oil and legume plants, poultry breeding and trading, bakery, pastry and confectionery, food through Băcăniile Șerban, distribution, and transport. In 2021, the group had a turnover of approximately 93.4 million euros and a net profit of 5.2 million euros.
In the field of agriculture, Grup Șerban is the largest producer in the area of Moldova, where it operates over 12,000 ha of crops in Bacău and Vaslui counties. The beneficiaries of the agricultural products of Grup Șerban are significant players in the field, such as PepsiCo or Cargill. At the same time, the company has a representative storage capacity of over 130,000 tons in three bases located in the two counties.
Regarding poultry breeding and trading, Grup Șerban owns five poultry farms in Bacău and Vaslui counties, and their total production capacity is 850,000 heads/series. In these farms, 70% of the feed recipe for chickens is represented by the grains produced within the group.
In the business line focused on bakery, pastry, and confectionery, Grup Șerban owns a bakery, a confectionery laboratory, and five stores under the Băcănia Șerban brand. The production capacity in this activity is 20 tons per 24 hours, and the products are delivered in supermarkets both under its brand, Granero, and private label.