Orkla Foods Romania sees consolidated sales rise 7 percent

Newsroom 12/04/2010 | 11:46

Orkla Foods Romania posted an increase of 7.5 percent in its consolidated sales last year on 2008, the company’s representatives have announced.

“Despite the unflattering economic context of the consumption industry, our results are positive. These are the result of a coherent sales and marketing strategy and of the completion of the internal restructuring program started at the end of 2007. This involved the relocation and concentration of the manufacturing activities on platforms from Bucharest and

Covasna and also the general optimization of production and logistic processes,” said Manuela Banu, general manager of Orkla Foods Romania.

The company launched a new business line at the end of 2008, making its entrance on the bread manufacture and confectionery ingredients segment, launching 108 products on the domestic market.

“We identified this direction in 2008 and the results are already visible, with the new business line making a contribution of 10 percent to the turnover of the B2B segment after only one year,” added Banu.

The firm consolidated its presence on the market last year, through extending some product ranges, launching new packages and changing recipes and designs for some products. According to company representatives, Orkla Foods Romania remained leader both in volume and value on categories such as ketchup (Tomi, LaMinut) and margarine for cooking (Unirea) and also leader in volume in the mustard category (Bunatati de la Bunica, LaMinut). The Linco brand had the biggest increase in term of sales, of over 20 percent, as a result of nonstop marketing campaigns, while the Wiesana brand has been repositioned through the improvement of the recipe with Omega 3 and 6 sources. The pate segment also posted a slow increase (Ardealul), its market share gaining one percent. The company intends to maintain its current performances on the retail market and to gain a top position for industrial consumption, especially on the new business direction – bread manufacture, confectionery and patisserie ingredients. Orkla Foods Romania has over 400 employees at the moment and is active on the local market through two companies, Orkla Foods Romania and Productie Ardealul.

Anda Dragan

 

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