Macromex: A Perfect Mix of Excellence and Innovation

A 100% Romanian company and a leader in the frozen and refrigerated products category, Macromex is celebrating 30 years of operations in 2023. Albert Davidoglu, the CEO of Macromex, told Business Review the story behind Macromex’s success on the Romanian market.

By Anda Sebesi

How has Macromex been able to remain the market leader in the frozen and refrigerated products category in such a difficult economic context?

Over the last ten years, Macromex has developed a resilient portfolio of products covering all price segments and a balanced distribution model covering traditional trade, modern trade, and the hospitality sector. We are not just a distributor, but a Marketing and Sales organisation for our own brands: Edenia, Food&Glory, Corso, and LaStrada. Throughout this period, we’ve continued to invest not just in our own brands, but also in the two B2B platforms Bocado (www.bocado.ro) and Mercadi (www.mercadi.ro) as well as in improving operational efficiency.

Since its inception, Macromex has deve-loped a wide range of successful private labels on the local market, including Edenia, Corso, La Strada, Food&Glory, Azuris, and Casa Gruia. What has this meant for the Romanian FMCG market?

All the strong brands Macromex has developed have added value for our customers. Edenia is today among the top 50 strongest Romanian brands and Corso is the number one brand in the ice cream category. As a market leader, Macromex has the responsibility of developing the ca-tegory, and all our brands have contributed to the growth of the FMCG market. The Romanian market’s consumption per capita is still below that of other countries in the region, let alone Western European markets. For example, in frozen vegetables, Romania is below 2kg/capita, while other CEE countries reach more than 4kg/capita, so the market has a good potential to grow in the coming years. Our goal as market leader is to bring new users into the category and continue to innovate.

Last year we launched our newest brand, Food&Glory. Our promise to the consumer is that we can provide them with a fine dining experience at home. Within just 6 months of its launch, we achieved an 8% market share in the fresh stuffed pasta segment. Our
portfolio includes both fresh stuffed pasta and slow cooked, sous vide meat. Slow cooked meat has great potential as the consumer will move from buying raw meat to cooked meat.

What do the three decades of presence on the Romanian market mean for Macromex?

We are proud and grateful to celebrate 30 years of passion and dedication in all we do at Macromex. During our three-decade journey, we’ve always focused on quality, innovation, and long-term partnerships. With each product developed and each partnership closed, we’ve proven that our team spirit and our desire to offer the best products have been key to our success. Macromex stands for innovation, evolution, and performance in the frozen and refrigerated products segment. Since the first year of our establishment, we have been a strong player on the FMCG market and have become one of the most appreciated suppliers in Romania. This year, Macromex became one of the top 10 su-ppliers in Romania, joining big multinational companies, according to a study carried out by Advantage. Behind the Macromex business is a professional team that constantly learns, takes risks, and achieves its objectives in any market circumstances or conditions. I’ll take this opportunity to thank all of them for their professionalism, ambition, and co-mmitment.

We are committed to delivering exce-llence in all we do and we want to remain a trusted partner to our customers. We are confident about the future and eager to continue to provide value and innovation in our industry. What are the company’s plans for the future in Romania?

We will continue to invest in our brands—Edenia, Food&Glory, Corso, and LaStrada—as well as develop the hospitality channel and our B2B platforms, Bocado and Mercadi.

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