Investments in brands maintain Caroli Foods in the black

“The news is good, considering there have been six difficult months and not many companies can say they are stable after this period. The reasons for our growth are the investment behind the brands and an improvement in efficiency of trade and distribution,” the company’s Commercial Vice President, Andrew Taylor, said. He estimates that the value of the market in 2009 will remain similar to that registered last year, namely €1 billion, and expects a one percent drop in terms of volume, compared to the 220,000 tons produced in 2008.

According to Taylor, the Romanian cold meats market is significantly fragmented, considering that the top ten players of the total of 250 producers total 60 percent of the market. In the first six months, the company consolidated its secondary position on the local market, and currently has a 12 percent market share. “For 2010, we estimate a market share of 15 percent, and our target is entering the race for the leading position,” Taylor added.

Moreover, the company will finalize this year the rebranding campaign which will bring under the Caroli Foods logo the five cold meats brands, namely Gourmet, Caroli, Maestro, Sissi, and Primo Familia.