“The Romanian market is just beginning in terms of private labels, which now make up for some 10 percent of sales. But this ratio could rise to 50 percent in the coming years,” Ovidiu Bocaniciu, the company’s General Manager, told Business Standard.

Reinert entered the Romanian market in the spring of 2007, by opening a cold meat factory with an annual production capacity of 10,000 tons in Brasov County, following an investment worth over €15 million. The company estimates €8 mln in net sales in 2008.

The Romanian cold meat market amounts to some 230,000 tons annually and has a value of over €1 billion (delivery prices). Major players are Cris-Tim, Caroli, Aldis Calarasi, and Elit.