“The fresh dairy product market is experiencing a slowdown in terms of growth due to the economic crisis we are undergoing. However, as a responsible producer of fresh dairy products, the Tnuva Romania company is looking for solutions and strategies to prevent possible effects, in spite of the fact that the market and the competition are changing rapidly,” according to a declaration for Business Standard by company representatives. They added that Tnuva will continue to offer consumers only the best quality products, regardless of “the difficulties and challenges of this period.”
This information is a company response to information that appeared in the Israeli press, according to which the sales of the local branch are down, the company plans to focus on large cities, and to interrupt operations in other cities, due to high logistical costs.
Tnuva, Israel’s largest dairy producer, invested €55 million in Romania in a Greenfield project. In just two and a half years since its appearance on the local market, it has launched over 50 products, becoming the third-largest producer of fresh dairy products in Romania. A study by the MEMRB market research company for the July 2008 – June 2009 period, shows Tnuva in third place on the yoghurt segment, after Danone and Friesland.
A recent development is the resignation, as of August, of Tnuva Romania’s Vice President of Marketing, Sagit Tzur-Lahav.
