European Fine Foods Import, the newest entry on the food distribution market, estimates sales could amount to 20 million euros by 2009, three years after setting up the company.
Michael Beck, one of EFFI associates, who was the general manager of the La Fourmi supermarket network for almost two years will be responsible for the development of the store network, which could reach 10-12 outlets in the future. Beck founded the company together with two other Dutch partners, Jos Oude Vrielink and Thomas Lundin.
The three shareholders of European Fine Foods Import (EFFI) invested half a million euros to bring 75 premium food brands to Romania. The company distributes premium food brands such as Cadbury, Unilever Calve, Conimex and Colman's, which are imported from Austria, England and Holland.
"When Romanian people start earning more, they will not eat more but they will spend more on high quality produce," explains Hans Volgels, general manager of the company, who laid the foundations of Unilever's distribution system in 1995.
The products in EFFI's portfolio target approximately 20% of domestic consumers but this percentage could increase once the standards of living improve.
Food specialties imported from Italy, France and Spain have already been on the domestic market for several years and prompted the founders of EFFI to source other brands from foreign markets to import, such as England, Austria and Holland.
"Out of all the products we import, peanut butter is proving very popular among Romanian consumers. To begin with we imported a few jars but soon, if demand keeps increasing as it has done so thus far, we will have to bring a lorry full of peanut butter to satisfy demand," Vogels adds.
Total investments in this business will amount to 1 million euros at the end of the year, according to the company representatives.
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