Built on the structures of the former poultry plant Avicola Crevedia previously owned by Tec Miaco, Agroli group of firms in 2007 generated 150m-euro turnover from five business units.
The Lebanese shareholders of Agroli group in 2006 bought Avicola Crevedia and implicitly Ferma Natural brand from the former owners who went bankrupt on debts standing at 16m euros.
Since then, Agricola Holding, controlling Agroli Group, has invested 15m euros in plants and farms, also continuing its process of acquisitions by taking over Golden Fingers frozen vegetables plant and other assets in the poultry industry.
For Agricola Crevedia, one of the group's most important assets, Agroli shareholders have budgeted 35% higher sales for this year amid strong expansion.
"At present, refrigerated meat demand is greater than market supply and Agroli is set to boost its distribution network and production capacity this year. This will bolster sales by 35% against the previous year. In the following years, we will maintain the upward trend, but without targeting spectacular figures," said Camelia Hoinarescu, marketing manager of Agroli.
Since it took over the former plant of Tec Miaco, Agricola Holding has operated investments of above 15 million euros to upgrade and retool the acquired production facilities.
"All these investments last year allowed for production capacity to rise by 150% and we plan to boost capacity by a further 60% by yearend, with the retooling process to be finalised in late 2008," Hoinarescu added.
This year, Agroli will invest 6m euros in new equipment. Starting June, the group will also launch a campaign promoting the company and its products. However, Hoinarescu chose not to specify the value of promotion investments.
"(...) In terms of marketing, 2008 is a year when we're studying the market for us to build a consistent strategy starting 2009, with related budgets, of course," said Hoinarescu.
She added that the company would have a clearer image of the share each type of product or brand will have in sales plans and about the marketing budgets to be earmarked as soon as this autumn. The group's most important brands are Avicola Crevedia, Ferma Natural and Cocolyso.
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