Sorin Ichim, the marketing manager of Caroli charcuterie producer, one of the top three players on the market, says the group is considering exporting on markets in the region, though the domestic market is still its main priority.
As many players on the domestic market are studying the possibility of operating exports to EU countries, Ichim states this may be an option for Caroli, as well.
"If we have all possible conditions why shouldn't we become a regional player? I do not see why we should limit ourselves to a national market. There are cases of Romanian producers already quite active on neighbouring markets. As long as there are players coming from abroad, why shouldn't we go abroad?" he added.
Last year, Caroli took over Cluj-based Maestro Industries producer in a deal worth some 5m euros, according to some market sources.
The company then relocated the entire production to the plant owned in Pitesti and closed down Maestro plant. So far, it has not decided on the sale of the land. Originally, Caroli officials had announced they would turn the plant of Cluj into a logistic centre, but meanwhile gave up this idea and opened the warehouse in another location in Cluj and will open a new logistic centre in Pitesti this year, too.
Caroli announced investments worth around 5m euros for this year in the construction of the 2 logistic centres and in the development of the car park and Maestro store chain.
"The project we've started in Cluj for the time being, where we have Maestro stores, will be continued in time, possibly for the other brands in our portfolio as well, following a schedule taking into account market needs. The development plan also includes regions outside Cluj," added Ichim. According to the company's representatives, quoting MEMRB research, Caroli brand in the first half of this year held a 7.5% market share.
Caroli Foods generated 92.1m-euro turnover in 2006, up 47% year-on-year and net income of 1.6m euros. This year, the company expects to derive 125m-euro turnover, 25-30% higher than in 2006.
Caroli this year earmarked a marketing budget worth 3m euros to be invested in the promotion of all Caroli Foods brands.
The meat products market, put at some 1bn euros, will expand by 10% this year against 2006.
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