Muller, one of the leading producers of yoghurts in Europe, intends to have its own production facility. To that end, it is considering either a greenfield project or the acquisition of a local producer. "When Muller entered the UK market it took five years to build the factory. To us what is important now is to build the Muller brand, a virtually unknown name in Romania and when it gains higher awareness we will think about our own production facility," stated Jacob Katz, chairman of Muller Dairy Ro, the local branch of the producer. However, Muller has bold growth targets. The representatives of the company stated they intended to have the company be one of the top three players on the yoghurt market by the end of next year, which would entail a 40 to 50 million euro turnover judging from the current sales of the top four players on the segment (Danone, Friesland, Tnuva and Albalact). For Jacob Katz, 55, the Israeli that Muller Dairy Ro shareholders appointed to run the Romanian operations, this is not his first challenge on this market. He came here first in 1992 as vice-president of operations for Pepsi, then became chairman of Prigat Romania and was senior VP of URBB for almost five years from 1995.
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