Alba Iulia-based Transavia group, the biggest poultry producerdomestically, ended last year with 16% higher turnover in RON andflat turnover in euros, at 405.7m RON (95.7m euros), amid thepopulation's shift to cheap products. "Transavia registered growthin 2009 as well, a year of economic challenges, because we soldeverything we produced, though at lower prices. Both domesticallyand on foreign markets, clients' demands are moving to cheapproducts, so that nobody is asking you any more what you areselling, but at what prices," states Ioan Popa, 53, Transaviafounder and general manager. He added the current price level wassimilar with that in the autumn of 2007. The shifting consumerpreferences led Transavia to cut its promotion budget, but Popa didnot disclose its value. While he believes price pressures will beheavier in 2010 as the economic downturn is being truly felt inRomania as late as this year, Ioan Popa projects renewed turnovergrowth. "For Transavia, 2010 is a year of consolidation, a yearwhen we want to reach turnover increase of around 10-15% (in RONi.e.), even as prices are now below last year's". Popa expects toend 2010 with turnover of between 420-450m RON.
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