Eastern Europe: Romania Bets on Imported Veggies and Bulgaria Gets Trendy with Ice Cream

The offer of frozen vegetables and fruit on the Romanian retail market is dominated by imports, explained by a lack of important local producers. The situation has little chance of changing in the near future, taking into account the value of investments necessary for starting local production, and also the small size of vegetable farms in the country. By Progresiv

Although the market leader is a Romanian brand, the frozen vegetables category is best represented, almost entirely by imported brands, while the most important player on the market are the suppliers and importers of such products.

However, the market is dynamic: the only Romanian producer of frozen vegetables, Frigorifer, was sold last year to Smithfield, especially because of heavy financial losses. Frigorifer’s main brand “Casa Taraneasca” is still being produced in Romania, although there are some products made in Poland as well. At the same time, Smithfield has distributed via the Romanian company Agroalim (which they later decided to shut down) several imported brands such as Hortex, Frosta, Greens or D’Aucy. It is yet unclear whether Frigorifer’s new owner will keep Agroalim’s full portfolio of imported vegetables or will give up some of the brands.

On the other hand, the most important Romanian frozen food brand, Edenia, belonging to Macromex, is produced via a partnership developed by the supplier with Belgian producer Dujardin. Edenia maintains 27% of the current market share of frozen vegetables, placing...

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