10044017

Market survey Romania - Fruits and Vegetables

This Market special is carried out by Business Development Group,

by order of EVD and in cooperation with the Dutch embassy in Bucharest.

EVD Further information: EVD

November Market adviser: Annemarieke Roelfzema
2009 Telephone: +31 70 778 89 17 | Email: roemenie@info.evd.nl
November 2009
The ministry of Economic Affairs, EVD

EVD supplies this information for free. The content needs to be available for free for our
clients, Dutch companies. It is not allowed to multiply or publish anything out of this edition
by photocopy, microfilm or on any other possible way, without previous notice of the
publisher. In spite of all the care that is taken over this edition, the Ministry of Economic
Affairs cannot be held legally liable for possible inaccuracy.

2
Table of content

1 Summary ........................................................................................................................................5
2 The Structure of the Romanian Market for fruits and vegetables ..................................................6
2.1 General considerations regarding the market for fruits and vegetables in Romania....... 6
2.2 Production of fruits and vegetables.................................................................................. 7
2.2.1 Production areas ......................................................................................... 9
2.2.2 Fruits............................................................................................................ 9
2.2.3 Vegetables................................................................................................. 11
2.2.4 Greenhouse sector .................................................................................... 11
2.2.5 Processing ................................................................................................. 12
2.3 Mushrooms .................................................................................................................... 13
2.4 Potatoes ......................................................................................................................... 13
2.5 Vineyards ....................................................................................................................... 15
2.6 Major governmental institutions and main legislation .................................................... 15
2.7 Main players................................................................................................................... 18
2.7.1 Small farmers ............................................................................................ 18
2.7.2 Commercial farmers .................................................................................. 19
2.7.3 Producer organizations.............................................................................. 21
2.7.4 Retailers .................................................................................................... 22
2.7.5 Wholesalers ............................................................................................... 23
2.7.6 Processors................................................................................................. 24
2.7.7 Horeca ....................................................................................................... 25
2.7.8 Research & education ............................................................................... 26
2.8 Fact sheet of the sector ................................................................................................. 27
3 Opportunities for the Dutch horticultural sector............................................................................30
3.1 Export of fresh fruits and vegetables ............................................................................. 30
3.2 Imports of fruits and vegetables..................................................................................... 31
3.3 Distribution and retail of fruits and vegetables ............................................................... 33
3.4 Quality aspects............................................................................................................... 35
3.5 Main developments in the fruits and vegetables sector & opportunities for market entry
and business development ............................................................................................ 36
4 Contact details main stakeholders ...............................................................................................38
5 Main Fairs and Exhibitions in the fruits and vegetables sector in Romania, 2010.......................50
6 Information sources......................................................................................................................51

3
Abbreviations

ADS State Domain Agency

ANCA National Agency for Agricultural Consultancy
ANIF National Administration for Land Reclamation
APDRP Paying Agency for Rural Development and Fishery
APIA Agency for Paying and Intervention in Agriculture
CAP Common Agricultural Policy
CLCA Local Centre for Agricultural Consultancy
DARD Directorates for Agriculture and Rural Development
DMPHS Directorate for Market Policies in the Horticultural Sector
EAFRD European Agricultural Fund for Rural Development
EAGF European Agricultural Guarantee Fund
EBRD European Bank for Reconstruction and Development
EC European Commission
F&V Fruits & Vegetables
FMCG Fast Moving Consumer Goods
G2G Government to Government
GD Government Decision
GDP Gross Domestic Product
GO Government Ordinance
IACS Integrated Administration and Control System
IFS International Food Standard
INCS National Inspection of Seed Quality
INSSE National Institute of Statistics
Inspection for Technical Control of the Production and Marketing of
ISCTPVLF Fruits and Vegetables
ISTIS State Institute for Testing and Registering Plant Varieties
KA Key Account
MA Management Authority
MAFRD Ministry of Agriculture, Forestry and Rural Development
NRDP National Rural Development Program
OJCA County Offices for Agricultural Consultancy
OMCA Municipal Office for Agricultural Consultancy
PGB Bucharest Wholesale Market
PGI Protected Geographical Indications
PSO/PSOM Program for Cooperation with Emerging Markets
SA Joint Stock Company
SC Commercial Company
SRL Limited Liability Company

4
1 Summary

Business Development Group was commissioned by the Netherlands Agency for International
Business and Cooperation (EVD) to carry out the present survey of the Romanian Market of Fruits and
Vegetables, for the benefit of Dutch companies and organizations with a strategic interest in accessing
this market.

The report presents a comprehensive view of the market, developed with the help of both desk study
and field research, including interviews with local players (horticultural suppliers, fruits and vegetables
producers, importers, wholesalers, retailers, logistics operators, etc.), relevant organizations
(authorities, professional associations, etc.), and individuals (end users, key experts, etc.). The
resulting survey provides a detailed insight into different aspects of the market, by compiling strategic
information that will allow Dutch enterprises to strengthen their local market position. The report also
answers a series of main questions that are especially relevant for Dutch SMEs, and combines in-
depth knowledge of sector specificity with the practical tools for capitalizing on development
opportunities in this market. As the Dutch (beneficiary) group is not homogeneous, the survey offers
tailored information and advice for various categories, such as suppliers of input, equipment,
technology & final products, potential investors and traders.

In the first part of the report, Dutch companies can get a better understanding of the structure of the
Romanian market of fruits and vegetables, including real size and characteristics, market profile and
potential by sub-sector, quantitative indicators, detailed structure analysis, specific business practices,
key players, risks and opportunities. Special attention is paid to major players (especially large retail
chains), but also to the peasant markets and small producers/traders. As information is generally not
fully available from official sources, field investigation was the main instrument of determining real
trends, facts and figures. As there are differences between Dutch and Romanian approach as regards
including mushrooms, potatoes and vineyards in the fruits and vegetables sector the three categories
are treated separately within the report.

The second part of the report focuses on opportunities for the Dutch horticultural sector, especially
aspects in which Dutch companies have good market openings through competitive advantage –
quality (production input, technology and final products), commercial know-how, and logistics. There is
a special chapter reserved for opportunities for market entry and business development which aims to
formulate the essential principles for Dutch success in the Romanian fruit and vegetables market. The
report is rounded off with a list of upcoming promotional events in 2010 as well as a consistent list of
major stakeholders in the sector, which can be a used as a strong basis for initiating business
relationships with key local players.

5
2 The Structure of the Romanian Market for fruits and
vegetables

Map 1: Map of Romania with counties

Romania is one of the most important horticultural producers from the European Union, with a total
th
cultivated surface ranking 6 (after France, Spain, Poland, Italy and Germany) and accounting for
about 5% in total EU production volume.

Even on a descending trend from levels before 1990, the agriculture played an important role in
Romania’s economic transition mainly as an occupational “buffer” absorbing a large part of the labour
force laid off from industry as result of post communist restructuring.

As of 2007, one third of Romania’s labour force was active in agriculture (a level high above the EU
average of 5.9%) while the sector had a solid 6.7% contribution to the national GDP. The ration of
arable land to the number of inhabitants in Romania is 0.42 ha/inhabitant, a value also above that of
most European countries, and almost double that of the European average (0.236 ha/inhabitant).
Despite the comparative advantages of the country given by the abundance of arable land and a
favourable climate, the Romanian agriculture suffers from fragmentation and obsolete production
methods.

The Romanian agriculture sector is often referred to as a significant beneficiary of European Union
membership because EU integration can give Romanian farmers the opportunity to upgrade and
rd
access to a market with more than 500 million consumers. Romania is now in its 3 year of
implementing EU regulations with regard to the common organization of the fruits and vegetables
market. The EU financial support has been the engine for the investments needed to raise the sector’s
competitiveness and helping local farmers improve efficiency through upgraded technology.

2.1 General considerations regarding the market for fruits and vegetables
in Romania

The total consumption (industrial processing and individual consumption) of fruits and vegetables in
Romania is on an increasing trend after 2001, with an average growth rate of 10% per year, reaching
5.6 million tons in 2008 (equivalent for about 260 kg per capita).

6
 Table 1: Monthly average consumption of fruits and vegetables, per capita,
-Kilograms-
2005 2006 2007
Potatoes 4.028 3.705 3.639

Vegetables and fresh and canned 6.769 6.987 7.036

-carrots and edible roots 0.660 0.661 0.693
-tomatoes 0.825 1.007 1.032
-dry onion 0.831 0.814 0.798
-cabbage and cauliflower 0.651 0.714 0.678
-bullion 0.304 0.280 0.300
-canned vegetables 0.175 0.168 0.182

Fruits 2.560 2.705 3.082

-apples and pears 1.306 1.214 1.364
-cherry and sour cherry 0.075 0.069 0.077
-apricots and peaches 0.088 0.108 0.123
-plums 0.096 0.110 0.074
-citrus, exotic and other tropical fruits 0.606 0.727 0.877

Pulses 0.452 0.428 0.398

Source: INSSE

The current level of total consumption for fresh fruits and vegetables is estimated by MAFRD at
120 kg/capita/year out of which fruits vary between 40 and 60 kg/capita/year. This is lower than
European average of approximately 180-200 kg/capita/year.

The weight of local products in total consumption is increasing up to 60% for vegetables from May to
October while for fruits the imports represents 70% to 75% all year long.

Most popular fruits are apples, grapes, plums, citrus fruits, bananas, pears, sour cherries, peaches and
nectarines. The market for fresh vegetables is dominated by cabbage, tomatoes, onions, carrots,
sweet peppers, cucumbers and garlic. Potatoes and melons are also major product categories.

Consumption on the Romanian market has the tendency to orientate towards domestic fruits and
vegetables, not only because lack of awareness but also because the local perception is that they are
more natural and tasteful. The Romanian consumer is rather conservative even if in the last years
important changes in mentality can be noticed as regards both willingness to pay more for a quality
product and the choice for new varieties.

Total market value is currently estimated at 1 billion EUR also on an increase trend based on the
domination of imports and increased prices of local production. The sales of fresh fruits and vegetables
are highly seasonal with 70-80% growth during the warm season compared to winter. The constant
market increase after 2001 relates to the improvement of the purchasing power, increase of awareness
and sophistication of consumer taste as well as the development of the retail and HoReCa sectors.

2.2 Production of fruits and vegetables

The country has a century-long tradition of family farming interrupted by the nationalization and
communisation of farmland during the communist regime. In this period, traditional farms were
replaced, in most areas, by state-controlled administrative structures. The inhabitants of rural areas
gradually became employees of the state, paid in cash, or in cash and agricultural products.
After 1989 and the fall of the communist regime, the nationalized lands were gradually returned to their
original owners.

7
The legal framework for this action was composed of a series of laws that had a deep impact on the
production systems, the post-harvest processing, the agricultural infrastructure, research and
consultancy leading to a dramatic decrease of local production.

The area cultivated with vegetables in 2008 represented 2.9% of the agricultural surface, while fruit
trees accounted for 1.7%. The private sector controls approx. 98% of the total surface, the 2% balance
being state property (horticultural research centres or directly under State Domain Administration).
Romania’s horticultural production amounts on average to 4.9 million tons per year, 35% of which
vegetables and melons, 35% potatoes, 15% grapes and 15% fruits.

The structure of the production per varieties was highly influenced by the evolution of the demand on
the market and the aging of the existing patrimony in both the fruit and vegetables sectors.

Table 2: Romania’s Horticultural Production

Surface Production

Thousand ha Thousand tons

2006 2007 2008 2009* 2006 2007 2008 2009*

Vegetables 280 253 269 232 4,139 3,117 3,809 3,054

(including melons)

Potatoes 278 268 255 4,016 3,712 3,649

Fruits trees 157 156 149 161 660 673 710

Vineyards 191 188 189 912 873 992

Source: The Romanian Food Sector, Agricultural Office of Embassy of the Kingdom of the Netherlands in Bucharest,
August 2009, INSSE, MAFRD
*Provisional data for the first 9 months of the year

While for vegetables the figures show a decrease of production and harvested surface, the first nine
months of 2009 bring better results for the fruits where both production and harvested surface
increased – a direct consequence of the latest investments in the sector as presented further in the
report.

The average levels of fruits production in the 3 years before Romania’s accession to the EU show the
domination of apples (with a production of over 5,000 thousand tons) and plums (with 2,700 thousand
tons) while other categories are registering lower levels.

Table 3: Structure of Fruit Production

-Thousand tons-
Variety Apple Pear Peach Apricot Cherry Plum Nectarine Walnut Strawberry
Romania 5,363 262 124 137 373 2,768 6 181 180
Fruit-
Growing
Production
(average
2004-2006)
Source: MAFRD

As regards the production of vegetables cabbage, tomatoes, aubergine, garlic and melons contribute
significantly to the EU production output:

8
 Table 4: Romanian Production of Vegetables
-Thousand tons-
Variety Cabbage Tomato Cucumber Yellow Water Aubergine Garlic Onion Peas Green
Mellon Mellon beans
Production 6,790 3,637 640 533 6,467 1,001 511 2,700 189 447
average
2004-2006,
(thousand
tons)
EU27 37,900 17,5850 21,480 23,640 28,410 8,150 3,100 54,900 7,820 11,500
Vegetables
production
average
2004-2006,
(thousand
tons)
Share 17.9 2.1 3.0 2.3 22.8 12.3 16.5 4.9 2.4 3.9
Romania in
EU (%)
Source: MAFRD

For 2009 the production is expected to be higher for cucumbers, peppers and cabbage (as a result of
introducing more productive varieties) but lower for carrots and onion.
2.2.1 Production areas

As of 2005, 25.9% of EU-27 holdings growing fresh vegetables, melons and strawberries were located
in Romania.

The Romanian soil map below gives an indication of the variety of soil categories and their location in
Romania. Romania’s climate and soil offers favourable conditions to fruit trees and shrubs, which are
cultivated, according to their biological demands, throughout the country, from low plains to altitudes
above 800-1,000 m.

Map 2: Romanian Soil Categories

2.2.2 Fruits

The fruit tree patrimony (orchards and nurseries) used to cover 290 thousand ha in the 1980’s
representing 2% of Romania’s agricultural surface at that time.

9
After 1990 the fruit tree patrimony constantly diminished, to as low as 142.3 thousand ha in 2005.
Currently the surface covered with fruit trees represents 1.7% of the total agricultural surface
respectively 2.2% of the total cultivated surface.

The big socialist orchards of 200-300 hectares/unit were fragmented by land restitution and gradually
diminished due to lack of resources and knowledge of the private owners. As a result the number of
viable orchards is currently very low with a generally aged tree patrimony and a low regeneration
rhythm. Each year, 2,000 ha are newly cultivated with various fruit trees, while over 30 times as many
ha are in decline.

The production statistics point out that the main fruit tree species in Romania are plum, apple, cherry
and sour cherry. Plum tree is still having an extensive presence of up to 50% of the existing orchards
(used to be 70-80% up to the Second World War), with local varieties cultivated mainly for distillation
use.

Crops systems are still extensive (for example apple trees are cultivated with densities of 800-1,200
trees/ha as compared with western standards of 2,500-3,000 trees/ha) and high productivity varieties
are used at very low levels (for example grafting rootstock M9 generally used in Europe is seldom
present in Romanian orchards). The Romanian fruits are of inferior quality, up to 35-50% being used
for processing.

From the point of view of areas and total number of trees, the largest concentrations of orchards are in:
- sub-Carpathian area of Oltenia and Muntenia (Arges, Valcea, Prahova, Buzau, Dambovita, Olt
1
and Dolj counties)
- North-East Transylvania (Bistrita Nasaud, Salaj, Satu Mare, Maramures and Bihor counties)

The zoning of orchards, based on the tree species criteria, is as follows:

- apple trees
O
o favourable areas, average annual temperature 8-9 C + 700-800 mm annual
precipitations
o mid sub-Carpathian area (Arges, Valcea, Dambovita, Prahova counties)
o North-West Romania (Bistrita Nasaud, Maramures, Salaj, Cluj, Satu-Mare, Bihor
counties)
o North Moldavia
o also good conditions: Mures, Sibiu, Bacau, Iasi, Buzau, Dolj, Caras Severin,
Timisoara, Arad, Hunedoara, Alba, Gorj, Mehedinti, Olt, Brasov, Harghita, Botosani,
Vaslui and Vrancea counties
- plum trees
o widely cultivated in most of Romania
O
o favourable areas, average annual temperature 9-10 C + precipitations 650-700 mm
annually
o counties: Arges, Valcea, Olt, Prahova, Buzau, Caras Severin, Hunedoara, Dambovita,
Mehedinti, Arad, Salaj, Bihor, Cluj
- cherry and sour cherry trees
o on all forms of relief
o most often found in the following counties: Iasi, Vaslui, Botosani, Bacau, Neamt,
Vrancea, Arges, Giurgiu, Dolj
- pear trees
o less cultivated in Romania
O
o favourable areas, maximum temperature in July and August 24-26 C + minimum
O
temperature in July 10-12 C
o counties: Arges, Prahova, Buzau, Dambovita, Valcea, Dolj, Mehedinti, Caras-Severin,
Timisoara, Arad, Bihor, Neamt, Bacau, Suceava, Botosani, Iasi, Mures
- apricot trees
o the most climate-sensitive species
o mostly found in S Romania: Dolj, Giurgiu, Calarasi, Constanta, Ialomita, Tulcea, Olt
Teleorman counties
o also found in W Romania: Bihor, Arad counties
- peach trees
o mostly found in S and W Romania: Dolj, Constanta, Giurgiu, Olt, Mehedinti, Bihor,
Arad counties + Bucharest area

1
For county location see map under Summary chapter
10
 - other species: walnut trees, chestnut trees, fruit shrubs, strawberries
present all around the
country, with concentrations in several micro-zones
o walnut tree in the Targu Jiu (Gorj) and Geoagiu (Hunedoara) area
o chestnut tree in Gorj and Maramures counties
o strawberries in Satu Mare, Olt, Valcea counties
2.2.3 Vegetables

Romania has a high potential for producing field vegetables, mainly due to the high natural fertility of
soils and the diversity of the climate. Based on those parameters the following zones are determined:
O
• Zone I
medium annual temperature 10-11 C, precipitations 400-500 mm/year, relative air
humidity 30-60%, soil categories: steppe brown, chestnut and brown chernozem (mainly in
South Romania and the Western Plains), availability of irrigations.
O
• Zone II
medium annual temperature 5-11 C, precipitations 550-650 mm/year, relative air
humidity 65-70%, types of soil: chocolate and degraded chernozem, forest brown, swamps,
meadows, solidified sandy soils (mainly in Moldavian sub-Carpathians, Satu Mare region in
North Romania).
O
• Zone III
medium annual temperature 6-8 C, precipitations 600-650 mm/year, relative air
humidity 65-70%, types of soil: chernozem, brown forest soil, weak or medium podzolite soils,
alluvial soils (mainly in the Transylvania Plateau-centre Romania).

The territorial development of the main vegetable crops is based on the utilization of the environmental
conditions for best economic profitability:
- Tomato crops (early, semi-early and late), representing 25% of all surfaces cultivated with
vegetables are located in zone I and II, in specialised areas for different varieties. Main
geographical zones are Arad (Arad), Sanicolau Mare (Timis), Bailesti (Dolj), Alexandria, Zimnicea,
Vidra (Teleorman).
- Onion crops are to be found in S Romania, Western Plains and Iasi county.
- Peppers are generally cultivated in zone I and II in similar conditions as tomatoes.
- Cabbage, a highly adaptable crop, can be found in all regions (early crops mostly in South and
Western Romania).
- Garden peas around canneries, mostly in zone II.
- Garden beans, more demanding plants are still cultivated in all zones including early crops.
However a second crop can be obtained generally in South Romania.
- Cucumbers, even if sensitive to heat, are traditionally cultivated in the south of the country but
also in the Transylvania Plateau and N Moldavia based on favourable micro-zones conditions.
- Root vegetables have favourable conditions all over the country but best productions are obtained
in the Western plains and centre Transylvania. Production expanded also in the radius of the big
cities based on constant demand.
2.2.4 Greenhouse sector

Before 1989 Romania ranked second in Europe after the Netherlands with a total surface of 2,500 ha
greenhouses.

In the last 20 years this surface constantly diminished due to the increase of energy costs in
connection with the gradual reduction of state involvement in the field. The greenhouses were
generally set up in the proximity of city power plants using steam as heating agent at preferential
prices. Along with the restructuring of the energy sector (privatisation of main players) the preferential
regime was not possible anymore the solution was to privatise also the greenhouses. Competition in
real market conditions resulted in closing down many operations especially in the beginning of 2000’s,
most of the traditional units becoming more interesting as real estate opportunities.

One interesting example is the Isalnita greenhouses (nearby Craiova, Dolj) the biggest in the world at
its establishment in 1969 (200 ha). The company was privatised in 1998 and in order to cope with the
increase of energy costs, set up its own heating station and reduced the production range to one
variety: cucumbers mainly for processing. Other three major greenhouses Codlea (Brasov), Agroser
Campia Turzii (Cluj) and Orser (Oradea) were also privatized (same format-same owner) became
bankrupt in 1-2 years, the equipment was sold as scrap and the land became target for future
residential projects.
11
As a direct consequence of the reduction in surfaces, the level of vegetable production in greenhouses
decreased severely from 203 thousand tons in 1991, to a minimum of 48 thousand tons in 2000,
picking up after 2001 but nowadays still far from levels before 1989. In 2007 the total surface of
greenhouses used for fruits and vegetables reached 420 ha, while current MAFRD estimations are a
2000ha surface would cover the current domestic demand.

The main vegetables grown in greenhouses in Romania are: tomatoes, cucumbers, cabbage, peppers.
The main downsizing factors for the greenhouse sector remain:
- high energy costs (the economic efficiency and productivity of greenhouse per hectare are
conditioned by the ability to facilitate appropriate growth and development conditions for plants,
by compensating for exterior climate with heating; heating expenses represent over 65% of total
greenhouse costs)
- high costs of inputs (seeds, fertilizers, etc) and irrigation works
- lack of qualified labour force
- the seasonal nature of production; the intensive production of vegetables takes place over 2
production cycles (with the exception of the new greenhouses in Pipera designed for continuous
production cycle): cycle I
1 November – 30 April; cycle II
1 July – 31 December
- specificity of consumption habits: Romanian consumers are unaccustomed to consuming fresh
vegetables during winter time (demand picks up starting May)
- lack of an efficient storage & distribution system
- high bureaucracy in setting up a new facility (same permits are required as for regular building
- market conditions (unfair competition of un-organized market, strong competition from imported
products)
The majority of private owned greenhouses currently active in Romania are small surfaces solariums
(plastic tunnels generally on wooden structures), rarely operated on commercial basis (more for self
consumption). The largest concentration of plastic tunnels is in Matca (Galati) on approximately 125
ha. Main problem there is the absence of storage facilities in the area; a producer group is currently
under establishment aiming at gathering local owners and identify a partner/investor to build collecting
centre & warehouse.

Major commercial glasshouses still functional are:

 Leoser (Popesti Leordeni, Ilfov) – 120 ha (heated)
 Berser (Berceni, Bucharest) – 30 ha (heated)
 Pipera (Bucharest, member of Leader International) – 13 ha (heated)
 Leader Constanta (Constanta, member of Leader International) – 36 ha (unheated)
 Agro Codlea (Arad) – 14 ha (heated)
 Agroindustrial Sere Izvoarele Neamt (Neamt) – 22 ha (heated)
2.2.5 Processing

In Romania there are 89 processing and canning units functional with a total capacity of 237 thousand
tons fruits and vegetables. The processed fruits and vegetables production amounts to 11% of the total
horticultural production in Romania. The consumption of canned vegetables is estimated at 6.5-6.8
kg/inhabitant and for canned fruits of 2.1-2.4 kg/inhabitant, in 2008.

The main factors that currently influence the buyer’s decision in the canned fruits and vegetables
sector are: shelf life, the use of preservatives and the actual percentage of fruits or vegetables
contained by the product. Price is also an important factor, but consumers are not willing to give up on
quality to save on price. According to the National Producer’s Association Romconserv, Romanians
prefer local brands of canned fruits and vegetables.

The main distribution channels for canneries are modern retail chains, which have, consequently,
become the main target for the direct sales of processors.

12
Some of the main challenges that processors of fruits and vegetables face are:
 vegetables, as raw materials, are difficult and costly to produce and harvest, especially
tomatoes, pepper, eggplants and root vegetables
 retail chains have hidden taxes (display, shelf positioning, store openings, remodelling,
promotions, etc.) which directly affect producers

These challenges have led to a modification in the structure of fruits and vegetables canneries. Some
of the top players in the industry have opted to become vertically integrated – they own the
greenhouses and culture fields and control their supply flows of raw material.

Almost 80% of the current processing facilities have been modernized by using own funds and pre-
accession EU financing (SAPARD). Over the last 2 years, more than 40 million EUR were invested in
processing plants for improvement of the quality and profitability of production but also to implement
quality standards (HACCP) opening the possibility to export to the EU and international market.
Today, the canned goods are in Romania’s top 3 exports of fruits and vegetables.

The processors mostly target retail chains directly, and also focus on exports to countries where there
are consistent Romanian communities. Most canned goods are vegetables: tomatoes in tomato sauce,
peas, vegetable mixes, green beans, vegetables in vinegar. Pickles and lactic-fermented vegetables
are gaining market ground, especially in old EU member states. The main canned fruit products are:
preserved fruits, jam, natural juice, dried fruits and a traditional plum jam (“magiun” – a registered
Romanian national trademark in the EU).

2.3 Mushrooms
The main mushroom species cultivated in Romania are Agaricus Bisporus (the dung mushroom,
inappropriately named "champignon") and Pleurotus Ostreatus (also known as "beech trout").

Other species of mushrooms grown in Romania are:

- thermopile white mushroom (Agaricus Edulis)
- red sponge (Pleurotus Florida)
- brown sponge (Pleurotus Sajor-Caju)
- horn sponge (Pleurotus Cornucopiae)
- morel sponge (Coprinus Comatus)
- straw mushroom (Stropharia-Rugoso-Annullata)

The main production areas for mushroom cultures are Arad, Harghita, Mures and Olt.

The evolution of production of mushrooms was as follows:

Table 5: Mushroom production in Romania

2006 2007 2008

2,559 tons 1,083 tons 1,664 tons

Source: MAFRD

Out of all the species of mushrooms available for consumption, Romanians prefer the Agaricus while,
abroad, Peurotus is the leader in consumer preferences. Pleurotus cultures have seen an explosive
development over the past few years across the world, as they are easy to grow, are low maintenance
and they can be grown on layers of paper waste, sawdust and other types of compost.

In Romania, the main players in mushroom production are Euromix, Eurom Greens, Val Padana
Trans, Boglar Champ, Agaricus SRL. There is also a Romanian Association of Mushroom Producers
and Distributors with 34 members.

2.4 Potatoes

Romania is one of the top 20 potato producers in Europe. Potato production followed and ascending
trend until 2006, when it reached 4 million tons.
13
Starting with 2007, however, the total quantity began to decrease, as a result of the decrease of
cultivated surface. In 2008, the total surface cultivated with potatoes was 255,000 ha, and production
reached only 3.64 million tons.
The main reasons for this decrease in cultivated surface are:
- wholesalers offer low prices to producers (0.08 – 0.10 EUR per kg), due to the predominance of
cheap imports (mostly imports not accepted in other EU states); this price does not cover
production costs
- production costs reach 2,000 EUR/ha, and yield an average production of 25 t/ha (in some
areas: 40 t/ha)
- the high production costs are mainly due to the high price of seed potatoes, pesticides, labour
force and fuel (fuel costs are subsidized at 0.25EUR/l but not exceeding 9.75 EUR/ha and only
for crop establishment and not for additional works such as irrigation)
- Romanian CAP subsidies are generally smaller than those received by Western European
farmers

The main areas for growing potatoes are:

- central Romania (Brasov, Harghita, Covasna counties)
- NE Romania (Neamt, Suceava counties)

Some of the varieties of seed potatoes on the market at the moment area: Condor, Desiree, Laura,
Bellarosa, Minerva, Tresor, Adora, Impala, Almera, Jelly, Cosmos, Inova, Everest, Piccolo Star,
Santana, Saphire, etc.

In 2008, potato cultures benefited from direct payments of 106 EUR/ha and in 2009, the subsidies are
set for 116 EUR/ha. The national subsidies are only for potato crops for processing and are of 33
EUR/t.

Romania also produces seed potatoes, but the surface reserved for this activity has also decreased.
The main factors limiting the evolution of the seed potatoes sector are:
- a lack of subsidies for fighting bacteria (an infestation with Dithylencus Destructor, in 2009
resulted in a large part of production placed under quarantine)
- the analyses for quarantine bacteria in potato are done for seed potatoes only in the Central
Phytosanitary Laboratory in Bucharest, the other phyto-sanitary laboratories in the country are
not yet accredited for bacteriological analyses for potatoes.
- there are no means of performing counter-testing (enforced legislation does not allow)
- risk of spreading bacteria
animals eat infested potatoes and contaminate healthy soils
- no proper legal framework for protecting authorized producers from the unfair competition of
“small producers”

Romania has a national research & development institute for potatoes and sugar beet, in Brasov, with
two local offices – Targu Secuiesc and Miercurea Ciuc (all potato-growing areas). Brasov also hosted
th
in 2008 the 17 edition of the European Association for Potato Research Conference (international
year of the potato).

Dutch knowledge in the sector is present on the market since 1990’s via governmental projects (such
as the PSOM project of STOAS GreenWise, aiming the development of the seed potato sector in the
Covasna and Brasov counties) as well as various commercial initiatives (support to local producers,
cooperation with local producers for development of their operations or setting up own branches in
Romania):
- The Company Agro Turdean Impex from Badeni (Cluj) was set up in 1994 the owner benefiting
from a scholarship in the Netherlands on intensive technolgies for potato cultivation. Today the
company has a 50 ha potato farm and production is delivered for chips production to Star Foods,
one of the largest players in this sector. The seed potatoes (Lady Claire variety) are still coming
from The Netherlands together with other inputs for the farm.

- Another successful example is the project developed by HZPC Holland BV at Astra Trifesti (Iasi).
Dutch potato varieties adapted to particular conditions of the Iasi region are cultivated on 100
hectares using upgraded techniques for cultivation, crop maintenance, harvesting, sorting and

14
 packaging (sales mainly on the local institutional market and via and intermediary to McDonald’s
for processing).

- The Dutch company Van Rijn is an active player through its local divisions in Romania: Van Rijn
Balkan in Constanta (Constanta) that produces mainly seed potatoes on 4 ha and Van Rijn
Danubiana, focusing on marketing of the production (and also importing fruits and vegetables).

2.5 Vineyards

In 2008, Romania’s total production of grapes was 800,000 t (both for wine and direct consumption),
th th
which ranked it 18 among world grape producers, and 6 among European grape producers.
th
Also in 2008, Romania ranked 4 in Europe as regards the surfaces cultivated with vine (194,000 ha)
th
and 5 in terms of wine production. In mid-September 2009, the total production of wine grapes was
estimated at 156,000 t, while the production of grapes for consumption totals an estimated 34,000 t.

Half the vine surface in Romania is cultivated with noble vine, significantly beneath the 240,000 ha limit
negotiated with the EU. Ecological vineyards only cover 400 ha, with only 18 farmers of ecological vine
registered to date. The largest vine farmer in Romania is the wine producer Murfatlar, which manages
3,000 ha of vine. Over the last 4 years, over 100 million EUR have been invested in the vine and wine
sector, not only in new technologies but also to set up new vine cultures. Currently, in Romania there
are 8 vine regions, 37 vine estates and 171 vine centres.

The most popular types of grapes for consumption are those locally produced, such as Muscat, Pearl
of Csaba, Queen of the Vineyards, Cardinal, Chasselas dore, Early Pance, Muscat de Hamburg,
Cinsaut Muscat d’Adda, Aiuz-Ali, Chasselas Napoleon. Among the favourite imported types of grapes
are Red Globe, Crimson Seedless, Victoria, Italia.

2.6 Major governmental institutions2 and main legislation

The Ministry of Agriculture, Forestry and Rural Development (MAFRD) is the specialized governmental
institution responsible for elaborating, regulating and implementing national and EU agricultural
policies, as well as modernizing the sectors under its administration:
 agriculture
 food production
 rural development
 fishing and aquaculture
 forestry
 land reclamation
 optimizing exploitations and preserving soils
 scientific research

Also, MAFRD is the Management Authority (MA) for EAFRD funding granted for agriculture and rural
development by the EU, through the National Rural Development Program (NRDP). The MAFRD
agency in charge with NRDP management, payments and connected activities is the Paying Agency
for Rural Development and Fishery (APDRP).

MAFRD acts locally, at county level, through its 42 Directorates for Agriculture and Rural Development
(DARD). There is a DARD in each of the 41 counties and 1 in Bucharest.

There are several institutions and directorates involved in transposing and implementing regulations in
the horticultural sector, all subordinated to MAFRD and operating within its framework. Through their
local offices, these organizations must disseminate and enforce, at county and local level, the
obligations set by CE Regulation 2200/96 and CE Regulation 1182/2007, regarding the common
organization of the fruits and vegetables market.

2
The current institutional structure is expected to be adjusted in 2010 due to government budget cuts
15
The main roles in the fruits and vegetables sector have been allocated to:
 Directorate for Market Policies in the Horticultural Sector (DMPHS)
 Directorate for Technical Inspections and Control in the Plant Sector
through the State
Inspection for Technical Control of the Production and Marketing of fruits and vegetables
(ISCTPVLF)
 Paying and Intervention Agency in Agriculture (APIA)
 National Agency for Agricultural Consultancy (ANCA)

The Directorate for Market Policies in the Horticultural Sector (DMPHS) is subordinated to the
General Directorate for Implementing Agricultural Policies, which is part of subordinated to MAFRD.
DMPHS elaborates strategies for the horticultural sector, surveys the status of national production of
fruits and vegetables, as well as of land areas allocated to fruits and vegetables. This Directorate also
collects information with regards to market prices for fruits and vegetables in Romania, which it then
communicates to the EC.

The State Inspection for Technical Control of the Production and Marketing of fruits and
vegetables (ISCTPVLF) is responsible for coordinating control activities for ensuring conformity with
quality (commercial) standards. The conformity control ensures that commercial parameters are
respected for fresh fruits and vegetables, in the entire supply chain, from the producer to the end
consumer. This control is performed according to EU specifications, respecting the methodology
established by CE Regulation 1148/2001. ISCTPVLF is run by the Coordination Authority (at MAFRD
level) and acts through its Control Bodies (at DARD level, for each county). The ministerial body
performs periodic controls at production sites, as well as in fruits and vegetables markets.

The Agency for Paying and Intervention in Agriculture (APIA) has been managing European
funding from the European Agricultural Guarantee Fund (EAGF) since 1 January 2007. APIA grants
subsidies as direct payments per hectare, managed by the Integrated Administration and Control
System, and implements the market measures foreseen by taken to implement commercial
mechanisms according to the Common Agricultural Policy (CAP). APIA is responsible for:
 the import-export certificate system
 guarantees for agricultural imports and exports
 intervention systems for agricultural products

In order to operate efficiently, APIA has a central coordination unit (at ministry level), 42 county centres
and 210 local centres.

The National Agency for Agricultural Consultancy (ANCA) is a public institution with juridical
status, subordinated to MAFRD. It is responsible for:
 Informing the rural population about provisions of the Romanian legal framework that are
harmonized with those of the EU
 Promoting of the rural development programs
 Providing technical assistance for studies (business, research, etc.)
 Applying research results in the field of rural development
 Providing management consultancy for farms
 Providing assistance and technical advisory to help farmers access structural funds, other
finance programs and support measure
 Supplying vocational training programs to the rural population, in the fields of agriculture, fish
breeding and forestry
 Disseminating information through events, promotional materials, etc.

ANCA operates at county level through the County Offices for Agricultural Consultancy (OJCA), in
Bucharest through the Municipal Office for Agricultural Consultancy (OMCA), and at commune level
through Local Centres for Agricultural Consultancy (CLCA).

Other MAFRD institutions relevant for the horticultural sector are:

• The State Domain Agency (ADS) is the specialized institution that privatises state agricultural
enterprises and concessions state agricultural lands.
• The National Administration for Land Reclamation (ANIF) performs complex works to build
structures and improve soil, in order to ensure the integrated and sustainable development of
agriculture and rural development: irrigations, agro-technical measures, dams, draining,

16
 combating soil erosion, increasing agricultural production (switching from subsistence to
commercial agriculture).
• The State Institute for Testing and Registering Plant Varieties (ISTIS) is the only specialized
body of MAFRD responsible for the technical examination of Romanian and foreign varieties,
and for their registration in the official Varieties Catalogue and the Varieties Registry.
• The National Inspection for Seed Quality (INCS) is the official regulatory body, within MAFRD,
with the responsibility of official certification of seeds and propagation material in Romania.

Main European Legislation applicable in Romania

Council Regulation (EC) No 73/2009 establishing common rules for direct support schemes for farmers
under the common agricultural policy and establishing certain support schemes for farmers, amending
Regulations (EC) No 1290/2005, (EC) No 247/2006, (EC) No 378/2007 and repealing Regulation (EC);
Commission Regulation (EC) No 1580/2007 laying down implementing rules of Council Regulations
(EC) No 2200/96, (EC) No 2201/96 and (EC) No 1182/2007 in the fruit and vegetable sector REC
1234/2007 – common organization of agricultural markets;

Commission Regulation (EC) No 1973/2004 laying down detailed rules for the application of Council
Regulation (EC) No 1782/2003 as regards the support schemes provided for in Titles IV and IV a of
that Regulation and the use of land set aside for the production of raw materials;

Commission Regulation (EC) No 796/2004 laying down detailed rules for the implementation of cross-
compliance, modulation and the integrated administration and control system provided for in of Council
Regulation (EC) No 1782/2003 establishing common rules for direct support schemes under the
common agricultural policy and establishing certain support schemes for farmers.

Main National Legislation in the sector

Government Decision (GD) 1078/2008 – granting financial aid to producer groups and producer
organizations from the fruits and vegetable sector;
Government Order (GO) 694/2008 – conditions for recognizing producer groups and organizations in
the fruits and vegetables sector, as well as the means for their financing;

Romania benefits from the system of direct aids to the farmers, being registered in the Integrated
Administration and Control System (IACS) with a surface for production of fruits &vegetables of
169,099.1 ha. In 2007, the methods for supporting farmers directly were established, as premiums and
subsidies, for cultivate surfaces, for sugar cultures, for energy cultures, etc.

In the fruits and vegetables sector, support was directed towards setting up and supporting recognized
producers groups and implementing the best practice system EUREPGAP for greenhouse vegetables
and mushrooms in climate controlled spaces. Vineyard owners received subsidies for producing wine
grapes and producing wine. Also, seed and planting material producers received subsidies for
potatoes, fruit trees and vines.

As regards national support a total of 1,067,073 EUR was made available from the state budget, in
2008, for producers of fruits whose orchards were affected by the late spring freeze of 2007.The table
below is presenting main subsidies allocated for 2009 in the horticultural sector:

Table 6: National Subsidies Horticultural Sector, Romania 2009

Subsidized activity Eligible crops Costs Available aid Total
covered available aid
Implementing the 70% of Up to 2,300 45,000 EUR
EUREPGAP/GLOBALGAP certification, EUR/contract
system for best practices analysis,
in the fruits and vegetables permit costs
sector
Facilitating the operations 9,000
of recognized producer EUR/group
groups
Financial support for Vegetables in 140 EUR/t 5 mil EUR
- vegetables produced in greenhouses
heated greenhouses – Mushrooms 180 EUR/t 830,000 EUR
17
mushrooms produced in 35% (VAT 370,000 EUR
climate controlled spaces excluded) of
heating and/or
electricity bills,
or fuel of any
kind
Tomatoes 80 EUR/t 845,000 EUR
Peas 70 EUR/t 210,000 EUR
Green beans 80 EUR/t 165,000 EUR
Peppers (all 70 EUR/t 110,000 EUR
types)
Financial aid for fruits and Cucumbers 30 EUR/t 35,000 EUR
vegetables cultivated for Apples 35 EUR/t 167,000 EUR
processing Plums 45 EUR/t 82,000 EUR
Cherries 45 EUR/t 73,000 EUR
Sour cherries 45 EUR/t 28,000 EUR
Peaches 70 EUR/t 35,000 EUR
Grapes for 70 EUR/t 25,000 EUR
consumption

Financial aid for Vegetables, 30% of cost of Up to 1 Vegetables –

purchasing packaging strawberries, materials EUR/piece 445,000 EUR
material and other fruit trees and Fruit –
materials necessary for fruit shrubs 220,000 EUR
packaging and fresh
delivery
Storage Onions, root 30% of Up to 15 670,000 EUR
vegetables, storage EUR/t/storage
apples, pears, expenses period
grapes for
consumption
Energy for greenhouses Vegetables 35% of energy 2.5 mil EUR
and bills
mushrooms
Phyto-sanitary treatment Treatment 110 EUR/ha 510,000 EUR
for vineyards costs
Supporting production of 33 EUR/t 890,000 EUR
potatoes for industrial use
Source: GD 693/June 10, 2009, exchange rate 1 EUR=4.2 RON

Major limitation factor in using the subsidies is they are paid with substantial delays with direct effects
on farmers’ profitability. Some subsidies will continue past 2010, with some modifications according
with EU Regulation 1857/2006. Some state aid will continue as payment for services (such as
compensations for natural disasters) and direct support will be given to farmers for financing
phyto-sanitary campaigns at national level, new investments including credit guarantees as well as
reducing the excise on diesel fuel and electricity used in agriculture (pumping stations for irrigation).

2.7 Main players

2.7.1 Small farmers

IACS data submitted by Romania for the fruits and vegetables sector shows that farms with surfaces
less than 3 ha are predominant, 90% of these farms being managed by private parties.

The high fragmentation and dispersion of cultivated areas (especially for field vegetables) is a result of
the reinstatement of the private property in agriculture after 1990. The high number of existing plots
creates major limitations for technological upgrade (agricultural works, production structure,

18
professional training of farmers, etc) and the increase of the production costs. On the other hand due
to the lack of experience in using insurance instruments any negative climate phenomena, diseases or
pest attack create a direct loss for the producer. At the same time the large number of farms
producing primarily for own consumption but also selling part of the harvest from their doorsteps or via
unofficial selling points do not allow a clear separation between commercial and subsistence farming
and consequently makes it difficult to implement a coherent fiscal policy.

All these factors have a direct influence on fluctuations of farmers’ income, promotion of consumption,
and enhancement of the environmental safeguards as well as a strong impact on the improvement of
the competitiveness and market orientation of the fruit and vegetable sector.
2.7.2 Commercial farmers

One of the consequences of the high fragmentation is that the number of the real commercial players
in the fruits and vegetable sector is quite reduced. There are several individual producers working
bigger surfaces for commercial purpose (such as Jolt Varga with 6 ha used for cruciferous in Covasna)
but the market is in fact dominated by strong holdings with mixed activities.

Major players in the fruits sector are:

Andany Trading (Giurgiu) was set up in 2003, part of a big holding (to include Blue Air-low cost flights
and Romstrade –infrastructure) and reached a turnover of 104 million EUR in 2008.
In 2004 the company set up an intensive production orchard on 100 hectares in Adunatii Copaceni
(Giurgiu), an investment of 7 million EUR made using Dutch consultancy (Adviesburo Hillebrand-van
der Heide BV who was also the main contractor), equipment (Besseling Ulo Systems, Van Wamel Fa.
Hol), fertilizers (Aquaned) and saplings (in a wide variety: apples, pear, cherry, peach, quince, plum,
sour cherry, walnut, strawberry, raspberry and vineyard). The orchard is already productive and this
year delivered over 1,000 tons of fruits under the brand “La Mosie” (mainly to hypermarkets Real and
Carrefour). The farm has also a nursery on 4 ha (to cover its own needs and also to sell on the market)
as well as own capacities for sorting, packaging and warehousing in controlled atmosphere. Targets
set for 2010 are to reach 2,000 tons of apples, pears and cherries delivered to retailers. The company
acquired additional 30 ha and plans to expand to production of vegetables and technical plants,
processing and export. The company representatives declared they consider applying an associative
system for also collecting fruits from small private farmers to be resold to big retailers and partner with
other producers for using warehousing facilities.

Agrohorticola Batos (Mures)

A major producer of fruits (especially apples), the company is located in an area with a tradition in fruit
cultures handling also other activities such as processing (producer of apple vinegar Batos Aceto) as
well as trade with cereals and construction activities. Agrohorticola is the initiator of one producer
group (Dedrad - Batos), active since 2006 and consisting of 2 companies (Pomicola Batos and
Agrohorticola Batos) and 8 individual producers covering 500ha in Reghin area (Mures). The group
has a yearly production potential of de 8-9,000 tons apples for consumption and 3-4,000 tons apples
for processing as well as the biggest facility in Romania for apple warehousing in controlled
atmosphere.

Horticola International Sibiu

Part of Atlassib Holding, the company is a major player in fruit production. Orchards are not the only
agricultural investment of Atlassib – the company also invests in field crops, animal breeding and milk
processing.

Comly Buzau is both a fruit producer with an orchard in the Buzau region and at the same time a
trading company. Comply benefited of a Dutch financed project in 1992 in partnership with Hagé
International B.V. a leading import and export company for fruits and vegetables in the Netherlands.
The aim of the project was to modernize the existing Comly orchard and also to set up a 5 ha
demonstration field with a new planted orchard for apples, plums and sweet cherries using high-
density fruit-growing and planting techniques and irrigation technology. Also, within the project a three
storage rooms with a capacity of 300 tons was build as well as facilities for training and dissemination.

Another successful Dutch example is the company Nedarco owned by the family De Waart that
started its activity in Romania in 1998 when they set up a commercial society selling agricultural
equipment. In 2005 they started together with the company Flevo Plant from Netherland (with Dutch
governmental funds PSOM) a farm in Valea Argovei.

19
Nowadays the company is operating a strawberry greenhouse with an area of 1 ha and is
cultivating other 24 ha with strawberry, cabbage and water melon.

As regards propagation material (grafted trees) Romania’s production of certified varieties has
decreased drastically due to low demand for rejuvenation of existing orchards after 1990. Romanian
nurseries produce about 1-1.5 million trees per year while the need would be of 7 – 8 million trees for a
normal rejuvenation rhythm. For many years no significant investments in modern technology or
diversification of the assortment were made. As a consequence the current local production cannot
keep the rhythm of the new developments on the market, the demand for raw materials of the new
investors in the sector being covered mainly by imports (mainly form Italy). Currently grafted trees are
produced in Romania mainly by research units and small producers (selling on peasant markets at
regional level). A new law in the research field is envisaging that part of the research units will be
transferred in the custody of the Agricultural Universities as a solution for their development. For
example the University in Craiova will take over the unit in Valcea, Voinesti will be taken over by the
Bucharest University -that also owns the research unit in Istrita (Buzau) Moara Domneasca (Ilfov) and
Baneasa (almost 100% transformed into a real estate project), research unit Iasi and Sirca nursery will
belong to the Iasi University while the Geoagiu unit (Hunedoara) will be taken over by the University in
Timisoara.

According also to the turnover data registered for 2008, the top of the first 10 commercial players in the
vegetables sector is dominated by Leader International. The company was set up in 1994, having the
production of fruits and vegetables as main activity and works under current structure, since 2001
controlled by one shareholder Mr. Horia Culcescu. The group covers about 1,400 ha, produces 15,000
tons annually (mainly tomatoes and cucumbers) and has 347 employees. Leader is the majority
stockholder in Berser (a group of greenhouses in the Berceni neighbourhood, Bucharest), Leoser
(greenhouses in Popesti-Leordeni, Ilfov) and Ostrovit (vineyards and orchards in Ostrov, Constanta).
The company owns a cannery in Caracal (Olt), a vegetable farm in Turnu Magurele (Teleorman), and a
vegetable farm in Isalnita (Dolj). About 70% of the greenhouse production is exported (Czech
Republic, France, Switzerland and Germany).They also import products as raw materials (about 8% of
the total need mainly mushrooms and Thailand pineapple) or for trading (lemons, oranges).

Leader is also an active investor for increasing its production capacity (4 million EUR investment out of
which 2 million EUR from SAPARD funds), purchasing new processing lines for vegetables (1.5 million
EUR vegetable freezing line, 2.5 million EUR line for processing tomatoes), setting up irrigation
systems and storage facilities (in Craiova, Dolj country) or farm endowment (in Turnu Magurele
500,000 EUR investment using SAPARD funds). By far the most spectacular investment made by
Leader International was in 2007 when they took over 26 ha of greenhouses in Pipera (Bucharest
outskirts) through a concession contract signed with the Autonomous Regie “Administration of State
Protocol”. The old greenhouses were demolished and a new, modern, mono-block greenhouse was
built, on a 15 million EUR worth investment. This is a first major attempt to narrow the current gap
between vegetable supply and demand in Romania. The greenhouse is 7 m high, covers 13.5 ha (the
only one of this height in Romania), has a production capacity of 600 tons of tomatoes per ha per year
and was projected and built by Dutch company Debets-Schalke B.V. The Pipera greenhouse has no
sorting, storage or packaging facilities these operations are done centrally at Leoser. The tomatoes
obtained at Pipera are sold in large retail chains, such as (Metro Kaufland, Carrefour). The company
produces its seedlings in-house. Approx. 80 employees work in the greenhouses permanently, and
100 employees are active during the peak season.

Sud Oil another important player, is the company that took over in 2004 the greenhouses in Isalnita
(148 ha in total out of which 75 ha covered with glass including a sorting hall, pre-refrigerating rooms,
heating station, mechanical workshops and storage halls). The company is specialized in the
production of gherkins with 8000 tons per year in 2 production cycles. 80% of the production is
exported in Western Europe.

Besides the big players mentioned above, there are also smaller companies becoming more active on
the market. Few relevant examples are Quardena – Codlea (Brasov) working about 8 ha in field for
producing cruciferous (cabbage, cauliflower, turnip) and carrots; the company sells directly to big
processors such as Timbark or suppliers of fast food chains like McDonalds) or Romgreen (Constanta)
producing lettuce, carrots and mushrooms on 5 ha (with a 800square meters solarium).

20
2.7.3 Producer organizations

Even if supported by various pre-accession programmes, farmers association as a concept is still far
from being re-accepted by the individual mentality in Romania. As a direct consequence of the past
experiences of communist cooperatives (when association was in reality a forced transfer of the private
property towards the state), the individual farmer is not easy to be convinced of the advantages offered
by the producer organizations. Based on interviews with MAFRD at this stage the available staff at
institutional level is still low for actively raise awareness at the individual farmer level.

The setting up of producer groups was encouraged as early as 1998 (projects financed by PHARE
programs) but the market conditions did not allow transposing the EU legislation in one step. As a
result at this moment both national legislation and EU legislation are in force for creation of producer
groups, however only the groups that meet EU criteria are eligible for EU financial support.

Based on national legislation a total of 44 producer groups are recognized. Out of them only
4 producer groups: Agricultural Society of Apple Producers “Dedrad - Batos", S.C.Paradisul
Legumelor Curtici & Marcea SRL (they recently built up a modern warehouse facility with up-to-date
sorting installation and controlled atmosphere) , S.C.Cerasus SRL and S.C.Agroleg Grup SRL and
1 producer organisation S.C. Hortifruct Bucharest (members being the companies of Horia
Culcescu) are recognised based on EU regulation no. 1182/2007.

Hortifruct is already a powerful market presence with an important influence at governmental level.
The latest proposal submitted by the group to the Ministry is for a 500 ha greenhouse project, to be
build at Ostrov, where Ostrovit, a company within the group is based. The rural area around Ostrov
has good resources for greenhouse vegetable production, especially labour resources. Given the high
costs of the project, the Hortifruct group has asked MAFRD to issue governmental guarantees for bank
financing.

In 2009 the following producer groups are additionally recognized in a preliminary procedure:
- SC Legumes SRL (Tulcea) SC Bratesleg Grup SRL – Razboieni (Galati)
- Agricultural Society “Legume Fructe” – Matca, (Galati)
- Association of the Agricultural Producers Group “Hortipomicola” – Reghin (Mures)
- Early Potato Producers Group– Lunguletu (Dambovita)

Contact details for all these organizations are provided in the key contacts section at the end of the
report. Two other organizations have also submitted files for certification and recognition.

According to the legislation in force, producer groups can benefit from support for setting up and
administrative activities, amounting to different percentages (%) of the value of traded production:
rd th th
10% in the first 2 years; 8% in the 3 year, 6% in the 4 year, 4% in the 5 year as well as up to 75%
of the value of investments made for certification and recognition. Producer organizations can receive
4.1% of the value of traded production. The 4 groups recognized in 2008 received, in 2009, their 10%
of the value of traded production. Romania has agreed to grant these groups consistent financial
support – 75% of the total investment value (50% EU funds, 25% national funds).

According with statements made during direct interviews with various representatives of producer
groups and professional associations main threats in the sector are:
- the lack of interest at the governmental level (due to rather narrow vision as regards the
importance of the sector based only on its low contribution to Romania’s GDP) that influenced both
the conditions negotiated at Romania’s accession in EU and current limitations in developing and
implementing coherent strategies;
- the fact that Romanian growers pay one of the highest prices for energy used for agriculture works
makes the final product totally uncompetitive compared with any imports (EU or non EU) of similar
products;
- the unfair competition of the black market. Hortifruct is actively interested to promote the
separation between subsistence and commercial agriculture, in order to eliminate unfair
competition on the part of small producers. A well organized vegetable commodities exchange
would be the solution for establishing a fair price-quality ratio and to stimulate consumption.

The existing gap between the needs of association and actual situation on the market is acknowledged
by all stakeholders as a major limitation factor for future development of the sector. However the
governmental resources to raise awareness and stimulate association remain scarce, real progress on
medium and long term being influenced exclusively by market development.

21
A Dutch financed project is currently carried on in cooperation with MAFRD and major producer groups
with the aim to set up and make functional inter-professional organisation in the sector of fruits and
vegetable (Prodcom)for increased commercial strength of the existing producer groups.
The organization will be structured in five directions:
o fruits (gathering producers or groups of producers of fruits under coordination of Mr
Emil Farago of Agrohorticola Batos)
o vegetables – (gathering producers or groups of producers of vegetables both in the
open field and protected, coordination of Mr. Aurel Tanase of Romconserv and Mr.
Constantin Stanciu of Leoser)
o mushrooms- (gathering producers or groups of producers of mushrooms under
coordination of Mr. Eugen Bajenaru of Euromix, president of mushrooms industry
association)
o canned fruits and vegetables- (gathering producers or groups of producers of canned
fruits and/or vegetables under coordination of Romconserv)
o producer groups- aimed at increasing the visibility of recognised groups on the market
and with public authorities

The project, managed by the company Food Industries Research & Engineering Holland BV, can be
not only a successful solution for the horticulture sector but also a pilot to be replicated in other
agricultural sectors in Romania.
2.7.4 Retailers

Romanian retail is still underdeveloped in comparison to that of Western European countries but is
catching up rapidly. The food retail infrastructure changed a lot in the last years, conditioning the
development of modern trade and disfavouring traditional trade. The majority of the investments came
from multinational retail groups, 2007 being considered a milestone mainly because the territorial
expansion of the retailers was exceptionally rapid, a period of concentration started, and the presence
of stores from the same chain in the same town being already a common thing for the population.

Fruits and vegetables in Romania are sold in farmers’ markets, small shops, street kiosks or directly
from the doorsteps of small farmers as well as in hypermarkets, supermarkets, discount and cash &
carry stores. Specialized stores of naturist, ecological products are starting to gain share on the
market.

As Romanian consumers generally give importance to the origin of the products they purchase, as well
as the price or quality of goods there is a split in retailing between specialised retailers and non-
specialised retailers (such as supermarkets) which have a considerable bargaining strength when
negotiating prices with suppliers and wholesalers.

In Romania the farmers’ market is a special by arranged place from a locality destined for the
commercialization of the agricultural or non-agricultural products (in contrast with the Western Europe
concept where farmers, growers or producers from a defined local area are present in person to sell
their own product, directly to the public and where products sold should have been grown, reared,
caught, brewed, pickled, baked, smoked or processed by the stallholder). The main difference is that in
EU the local producers are protected by forbidding the access of producers of other geographical
areas, while in Romania this “protectionism” is not present and the farmers’ market is a mixture of
agricultural, non agricultural or general use products commercialization. The stallholder can be a
certified producer, an authorized physical person or a (limited liability) commercial company.

Farmers’ markets in Romania generally existed for along time in the same place (generally well located
within the cities) and are commonly characterized by a poor organization, administration and control.
The modernization of market places is a process of interest for both governmental and local authorities
but (as the area they are built on represents in many cases also attractive real estate opportunities) the
process is more focused in creating new more flexible formats (temporary or itinerant markets) rather
than structural changes. One interesting example was set this year when the yard of MAFRD in
Bucharest was transformed every weekend of October in produce market open for local farmers.

The data registered by the Romanian Trade Register make it difficult to establish a top of the
specialized local retailers based on the turnover because in general this is a result of more activities
than selling of fruits and vegetables. At the same time wholesale and retail are combined within one
company.

22
Based on the market information gathered via direct interviews the most active players are considered
to be:
- Agroaliment (set up in 1991, the company has shops for fruits & vegetables, but also owns a
restaurant)
- Suk Star (set up in 1993, the company owns shops specialized in fresh fruits & vegetables, but
also distributes the Tadal brand of olives)
- Trans Akropol (the company sells fruits & vegetables and also import lemons from Greece )
- Distrib Manu (non specialized shops- food products, fresh vegetable and fruits, alcoholic drinks
and tobacco)
- Horticom (set up in 1994, food shops including fruits and vegetables)

As regards modern retail main players are:

- hypermarkets (Carrefour, Real, Auchan, Cora, Kaufland)
- supermarkets (Billa, Mega Image, Plus)
- discount stores (Penny Market, Profi, Plus, Minimax)
- cash & carry (Metro, Selgros)
2.7.5 Wholesalers

Main limitation for the development of the wholesales markets in Romania is the small size of the local
farmers. Their limited production both quantity and range do not justify renting a booth for all year
round therefore wholesale activity is in generally connected with importing and market places have a
mixed range of products on display.

In Bucharest the most active wholesale market is Su Market (on Bucharest – Urziceni road). The
2
premises were finalized in 2007, and they spread over 70,000 m . There are 12 storage modules,
st 2
which feature 132 stands (ground floor + 1 floor), with a total surface of 215 m . The ground floor has
st 2
a cool storage chamber and a ramp, while the 1 floor is used for administrative activities (50 m ).
Each stand is connected to the utilities network and has 2 washrooms. The rent is 3,000 EUR/month,
and the space there is in popular demand (no free spaces at the time of visit). Some of the main
names in the facilities were Agricantus, Alfredo Food, Yuksek, Pasha and other Turkish exporters.

The Bucharest Wholesale Market (PGB) started in 1993 as a project financed by EBRD to facilitate
wholesale transactions with horticultural products. The market was state owned and the intention was
to be privatised after complete reimbursement of the EBRD credit. The project did not have the
expected financial success and currently the market does not function as intended and trade a wide
variety of food items. The available infrastructure consists of storage facilities with possibilities to
2 2
load/unload. The rent for a 60 m booth is 1,200 EUR/month, completed with a 12 m exhibition space
2
and 120 m of parking space. Rent does not include utilities (these cost extra) or stock manipulation –
PGB only provides security on the premises. There is no cold storage space available for rent (usually
this is solved by tenants parking a cooling van in the parking lot). The main vegetables stored at PGB
are potatoes, tomatoes and onions, all produced in Romania. PGB is not usually used by direct
importers (only Abbara Trading Co is present).

A similar project co financed by the German government was developed in Timisoara on 2.5 ha
towards the western border.

One private initiative is of Trident Group which opened at the end of 2008 the biggest wholesale
2
deposit in Sibiu with a total surface of 4,000 m and a warehousing capacity of 1,600 tons for its own
use.

Most visible importers & wholesalers on the on the market are:

2
Interfruct – company owns a 3,000 m warehouse nearby the Su-Market in Afumati, warehouse with
some cold rooms and a sorting and packaging area. They import more than 120 varieties of fruits &
vegetables from Turkey and Europe and distribute both to the large retailers as Selgros, Billa, Penny
Market, Cora and for several other small and medium stores as well as for the HORECA system.

Distrifrut was set up in 1998 in Ploiesti by Fadi Nahas and today has warehouses all over the country
with an estimated 25% market share. The main products are large variety of bananas, oranges,
lemons and other exotic fruits. Their clients are cash & carry stores such as Metro or Selgros and also
supermarkets such as Billa or Profi. They were for many years agent for Dole who took them over in
June this year. Dole has decided to operate in Romania directly in order to provide top quality products
and services to its European retail partners who are also operating in the country. Dole is the first
international fruit company to enter Romania, where Distrifrut was the sole distributor of the Dole

23
brand. Dole Romania will operate from six different locations in the country: Bucharest, Constanta,
Timisoara, Cluj, Iasi, and Bacau. The Company will benefit from a brand new state-of-the-art fruit
terminal in Agigea port (near Constanta), on the Black Sea, where Dole bananas - arriving mainly from
Ecuador - are discharged from Dole ships.

Other known names as importer of fruits and vegetables is Yuksek International Fruct and Pasha Ice-
Land Warehouse both present in the en-gross market of Afumati SU Market. Yukesk is importing only
fruits and vegetables mainly from Turkey while Pasha, beside the import of fruit& vegetables import
also frozen poultry meat. Most traders, are often mentioned in the media under suspicion for tax
evasion.
2.7.6 Processors

The main companies active in the processing of fruits and vegetables are:
Contec Foods is part of the distribution company Marathon Distribution Group (MDG) and was set up
in 2007 in Tecuci, Galati county by incorporating several fruits and vegetables processing companies:
the original factory Contec (set up in 1953, it was the largest fruits and vegetables processor and
exporter before 1989, it was bought in 2004 by MDG and modernized), the factory in Ghidici, Dolj
county (set up in 1998 and specialised in processing cucumbers, bell pepper, fruit jam, fruit compote)
and the factory in Scornicesti, Olt county (set up in 2000 specialized in tomatoes: paste, concentrate,
juice).
Contec received the International Food Standard (IFS) certification in 2006 and produces today over
150 fruits and vegetables products under different brands: own brands (Olympia, Winmark, Daria,
Picnic) and private labels mainly for large retailers (Aro, Winny, Clever, Tip, Rio Bucovina, Grande
Familia, Master Fresh, Giani, Golden Line). Products are distributed through all the key account
channels, through local distributors and also exported (4% of the total turnover) to Spain, Italy,
Germany, Greece, England, France, the Netherlands, UK and Russia.

Contec produces 20,000 t annually reaching a turnover of 14 mil EUR, with a profit of 1.9 mil EUR and
a market share estimated at 35% in 2008.The total investment so far was of 5.5 million EUR, with
additional 3 million EUR planned for the near future. Contec will focus on the HoReCa segment,
introducing new product types such as jams (apricot, sour cherry, strawberry, blackberry, roses) and
honey in 20 g packaging. The group also purchased 135 ha of orchards currently undergoing
rejuvenation.

Conserv Buftea is located in Ilfov county nearby Bucharest and it is one of the first canneries in
Romania set up in 1870. In 1948 the company was nationalized, re-privatized in the 90’s, and is
currently owned by 2 foreign entrepreneurs. The company produces: compote, jam, vegetables in
tomato sauce, vinegar, oil or salty water, mustard, tomatoes paste and soup vegetable mixes. 70% of
the products are traded in Bucharest and also exported to UK, Germany and Israel. They also recently
implemented a 4 mil EUR project to modernize the production facilities using SAPARD funding and
own resources.

Klevek Fetesti is located in Fetesti (Ialomita) in the centre of the Baragan plains, one of the most
fertile areas in Romania . In 2005, Klevek bought Horticons, a fruits and vegetables canning factory
2 2
founded in 1968. The factory owns 40,000 m production facilities and 120,000 m farmland (13 farms)
reaching a maximum 4 h between harvesting and canning. Main products: peas, beans, cucumbers in
water/vinegar (largest capacity in Romania for this product category), tomato paste and derivatives,
vegetable mixes, vegetables in water, jam, compote. They recently finalized a rehabilitation project
partially funded through SAPARD, upgrading their transport fleet and purchasing new complete
industrial lines for peas, beans, gherkins, pasteurizers, labelling and packaging technology. Using
MAFRD financing, they also upgraded the laboratory being able to provide quality controls throughout
the manufacturing process. The company is certified ISO 22000:2005.
Mandy one of the largest food companies in Romania has been processing fruits and vegetables since
2002, when they bought Fructons SA (former state-owned company in Roman, Neamt county);
produces: jam, compote, pickles, vegetables in water, tomato paste.
MIB Prodcom was set up in 1942 in Cluj Napoca, Cluj county and over the last 10 years has been
processing fruits and vegetables under the brand Arovit. Main products are household jam, jam for
HoReCa (20 g packaging), jam for bakeries (1-5 kg), fruit juice, apple concentrate, low-sugar jam and
fruit juice, vegetables in water, tomatoes (paste, juice). The company implemented HACCP and also
SR EN ISO 9001:2001, DS 3027E:2002.
Conservfruct set up in 1993, in Baltatesti (Neamt) is specialized in processing fruits and vegetables. It
also used the SAPARD facility to modernize de factory and has implemented ISO 9001:2001 (since
24
2003) and HACCP (2006). Main products are jam, compote, pickles, vegetables in water, tomatoes
(juice, paste), fruit concentrate. They also export to Israel, Greece, Italy, Ireland, UK, Canada, USA.
Orkla Foods Romania is the local subsidiary of the Norwegian group Orkla Foods. They currently
process fruits and vegetables in Covasna county, with recently modernized production lines
(production relocated from Targoviste, Dambovita county) producing jams, fruit paste, sauces, tomato
paste.
Many smaller canneries became more active on the market in the last 2 years mainly based on the
transitional payments scheme for tomatoes for processing. One interesting example is SonImpex
Toploveni that has in its portfolio the only Romanian brand that applied under EU PGI (protected
geographical indications) scheme: ‘magiun natural de prune Topoloveni”.
2.7.7 Horeca

The importance of the HoReCa sector has increased over the past few years, along with the increase
in out-of-home consumption caused by a rise in income. This phenomenon is widespread among the
active population and families without children, where both partners work.
Standards in the HoReCa sector have also changed after Romania’s EU accession – fruits and
vegetables used in HoReCa facilities must be procured from authorized producers, with a quality
certification. The HoReCa segment includes, besides restaurants, hotels and other recreational
facilities, establishments such as mess halls, hospitals, prisons, army facilities, schools, universities,
etc. In the case of state HoReCa units, fruits and vegetables are usually sold through public tender,
depending on the value of the order.
HoReCa units use both fresh and processed fruits and vegetables, with a growing emphasis on frozen
vegetables. The most used products are: pickles, jams, compote, fresh exotic fruit, frozen vegetables,
canned vegetables, vegetable mixes for cooking.
The distribution of fruits and vegetables in the HoReCa segment requires a series of modifications in
the logistics of suppliers. First of all, since HoReCa works in a deliver-and-use system, there is great
emphasis on fresh, next-day deliveries. The direct distribution system for the HoReCa system is based
on speed and responding promptly to punctual customer needs. fruits and vegetables are also
delivered through cash & carry networks, which operate under the discount mechanism, with a focus
on the HoReCa sector and companies from the food sector.
Packaging is also different for the HoReCa sector. There are 2 categories of packaging used:
- small packaging (single-serving portions for direct placement with end users)
- large packaging (bulk, larger than 1 kg, for cooking)
The preferred large packaging is plastic and metal, for better, long-term preservation.
The HoReCa market in Romania is still developing, with a significant improvement expected for 2010,
as more international chains are entering the Romanian market, and with local chains developing at a
rapid pace. Both importers and producers are adding special fruits and vegetables products to their
portfolio, to target the HoReCa segment. For example, frozen vegetables are targeting HoReCa
aggressively with:
- bulk packaging (1 – 5 kg)
- vegetables processed especially for hotels, restaurants, etc. (baked/grilled peppers, squash,
eggplant, etc)
- ready-to-cook FRUITS AND VEGETABLES mixes(for convenience and quick service)
Contec Foods, for example, plans to focus on the HoReCa segment with new products: jams (apricot,
sour cherry, strawberry, blackberry, roses) and honey in 20 g packaging. MIB Prodcom also produces
mini-portion jam for HoReCa (20 g packaging), bulk jam for bakeries & other food producers (1-5 kg).
Also, more and more companies are introducing frozen fries to the market, to target the fast-food
segment.
There are fruits and vegetables distributors in the market specialized exclusively in supplying the
HoReCa segment with fruits and vegetables.

25
One such company is Livcom Impex, a Romanian company founded in 2001. The company delivers
fresh fruits and vegetables exclusively to the HoReCa segment, with products and logistics adapted
especially to this niche (high quality products, cold store & delivery, etc.). They offer next-day and
same-day delivery, within a maximum 12 hours time frame. They also offer emergency 3-hour
deliveries. A special feature of the company is that it offers direct import of fruits and vegetables from
Holland, with a 5-day delivery period.
Another company is Solutions 4 Restaurants, also distributors of fresh fruits and vegetables to the
HoReCa segment. Besides fresh vegetable, they offer cleaned/sliced vegetables, as well as
vegetables packed in vacuum. All these companies offer the following advantages:
- timely and reliable delivery
- fresh products
- quality products
- specially-processed products (basic processing, for easier use by the customer)
In the HoReCa segment, fresh fruits and vegetables also have a key decorative purpose, with artistic
arrangements used as centre pieces or as eye-catching meal courses. Emphasis is thus placed on
fresh, aesthetically-pleasing fruits and vegetables, sometimes in the detriment of taste. HoReCa
business-to-business events often include demonstrations of fruits and vegetables arrangements,
alongside other arrangements, such as flowers. Creative culinary art makes use of fruits and
vegetables in new and innovative ways, and requires producers and distributors to adapt their offer to
this particular demand.
2.7.8 Research & education
Less than 1/3 of horticultural research institutes founded before 1989 are still operational. Moreover,
there is little to no connection between research and practical application. This is mainly due to the
privatization of greenhouses and to the return of nationalized land to its original owners (for example
the main research institute in Bucharest reorganized and had to transfer its greenhouses to the
company Berser, the fruit and vegetables research station in Oradea lost its orchards as a result of
land restitution).
The results of the research projects reach producers only with great difficulty and are rarely put into
practice. Producers have limited financial means and cannot support massive investments (modern
greenhouse or field technologies, intensive tree culture, etc.), and they are also skeptical with regards
to the ability of research projects to increase efficiency and quality. Due to lack of association
structures information is not easily distributed among producers and is not seen as a valuable asset.
Even today, producers still to follow traditional production procedures, outdated but with strong
historical tradition.
Most large scale research projects are financed through national, European or international programs.
However, the results of these projects are only presented in conferences and congresses, or are
published as scientific papers, without being promoted among producers (demonstrations, test
cultures, etc.).
The Research and Development Institute for Vegetable and Flowers Vidra is the main research
institute as regards the vegetables and flowers. It was set up in 1967 through the re-organization of the
Horticulture-Viticulture Research Institute. The initial head office of the new research institute was in
Tiganesti (Teleorman) but later on they moved to Vidra (Ilfov), a commune nearby Bucharest with a
long tradition in vegetable production. Vidra Institute is producing seeds for mainly for open field
vegetables recognized in Europe. The main vegetables for which they create well known local varieties
are the bell-pepper, the aubergine, the onion, the cabbage and most recently the carrot (such as the
bell-pepper “Asteroid” and “Cornel” (productivity of 40 t/ha), the aubergine “Luiza” (productivity of 50
t/ha and resistant to specific diseases) or the cabbage variety “Varza de Buzau” with flat ribs (suitable
for the Romanian traditional food - stuffed cabbage).
As regard the fruits production the most important player is the Research and Development Institute
for Fruit Growing, Maracineni (Arges). The institute was also set up in 1967 and initially had about
26 research offices all over the country out of which only 7 existing today. In their history they created
a large number of varieties for the main fruit trees cultivated in Romania adjusted to loacla conditions
and diseases. Beside the creation of fruit trees varieties the institute makes physiological and
biochemical studies for trees and fruit shrubs and also studies the behavior of various varieties in
different regions and different soil types.

26
Among the varieties they have created and still present in Romanian orchards there are: for the apple-
Colonade (in 2007) and Rustic (2008); for the pear- Trivale (1982), Ervina (2003), Paradise and
Paramis (2008); for the cherry- Amara (1983), Cerna (1984), Simbol (1996), Superb (2003); for the
sour cherry- Crişana 2 (1975), Sătmărean (1994), Rival (2004)

The fruit growing and vegetables production technologies are taught in Romania within the Faculties of
Horticulture. The main Faculties of Horticulture are in the Universities of Agronomic Studies in
Bucharest, Craiova, Iasi, Cluj-Napoca and Timisoara. In the last years, horticulture faculties were set
up also in Pitesti or Sibiu. The lack of a modern educational infrastructure and curricula not fully
adjusted to market conditions represent the main problems for all horticulture faculties, confronted in
the last years with a decreasing number of students.

There are ongoing efforts to bring the Romanian curricula to the European level (for example the
Faculty of Horticulture in Bucharest cooperates in this respect with the University of Perugia), but the
problems start on a deeper level. On one side the more general situation of the education system in
Romanian where the academic professorate is not seen anymore as a rewarding alternative for best
specialists while on the other side the quality of the students is on a descending trend. In spite of all
exchange programs (such as Tempus, Socrate, Leonardo) addressed both to teachers and students,
education has very little connection with market conditions and needs. Companies in the field of
production or trading of horticultural inputs often complain that graduates from the horticulture faculties
have good background knowledge but less practical approach. A better dialogue between all
stakeholders of the sector also on educational themes is the key for improvement of this situation on
long term.

2.8 Fact sheet of the sector

The following table presents a snapshot summarizing the strong and weak points of the Romanian
horticultural sector:

Table 7: Fact sheet horticultural sector Romania

Sector Field Strengths Weaknesses
Agricultural Numerous holdings with a wide High number of small size holdings
holdings array of fruits and vegetables (up to 3 ha), especially in the
varieties vegetable sector

Modernization of processing units Low technical level of plantations

Surfaces and Favourable soil and climate Decrease of surfaces used for
production conditions for growing vegetables, fruit trees and shrubs, as
capacities vegetables, fruit trees and shrubs % of total arable land

New trend for development of High degree of land fragmentation

orchards and vegetable farms
(including greenhouses) using
high production techniques
The increase of mushroom
production capacities including
climate-controlled spaces
Production
Volumes Increase of the average
production of fruits and
vegetables
and lack of a coherent strategy for
consolidating lands
Low degree of orchard rejuvenation +
large areas with declining orchards
Large areas of abandoned and/or
technologically out-dated
greenhouses
Increase of the fruits and vegetables
production for processing disfavouring
the market for fresh products

Out-dated growth techniques (crop

maintenance, choice and application
of treatments, etc.)

Low productivity per ha

Value Important economic sector fruits
and vegetables production
represents 24% of total vegetal
Low production volumes off-season
Low added value of products due to:
- lack of marketing skills for
preparation of trading process
27
 production
Production Processing is still a major solution
management for excess production in the fresh
products market
Consumers Consumers appreciate the quality
of local-grown products
fruits and vegetables
consumption is associated with
good health
Consumption of processed fruits
and vegetables still at high levels
Quality Implementation of quality systems
for conditioning and trading fruits
and vegetables
Trade networks Relatively large market
and
infrastructure Expanding international retail
networks
Market
Certification and The increase of the number of
quality marking holdings with certified production
according with good agriculture
practices and food safety norms
(sorting, classification) as well as
product presentation (packaging,
labelling) to ensure safety and
attractiveness for the consumer
- lack of technical support for
washing, sorting, packaging,
labelling, storage and transport of
production to the market
- lack of a production planning
system adjusted to market
demands
Large number of economically-
vulnerable enterprises, especially due
to unplanned production
Large number of sites with no
technology for limiting the effects of
extreme weather, disease and pests
Low, almost non-existent degree of
crop insurance
Relatively high price of fruits and
vegetables
Low degree of consumer education
with regard to food quality and safety
Low implementation of fruits and
vegetables trade standards by the
small merchants
Lack of an efficient market information
monitoring system that result in
incapacity to adapt to market trends
and demands
Lack of trade associations (groups
and organizations of producers)
Fragmented distribution and
persistence of doorway selling points,
as result of limited technology for
collecting, sorting, packaging,
warehousing (including cold storage)
and transport
Low degree of production
concentration + lack of production
collection centres (platforms and
wholesale markets
Limited access of domestic
production to the large retail networks
as result of no inter-professional trade
agreements and the large number of
speculators
Lack of certifications and quality
marking
Low level of quality warrantees
(especially regarding utilisation of
plant protection chemicals)
28
 High potential for certification of
geographical origin Low level of quality management
Lack of concerted actions on food
safety
Foreign trade Diversified offer No programs for trade promotion on
local or foreign markets
Dispatch market
Negative trade balance (imports
Major international players highly surpass exports)
present
Low competitivity of products

Lack of inter-professional agreements

Source: Based on MAFRD ROMANIA / National Strategy for Operational Programs in the Fruits and Vegetables Sector, 2008

29
3 Opportunities for the Dutch horticultural sector

3.1 Export of fresh fruits and vegetables

The foreign exchanges with fruits and vegetables have a non significant importance within total
Romanian foreign trade (weight between 0.1% - 0.3% both quantity and value).

From 2004 to 2008, Romania’s exports of fruits and vegetables were on a variable trend with the
lowest level in 2004 and a maximum in 2005. Forecasts are positive for 2009, as in the first 5 months
of the year, fruits and vegetables exports have almost doubled in comparison to the same period in
2008. However, Romania still imports at least 60% of its necessary fruits and vegetables annually, as
local production cannot meet domestic demands. Romania is also used as a platform for re-exports,
especially in the EU.

Table 8: Total exports of fruits and vegetables

Quantity
Thousand Value
2008 tons thousand EUR
Fruits 20.9 30,816.3
Vegetables 28.7 39,565.2
Total 49.6 70,381.5
Source: INSSE

In terms of volumes, cucumbers are Romania’s best sellers, followed by potatoes, processed fruits and
dried vegetables. Romania has a tradition of producing all those types of products and, despite its
declining production, exports for these categories are still active.

Table 9: Top 5 categories of fruits and vegetables exports, in terms of volumes

Main
country
Quantity of
Products tons destination
Cucumbers 7,381.1 Austria
Potatoes 6,744.6 Moldova
Processed fruit 5,561.5 Germany
Russian
Apricots, cherries, peaches, nectarines, plums 5,226.9 Federation
Dried vegetables with pods (legumes) 4,600.7 UK
Source: INSSE

However, the most valuable Romanian exports of fruits and vegetables are processed fruits and
vegetables. These processed products hold the top 3 positions in terms of value in the hierarchy of
Romanian exports of fruits and vegetables.

Table 10: Top 3 categories of fruits and vegetables exports, in terms of value
Value
Products thousand EUR
Processed fruit 9,863.8
Processed vegetables 8,957.5
Dried vegetables 4,661.5
Source: INSSE

Other high sellers, from a segment just starting to pick up, are ecological fruits and vegetables. This
type of products is spread out between different categories of fruits and vegetables and it is estimated
that 25% of fruits and vegetables exported in 2008 were eco products.

30
Romanian eco walnuts are of great interest abroad, especially in Western European countries. Still,
ecological agriculture only holds around 1% of the current agricultural market.

Italy is the main destination for Romanian fruits and vegetables, despite the fact that a large part of
imports also come from Italy. Neighbour Moldova is also a significant importer of fruits and vegetables,
as is the Russian Federation, despite the fact that a few years back there was little demand for
Romanian products in this market.

Table 11: Top 5 countries of destination for fruits and vegetables exports
Quantity Value
Country tons thousand EUR
Italy 8,340.7 29,323.17
Austria 7,412.5 4,458.157
Moldova 7,403.3 1,409.128
Germany 5,048.0 1,1359.25
Russian Federation 3,301.2 1,715.171
Source: INSSE

3.2 Imports of fruits and vegetables

Over 300 thousand tons of vegetables and over 425 thousand tons of fruits were imported into
Romania in 2008, with a combined value of 390 million EUR. 2008 was also another peak year for the
growing imports of fruits and vegetables that remained dominant on the market in comparison with
local production.

Table 12: Total Imports of fruits and vegetables in Romania

2008 Thousand tons Thousand EUR
Vegetables 300.5 150.3
Fruits 425.6 242.2
Total 726.1 392.5
Source: INSSE

In previous years the exotic fruit used to represent the majority of imports on Romanian market. In
2008, as well, citric fruits and bananas were the top 2 imports. However, in recent years, even
products in which Romania used to excel as a producer are abundantly imported (tomatoes, potatoes,
apples, pears).

Table 13: Top 5 categories of fruits and vegetables imports 2008

Main country
Products Tons
of origin
Citric 148.6 Turkey
Bananas 127.1 Ecuador
Tomatoes 66.0 Turkey
Potatoes 52.0 Germany
Apples, pears 49.5 Italy
Source: INSSE

Turkey is by far the leading country of origin for fruits and vegetables imports. The fast growing
technologies (including the range of fertilizers used, many of them not recognized in EU) as well as the
different level of state support as non-EU country make the Turkish producer an unfair competitor for
the other players on the market even if the quality of the products is at very low levels. The Turkish are
also the starting point of the high level tax evasion estimated at over 100 million EUR annually, a
situation claimed difficult to control by the Romanian authorities as long as trucks are already
controlled at the entrance point in EU in Bulgaria.

31
 Table 14: Top 5 countries of origin for FRUITS AND VEGETABLES imports, 2008
Quantity
Value
Country thousand
thousand EUR
tonnes
Turkey 184.6 75,273
Ecuador 98.8 47,109
Greece 70.0 43,725
Italy 51.9 45,330
The Netherlands 45.6 32,448
Source: INSSE

Even though Dutch products tend to be more expensive, they maintain their position in the top 5 due to
their superior quality. In 2008, the Netherlands exported over 45,500 t of fruits and vegetables to
Romania, with a combined value of over 32 million EUR. The Dutch presence in top 5 per product
categories is as follows:

Table 15: Categories of fruits and vegetables for which Holland is in the Top 5 countries of
origin of imports ( based on quantities, 2008)
Semi-
Carrots, Processed Exotic Exotic
Potatoes Onions Cabbage Lettuce Cucumbers processed Grapes
Beet Vegetables Nuts Fruits
Vegetables
Holland
Germany Egypt Macedonia Italy Turkey Turkey Belgium Greece Indonesia Italy
1 (48%)
Holland
(19% of
Holland Holland
total Turkey Poland Spain Greece Poland Germany Greece
(22%) (17%)
potato
2 imports)
Holland Holland Holland
France Spain Germany Hungary Turkey
3 (19%) (13%) (15%)
Holland
Egypt Bulgaria Hungary Iran
4 (13%)
Holland
Hungary Holland (4%) Holland (5%)
5 (3%)
Source: INSSE

Based on statistics for quantities imported in 2008 the main country of origin for potato imports is
Germany but The Netherlands rank first as regards the value of potato imports with a total of almost
3500 thousand EUR. The Netherlands ranks first both quantities and as values for seed potatoes and
exotic fruits in the same year.

Between 2002 and 2008 the volume of Romania’s grape imports increased 5 times, reaching 20,000 t
in 2008. Italy has become the main supplier, increasing its market share to 44% in 2008 (from 12% in
2003). The main countries of origin for grape imports in Romania are:
1. Italy – 9,000 t in 2008
2. Greece – 5,400 t in 2008
3. Turkey – 2,600 t in 2008
4. Holland – 767 t in 2008

At the same time, due to the increase of average import prices, the value of imports increased 18
times, from 800 thousand EUR in 2003 to 15.1 mil EUR in 2008. The price range varies from Dutch
products estimated at an average 1,778 EUR/t, to Italian and Greek estimated at 800 EUR/t.
The highest flow of imports is registered from July to December, the production season of the main
suppliers (Italy and Greece). Between January and June the main supplier is Holland (grapes from the
Southern Hemisphere), with a higher import price. Between August and November local production is
predominant.

The explosion of information regarding a balanced diet has caused Romanian consumers to
reconsider their menu, leading to an increase in the percentage of vegetables included in meals, all
year round. Thus, frozen vegetables have become a convenient solution for consumers. Also, the
32
tradition of preserving fruits and vegetables for the winter, long standing in Romanian households, is
beginning to fade, as a result of the accelerated pace of everyday life. In 2008, Romanian purchased
22,000 t of frozen vegetables, 4.5% more in volume than in 2007, and 20.1% more in value. The
frozen vegetables market is currently abundant in products and brands, as a result of European
companies entering the segment. Retail outlets sell a wide range of products, from rice & vegetable
mixes, to vegetable mixes, one-type vegetables and potatoes.

Romanian consumers prefer traditional frozen vegetables and vegetable mixes, as opposed to more
evolved markets, which are more favourable towards spiced vegetables, vegetables in sauce and
rice/pasta & vegetable mixes. Also, individual Romanian consumers choose small packaging over
bulk, combined with frequent purchasing trips, while buyers for institutional consumption purchase
packaging from 1 kg upwards. Hyper/supermarkets are the top destination for suppliers and
consumers of frozen vegetables. However, most producers also target HoReCa, especially for frozen
fries.

The peas, gumbos and beans, registered 41.9% increase of sales volume in 2008. Mixes registered
41.5% increase of sales, and special products only 16.6%. Overall, pea is the top seller in the
Romanian market, as Romanians are intense consumers, in comparison to other European countries.
Also, vegetables that are associated with health and wellness, such as spinach and broccoli, are
experiencing an ascending trend.

The frozen vegetables market is dominated by imports, with international companies taking the first 5
spots in market. Also, quality is a deciding factor in the race for market leadership – the top 5 spots in
the market are held by top brands, such as Bonduelle and Uncle Stathis. Bonduelle, for example, has
seen its sales doubled between 2006 and 2008.

3.3 Distribution and retail of fruits and vegetables

There are 2 main categories of retail outlets in the Romanian fruits and vegetables market:
 modern retail outlets (include international retail chains)
 traditional retail outlets (small operations)

The current ratio of modern to traditional outlets is 70/30, with modern outlets dominating urban areas,
and being virtually absent in rural areas. The current trend is similar to that in Western European
countries, in which modern outlets cover 80% of the market
the take-over of modern trade is still in
progress.

The modern retail outlets are the main targets for producers, and the centre of all distribution channels
and strategies for the fruits and vegetables market. Very few outlets (especially modern) import fruits
and vegetables directly, but rather procure their stock from major importers and distributors. In the
case of foreign products (imports) especially, it is unlikely for modern retail outlets to negotiate directly
with the foreign producers.

The main distribution channel for foreign companies aiming to export to Romania is presented below:

Source: BDG

33
The main advantages of using an importer as a point of entry in the fruits and vegetables distribution
network are:
 Lower administration costs
 Strong and adequate positioning of products from the moment of entering the market
 A clear, bilateral policy of prices, discounts, terms of cooperation, etc. can be set
 Importer helps define the best combination of distribution channels
 Key Accounts (KA) have a stable local contact with whom they can define a stable pricing policy
 Flexibility in planning and implementing promotional campaigns
 Increased interest of the importer concerning the product’s evolution in the market
 Flexibility in the dynamic aspects of the market

Importers usually perform the following operations:

 importing
 storing
 delivering to distributors and KA’s

These operations entail a series of costs that the exporter aiming to distribute his fruits and vegetables
must bear:
 logistics costs
approx. 12% of actual import price
 ongoing operational costs
3 – 6%
 profit margin
minimum 15%

Thus, the final cost is, approximately, the price of imports + 31% of that price.

The main targets of fruits and vegetables distribution channels are the KAs (retail chains). This mode
of distribution is complex and requires major investments, due to a wide array of taxes. Working with
KAs only becomes profitable once the product is known on the market. However, due to the massive
expansion of KAs and the contraction of traditional retail outlets, distributing to KAs remains a priority
for producers and exporters. The presence of products in KAs is a method of promotion with a high
impact on the consumers, which view the offer of modern retail outlets as trustworthy and prestigious.
The KA costs are covered by producers, even if the products are distributed through importers or
distributors, in order to ensure a direct and lasting connection between the producer and the KAs.

There are 2 main categories of KA costs:

 Financial costs (taxes)
 Operational costs (discounts, bonuses, etc.)

The main taxes collected by KAs are:

 supplier placement tax
at the moment of signing the contract with a new supplier (around
10,000 EUR)
 product placement tax
at the moment of placing new products from a supplier (100 – 2,500
EUR per chain)
 preferred placement tax
product is made visible through preferred shelf placement
 new outlet tax
 in-store magazine promotion tax
 taxes for other in-store promotional activities
 promotion campaign tax

Some KAs give up to part of their taxes and replace them with additional discounts. KA discounts are
calculated as a % of the product price. The main types of KA discounts are:
 general price discounts
5 – 10%
 promotional discounts
2 – 10%
 marketing discounts
9 – 17% of monthly/quarterly supplier invoice
 logistic discounts
1 – 4%

Bonuses are paid by suppliers to KAs as a % of sales recorded by the KAs:

 unconditional bonus
paid even if the sales targets are not reached 1 – 2%
 conditional bonus
paid only if the sales targets are reached 1 – 3%

34
According to professional organizations in the fruits and vegetables sector, 70% of the business
carried out in the sector is the subject of fiscal evasion. Most illegalities occur in the small producers’
sector, where paperwork is scarce and even some producer certificates are falsified. Along the supply
chain from producers to consumers the prices double, even triple. Moreover, intermediaries and some
traders also avoid using invoices, leading to enormous values of fiscal evasion.

Only 20-25% of local production is sold in modern retail outlets, while the remaining production is sold
in food marketplaces. Small and medium traders usually operate in marketplaces, most often without
the proper documentations, or the quantity declared in the documents is much smaller than what they
are really selling. Even though this is a well know practice, measures are few and ineffective.

Fiscal evasion is not found only in domestic production, but also in imports, favoured by the faulty
market structure and by the lack of unitary legislation. Since imports still dominate the fruits and
vegetables market, the largest share of fiscal evasion comes from this sector. Importing via phantom-
companies or using invoices with lower prices and quantities are practices often found with especially
but not exclusively Turkish importers. In the case of imports from the EU, the mechanism is simpler:
immediate resale of the products prevents any uncomfortable questions and ensures a speedy delivery
to end customers.

The existence of fiscal evasion is well known and acknowledged and it has come to the attention of
producers and government officials, and counter-measures are scheduled for implementation.
Producers are lobbying for the introduction of several measures to support fair trade in the fruits and
vegetables market:
 unitary legislation for all sectors of the market (including small producers)
 facilitating direct access of producers to food retail outlets
 separating imported and domestic fruits and vegetables at the points of sale
 careful monitoring of wholesale marketplaces to check trucks at entry and exit for
correspondence between declared and actual quantities
However, companies aiming to operate in the fruits and vegetables sector must acknowledge some
unfair competition and take precautionary measures. Despite the widespread fiscal evasion, there are
still legal and market mechanisms that support fair trade, with several more to come. While caution and
careful strategic planning is recommended, the fruits and vegetables sector in Romania is not made
inaccessible by fiscal evasion. The market is free, though challenging, and quality and professionalism
still carry a high added value.

3.4 Quality aspects

Quality standards for fruits and vegetables on the Romanian market leave much room for
improvement. Even though there is a general effort to bring Romania to EU standards, progress is
slow, but steady. The overall tendency is to improve quality and meet sector-relevant standards, a
tendency to which both authorities and economic agents adhere. Consumers are becoming better
informed with regard to quality standards and their own rights, and are putting pressure on traders to
improve the quality of their products. Frequent inspections, awareness campaigns, legal developments
and the market entry of professional, high quality players are leading the market in the right direction.

According with Romanian legislation in force from 2002 any trader no matter if wholesaler or retailer
must make the following information available at visible place:
- general: name of the producer and packing company, variety, quality and quantity
- specific: for fruits and vegetables that were treated will mention “product treated by ionization” or
“product treated with ionic radiations”.

Also, if the producer uses chemical fertilizers, he must have a specific permit from a specialist in the
field, and the use of fertilizers must be specified on the products. However in practice few producers
and traders abide the law.

The agricultural and sanitation services are limited (available only at county level not for every village)
therefore are used mainly by commercial farmers with crops over 100 tons while the majority of small
players flow products into the market without an accurate control. In many cases fruits and vegetables

35
are subject to artificial improvements that in the absence of clear knowledge on the use of various
enhancers can lead up to negative effects on the health of the consumer.

Imported products are also often of lower quality, even though they are sold at higher prices. Turkey,
for example, uses certain pesticides not authorized in Romania and the EU. Because of this, Turkish
producers have a problem with selling their products in foreign markets, so they are using markets
such as Romania to unload their supply, at dumping prices. Romanian authorities cannot cope with the
problem efficiently as the lead time to perform inspections and analyses is too long and before
receiving proofs the products are already spread in the market generally without a trace. In many
cases Bulgaria is used as first entry point in EU so once the customs checks are performed there
Romanian authorities do not interfere.

Reinforcing law provisions in practice is essential for increasing the quality level of fruits and
vegetables traded on Romanian market.

3.5 Main developments in the fruits and vegetables sector &

opportunities for market entry and business development

The survey revealed that Dutch fruit and vegetable companies can find ample opportunities for
business development in Romania. By providing invaluable input to a sector with high yet still restricted
market potential, Dutch players can actively contribute to its development, all while capitalizing on the
business opportunities which result from this development.

Despite such competitive advantages as abundance of arable land and a favourable climate,
Romanian horticulture is hindered by land fragmentation and obsolete production methods. Trade in
the sector is characterized by chaotic distribution, inefficient logistics and, very often, poor quality.
After 3 years of implementing EU standards in fruits and vegetables production and trade, largely using
EU funding, Romania still needs substantial investments to raise the sector’s competitiveness.
However, with a total consumption of fruits and vegetables of 5.6 mil t in 2008 (10% average annual
growth rate) and a total market value of over 1 billion EUR, Romania’s fruits and vegetables sector is a
tempting challenge for companies, both foreign and local.

As consumers are becoming more complex, new consumption trends are entering the market and
opening doors for niche businesses (HoReCa, frozen products, eco products, etc.). Even though Dutch
products tend to be more expensive, they maintain their position among the market leaders due to their
superior quality. In 2008, the Netherlands exported over 45,500 t of fruits and vegetables to Romania,
with a combined value of over 32 million EUR.

The market offers opportunities as well as constraints for Dutch exporters. Opportunities are
determined primarily by the ascending product consumption trend and the inability of domestic
producers to satisfy the existent demand both in quality and diversity terms. Imports are clearly
dominant, spurring opportunities for Dutch traders (Holland in one of the top 5 countries of import origin
for major categories of products) who will continue to deliver products to the market via modern retail
channels. The trend of local consumption structure reveals long term market opportunities for fresh
fruits (apples, grapes, peaches, nectarines and citric fruits), fresh vegetables (tomatoes, sweet pepper,
onion, cabbage and niche products such as endives, cherry tomatoes, etc.) as well as frozen products
(vegetables and mixes).

At the same time, new opportunities on the long term should be investigated based on the immediate
need for re-consolidation of the Romanian sector for fruit and vegetable cultivation and processing,
also by using the opportunity of current European financing programs. This can be also turned in an
opportunity for Dutch suppliers of inputs for the horticultural sector who will find a market in need of
new technologies and production methods. Currently there is only mild competition in local production,
as farms with surfaces less than 3 ha are still predominant, producers are reluctant to form groups and
technology is outdated. Dutch technology is already involved in several major development projects in
the sector and can take this advantage further by using the good reputation in new commercial
ventures especially in setting up high intensive production capacities (orchards, greenhouses, etc) as
well as storage (especially cold and refrigerating) and processing capacities.

36
Main entry points:
- cooperation with local traders for the diversification of current product portfolios and/or increased
product quality
- cooperation with major producers and/or producer groups for the development of additional
activities (mainly storage, processing, distribution)
- expanding production operations in Romania based on the opportunity of free access to acquisition
of good quality land at fair prices
- exposure and increased awareness regarding the possibilities offered by the Dutch horticultural
sector on the Romanian market as well as the adjustment of Dutch techniques to local conditions
(also by participation in local fairs and exhibitions, comprehensive list of events planned for 2010
provided in the attachment)

Given the existing Dutch success in Romania and the market’s high, unexplored potential, the present
report hopes to encourage and support Dutch companies in accessing a market full of business
opportunities and using their experience and innovation not only to become key players in the fruit and
vegetables sector, but also to raise its level and shape future trends.

37
4 Contact details main stakeholders

Hypermarkets, Supermarkets, Discount Stores, Cash & Carry

SC Carrefour Romania SA Carrefour Orhideea

Contact person: Mr. Arnaud Dussaix– Contact person: Mr. Bogdan Stanciu – Fruits
Acquisitions Director and Vegetables Dep.
Anchor Plaza Building, et.8, 26Z Timisoara 210-210B Splaiul Independentei, Bucharest
Blvd., Sector 6, Bucharest T: 0040 21 3177646
T: 0040 21 20674 00 F: 0040 21 3177636
F: 0040 21 20674 51 standard_orhideea@carrefour.ro
office@carrefour.ro www.carrefour.ro
www.carrefour.ro

Carrefour Baneasa Carrefour Colentina

Contact person: Mr. Laurentiu Tampa - Fruits Contact person: Mr. Valentin Done - Fruits and
and Vegetables Dep. Vegetables Dep.
44A Soseaua Bucuresti - Ploiesti, Sector 1, 426-426A Sos. Colentina, Sector 2, Bucharest
Bucharest T: 0040 21 3013700
T: 0040 21 3118900 F: 0040 21 6555984
F: 0040 21 3118903 standard_colentina@carrefour.ro
tampa@carrefour.ro www.carrefour.ro
www.carrefour.ro

SC Real - Hypermarket Romania SRL Plus Romania SCS

Contact person: Mr. Eugen Stirbu – Contact person: Ms. Veronica Apetroaiei -
Acquisitions Director Fruits and Vegetables Department.
51 Theodor Pallady Street, Sector 3, Dn 72, Nedelea, Com. Aricestii Rahtivani,
Bucharest
T: 0040 244 40 81 40
T: 0040 31 4031000 F: 0040 244 40 83 79
F: 0040 31 4031009 expansiune@plus-discount.ro
eugen.stirbu@real-hypermarket.ro www.plus-discount.ro
www.real-hypermarket.ro

Cora Pantelimon Cora Lujerului

Contact person: Ms. Elena Mihaela Mocanu - Contact person: Ms. Aura Fuduli, Mr. Daniel
Fruits and Vegetables Dep. Chirita -Fruits and Vegetables Dep.
21 Sos. Vergului, Sector 2, Bucharest 19 Iuliu Maniu Blvd., Sector 6, Bucharest
T: 0040 21 2053500 T: 0040 21 4075500
F: 0040 21 2053651 F: 0040 21 4075555
pa@cora.ro lj@cora.ro
www.cora.ro www.cora.ro

Metro Cash & Carry Romania Metro Cash & Carry Voluntari
Contact person: Mr. Bart Blomme– Food Contact person: Ms. Ramona Lazariu - Fruits
Purchasing & Merchandising Director and Vegetables Dep.
Bart Van Werkum - Head Of Supply Chain DN2 Sos. Afumati, km 10, Voluntari, Ilfov
Managment at Metro Cash & Carry Romania T: 0040 21 2703793
and Moldova F: 0040 21 2703802
1 Sos. Pipera Tunari, Complex Twin Towers secrdir.voluntari@metro.ro
Barba Centre, et. 3, 5-7, Voluntari, Ilfov www.metro.ro
T: 0040 31 4234140
F: 0040 31 4234149
pr@metro.ro
www.metro.ro

38
Metro Cash & Carry Berceni Metro Cash & Carry Baneasa
Contact person: N/A Contact person: Ms. Loredana Ciurea- Fruits
130A Metalurgiei Blvd., Sector 4, Bucharest and Vegetables Dep.
T: 0040 21 4066150 44D Sos. Bucuresti-Ploiesti, Bucharest
F: 0040 21 4066198 T: 0040 21 2003195
secrdir.berceni@metro.ro F: 0040 21 2003106
www.metro.ro secrdir.baneasa@metro.ro
www.metro.ro

Metro Cash & Carry Brasov 1 Metro Cash & Carry Ploiesti
Contact person: Mr. Razvan Enache- Fruits Contact person: Mr. Podaru Marius - Fruits and
and Vegetables Dep. Vegetables Dep.
Ghimbav Loc., DN1 Brasov-Sibiu, km 174, DN1, Km 6 (Ploiesti-Brasov), Prahova County
Brasov County T: 0040 244 402150
T: 0040 268 258430 F: 0040 244 597696
F: 0040 268 258425 secrdir.ploiesti@metro.ro
secrdir.brasov@metro.ro www.metro.ro
www.metro.ro

Selgros Cash & Carry Selgros Pantelimon

Contact person: Ms. Claudia Lascu – Fruits Contact person: Mr. Stefan Argeseanu – Fruits
and Vegetables Acquisitions Dep. and Vegetables Dep.
231 Calea Bucureşti, Brasov 90 Biruintei Blvd., Pantelimon Commune, Ilfov
T: 0040 268 307300 T: 0040 21 2093000
F: 0040 268 307210 F: 0040 21 2093199
claudia.lascu@selgros.ro 143_bl@selgros.ro
www.selgros.ro www.selgros.ro

Selgros Berceni Selgros Baneasa

Contact person: Mr. Iulian Malciu – Fruits and Contact person: Mr. Stefan Savu– Fruits and
Vegetables Dep. Vegetables Dep.
92-108 Turnu Magurele Street, Sector 4, 55-65 Bucureşti-Ploieşti Street, Sector 1,
Bucuresti Bucuresti
T: 0040 21 4068000 T: 0040 21 3078000
F: 0040 21 4068199 F: 0040 21 3078199
145_bl@selgros.ro contact@selgros.ro
www.selgros.ro www.selgros.ro

Billa Romania Mega Image

Contact person: Mr. Calin Stirbu - Fruits and Contact person: Ms. Diana Dobre - Fruits and
Vegetables Acquisitions Dep. Vegetables Acquisitions Department
154-158 Barbu Vacarescu Street, Sector 2, 95 Siret Street, Sector 1, Bucharest
Bucharest T: 0040 21 2246677
T: 0040 21 2055600 F: 0040 21 2246011
F: 0040 21 2055663 ddobre@mega-image.ro
c.stirbu@billa.ro www.mega-image.ro
www.billa.ro
G’market – SC Gimrom Holding SA Trident Trans Tex SRL
Contact person: Mr. Marius Neacsu- Fruits Contact person: Mr. Constantin Mateescu
and Vegetables Dep. 42 Arad Street, Sibiu
55-59 Calea Vitan, Parter, Birou G47, T: 0040 269 218957
Bucuresti Mall, Sector 3, Bucharest
F: 0040 269 219338
T: 0040 734 844 991; 0040 21 3276740
office@trident.com.ro
F: 0040 21 3276751
www.tridenttranstex.ro
marius.neacsu@gmarket.ro
www.gmarket.ro

39
Trident Supermarket Sibiu Trident Hypermarket Deva
Contact person: Mr. Florin Dragusiu - Fruits Contact person: N/A
and Vegetables Dep. Mihai Eminescu Blvd., Cartier Micro 15, Deva
Steflesti Street, Cartier Vasile Aaron, Sibiu T: 0040 254 235740
T: 0040 269 212212 F: 0040 254 235741
F: 0040 269 212126 deva@trident.com.ro
supermarketsibiu@trident.com.ro www.tridenttranstex.ro
www.tridenttranstex.ro

Wholesalers

PGB - Bucharest Wholesale Market PGC - Cluj Wholesale Market

Contact person: Ms. Gratiela Claudia Lucaciu Contact person: Mr. Andrian Portarescu
– Commercial Director Criseni FN Street, Apahida commune, sat
132 Metalurgiei Blvd. , Bucharest Dezmir, Cluj county
T: 0040 21 4610050 T: 0040 264 504200
F: 0040 21 4610472 M: 0040 723 474548
gratiela.lucaciu@pgb.ro contact@piata-agricola.ro
www.pgb.ro administrator@agrotransilvania.ro
www.piata-agricola.ro

PGT - Timisoara Wholesale Market Depozit XL Iasi

Contact person: N/A Contact person: N/A
2 Ovidiu Balea Street, Timisoara 35 Calea Chisinaului, Iasi
T: 0040 256 494482 T: 0040 232 227282
office@piete-sa.ro F: 0040 232 224554
www.piete-sa.ro iasi@depozitxl.ro
www.depozitxl.ro

Depozit XL Suceava Asil 2000 Trading Impex

Contact person: N/A Contact person: N/A
106B Humorului Street, Suceava 1A Soseaua Bucuresti - Urziceni, Afumati, Ilfov,
T: 0040 230 526353 Stand: A3-A6
F: 0040 230 526564 T: 0040 723399888
suceava@depozitxl.ro F: 0040 213690909
www.depozitxl.ro www.asil2000.com
Su Market Abbara Trading Co
Contact person: Mr. Edhem Yeral – Financial Contact person: N/A
Director 2 Barsei Street, Voluntari, Ilfov county
1A Sos. Bucuresti-Urziceni, Bucharest T: 0040 722 325 170
T: 0040 21 232 90 12 F: 0040 21 352 94 42
F: 0040 21 232 90 12 office@abbara.ro
office@sumarket.ro www.abbara.ro
www.sumarket.ro

Interfruct SRL Distrifrut SRL

Contact person: Mr. Bartis Stefan Contact person: Ms. Mariana Petre- General
4A Sos. De Centura Dreapta, Afumati, Ilfov Director
county 3-5 Scoala Ciocanu Street, et.1, Sector 3,
T: 0040 21 724 550 810 Bucharest
F: 0040 31 817 47 99 T: 0040 21 744 483 000
office@interfruct.ro F: 0040 21 327 70 86
www.interfruct.ro

40
SC Pasha Ice-Land Warehouse SRL Tip Dole SRL
Contact person: N/A Contact person: Mr. Claudiu Cojocaru
34 Sos. Bucuresti-Urziceni, Afumati, Ilfov Rulmentului Street, Suceava
county T: 0040 230 52 62 54
T: 0040 21 310 32 34
F: 0040 21 310 62 92

SC Yuksek International Fruct SRL

Contact person: Ms. Mirela Petrescu
9 Busteni Street, Sat Stefanestii de Jos,
Stefanestii de Jos commune, Ilfov county
T: 0040 372 168 500
F: 0040 372 168 501
office@yuksek.ro
www.yuksek.ro

Producers’ Groups and Organizations

SC Selagro Seleus SRL Association of the Vegetables and Potatoes

Contact person: Mr. Berce Moise Producers Constanta
183 Seleus village, Seleus commune, Arad Contact person: Ms. Dumbrava Jeni
T: 0040 257 329 100 78 Albatros Street, Poiana village, Ovidiu,
F: 0040 749 972 185 Constanta county
T: 0040 744 634 774

Cooperativa Agricola “LOTUS” Halmeu Cooperativa Agricola “TARINA” Iaslovat

Contact person: Mr. Ignat Vasile Contact person: Mr. Olariu Vasile
7 Petofi Street, Halmeu , Satu Mare county 53 Iaslovat, Suceava county
T: 0040 740 815 796 T: 0040 745 491 093

SC Agropomicola SRL Cooperativa Agroecologica 2002

Contact person: Mr. Andres Vasile Contact person: Mr. Apostoloiu Emil
352 S Radaseni, Suceava county 268 Cretesti village, Vidra commune, Ilfov
T: 0040 722 390 864 county
T: 0040 724 395 522

SC Compil D.C.A SA SC Grupul de valorificare a legumelor

Contact person: Mr. Papuc Liviu Maramures SRL
24 Cuza Voda Street, Tecuci, Galati county Contact person: Ms. Veres Mirela
T: 0040 745 603 616 102 Valea Rosie Street, Baia Mare, Maramures
T: 0040 788 567 899 county
T: 0040 722 553 907

SC Legumicultorul Danesti SRL Asociatia Agricola “ Fru-vit Dealul Mare “

Contact person: Mr. Tinc Vasile Contact person: Mr. Cristea Constantin
33 Chioarului Street, Danestii, Maramures Valea Calugareasca commune, Prahova county
county T: 0040 722 912 701
T: 0040 744 103 612

SC Biolegum SRL SC Primileg Poiana SRL

Contact person: Mr. Barbu D. Contact person: Ms. Voichici Tita
Maia commune, Ialomita county Ovidiu, Constanta county
T: 0040 723 206 001 T: 0040 723 137 285

41
Cooperativa FAMILIA
Contact person: Mr. Dinca George
Brezoaiele commune, Dambovita county
T: 0040 728 188 533
SC Marmalus SRL Maramures
Contact person: Mr. Oteanu Ion
42A Plevnei Street, Baia Sprie, Maramures
county
T: 0040 740 046 366
Cooperativa Agricola “Grup de
Producatori Frutis Voinesti”
Contact person: Mr. Ionescu Danil
4 Voinesti village, Voinesti commune,
Dambovita county
T: 0040 723 365 957
SC “BIHORTI” SRL
Contact person: Mr. Manole M.
56 Avalansei Street, Tandarei, Ialomita
county
T: 0040 722 782 305
SC “LAMARO SERE” SRL
Contact person: Ms. Oprea Angela
3 Calea Zimandului, ap. 1 jud. Arad
T: 0040 744 604 106
Distripod –Cooperativa Agricola
Contact person: Mr. Patrascu Ion
Brezoaiele, Dambovita county
T: 0040 727 356 872
SC Grupul de producatori Slobozia Moara
NATURAL SRL
Contact person: Mr. Manolache I.
239 Slobozia Moara, Dambovita
T: 0040 723 687 071
Coop. Agr. Proleg Slobozia Moara
Contact person: Mr. Pitulice Chiriac
Slobozia Moara, Dambovita
T: 0040 740 249 858
SC PROD AGRICOLA SRL
Contact person: Mr. Ghita Petru
Varasti commune, Giurgiu county
T: 0040 726 253 947
SC Agro Grup Ecologica SRL
Contact person: Mr. Cosmache Nicolae
Dobren village, Varasti commune, Giurgiu
county
T: 0040 724 248 537
SC Grup de Producatori Brezoaiele SRL
Contact person: Mr. Ionescu Dumitru
Brezoaiele commune, Dambovita county
T: 0040 721 203 068
Asociatia-Judeteana a Cultivatorilor de
Capsuni, Arbusti si Pomi Fructiferi
Contact person: Mr. Patrut Sorinel
Cerna village, Vaideni commune, Valcea
county
T: 0040 766 244 515
SC “LEGSOG” SRL"
Contact person: Mr. Ardeleanu Liviu
528 Socodor commune, Arad county
T: 0040 257 358 063
T: 0040 743 946 949
SC “LEGUME NATURAL” SRL
Contact person: Mr. Neagu Nicu
Varasti commune, Giurgiu county
T: 0040 722 691 524
SC Agro Partener Invest
Contact person: Mr. Pintilie Marcel
Valea Dragului commune, Giurgiu county
T: 0040 728 268 280
Societatea Agricola VIITORUL Glodeanu
Sarat
Contact person: Mr. Platica Cristi
Glodeanu Sarat, Buzau county
T: 0040 722 815 831
SC Best Vegetables Import Export SRL
Contact person: Mr. Roman J.Cristinel
6 Furnalistilor Street, bl. J4, ap. 35, Galati
T: 0040 740 309 911
Cooperativa Agricola Legumicola Plesoiu
Contact person: Mr. Ciobanu Fl.
Plesoiu commune, Olt county
T: 0040 745 015 699
42
SC LEGUMES SRL Association of the Agricultural Producers
Contact person: Mr. Cristea Nic Group “Hortipomicola”
Sabangia, Tulcea county Contact person: Mr. Dumitru V.
T: 0040 744 336 706 Reghin, Mures county
T: 0040 265 512 730
F: 0040 742 137 000

SC PROD LEGUMICOLA SRL SC ECOLOGICA 2006 SRL

Contact person: Ms. Mihalache Ioana Contact person: Mr. Radu Constantin
Colibasi, Giurgiu county Varasti, Giurgiu county
T: 0040 722 317 823 T: 0040 723 982 989

SC LEGUME GRUP SRL SC AGRO ECO SABAR SRL

Contact person: Mr. Oncica Gheorghe Contact person: Mr. Bolocan Petrica
Motatei, Dolj county Colibasi, Giurgiu county
T: 0040 743 428 548 T: 0040 723 497 821

SC LEGUMICOLA PROD. SRL ASOCIATIA FERMIERILOR OLARI

Contact person: Mr. Mocanu Marius Contact person: Mr. Leonte Mirica
Miroslavesti village, Puchenii Mari, Prahova Olari, Prahova county
county T: 0040 721 297 809
T: 0040 726 686 969

SC ”CASA PEPENILOR VERZI” SC “FABRIA “COM SRL

Contact person: Mr. Diaconu F. Contact person: Ms. Mihai Emilia, Mr.
Dabuleni, Dolj county Limbosanu V.
T: 0040 745 505 398 1b Calarasilor Street, Bl. 150H, SC. A, et.1, ap.
6, Ploiesti, Prahova county
T: 0040 729 824 439
T: 0040 721 882 540
As. AGRO LEGUMICOLA OLARI SC LEGUME FRUCTE SARATA
Contact person: Mr. Pirvan N. Contact person: Mr. Sirboiu Gabi
260 OLARI, Prahova county Calarasi,Dolj county
T: 0040 741 998 541 T: 0040 745 369 319
F: 0040 244 471 086
SC Mafil Prodagro SRL Agricultural Society of Apple Producers-
Contact person: Mr. Treanta Leonard Dedrad Batos
Dabuleni, Dolj county Contact person: Mr. Farago Emil –
T: 0040 728 906 056 Administrator
T: 0040 744 708 351 302 Primariei Street, Batos commune, Mures
county
T: 0040 265 511 462
T: 0040 744 505 551
SC Paradisul Legumelor Curtici&Marcea SC Cerasus SRL
SRL Contact person: Baianu Vasile– Administrator
Contact person: Mr. Mot Ioan– Administrator Cotnari, Iaşi
19, 1 Decembrie Street, Curtici, Arad county T: 0040 232 730 395
T: 0040 237 464 100 T: 0040 766 730 395
T: 0040 728 004 784

SC Agroleg Grup SRL SC Hortifruct Bucharest

Contact person: Mr. Marius Cristian Guita Contact person: Mr. Horia Culcescu
289 Traian Street, Galati 6 Drumul Binelui Street, Sector 4, Bucharest
T: 0040 236 41 31 85 T: 0040 728 112 442
F: 0040 236 41 31 85 F: 0040 21 332 12 86
43
SC Bratesleg Grup SRL Early Potato Producers Group– Lunguletu
Contact person: Mr. Oreste Mandru - (Dambovita)
Administrator Contact person: Mr. Vasile Costache
77A Razboieni Street, Galati Lunguletu, Dambovita county
T: 0040 745 759 838 T: 0040 722 692 742
F: 0040 236 31 51 80

Research Institutes

Vegetable Research Institute Buzau Vegetable Research Institute Bacau

Contact person: N/A Contact person: Mr. Lucian Stoian – Director
23 Mesteacanului Street, Buzau 220 Barladului Street, Bacau
T: 0040 238 722 560 T: 0040 234 544 963
F: 0040 238 722 593 F: 0040 234 517 370
www.scdlbuzau.ro legumebac@artelecom.net
www.artelecom.net/legumebac/

Vegetable Research Institute Iernut Vegetable Research Institute Isalnita

Contact person: Ms. Heitz Minerva - Director Contact person: N/A
Str. Energeticianului 1A, Iernut, judetul Mures DN E70, KM7, Isalnita commune, Dolj county
T: 0040 265 471407 T: 0040 251 485636
F: 0040 265 471407
www.scdliernut.ro

The Research and Development Institute Research and Agricultural Development

for Horticultural Products Processing and Institute- Livada (mainly strawberry)
Marketing of the Horticultural Products " Contact person: Mr. Fritea Teofil – General
HORTING" Bucharest Director
Contact person: Mr. Marian Bogoescu, Ms. 7 Baia Mare Street, Livada, Satu Mare
Bibicu Miruna T: 0040 261 840361
1A Intrarea Binelui Street, Sector 4, F: 0040 261 840361
Bucharest alivada@rdslink.ro
T: 0040 21 4610706 www.scdalivada.sm.rdsnet.ro
T: 0040 21 4600725
contact@horting.ro
www.horting.ro

Vegetable and Flower Cultures Research Research Institute for plants cultivation on
Centre – Vidra sands- Dabuleni
Contact person: Mr. Vasile Lacatus Contact person: N/A
Vidra, Ilfov county Dabuleni, Dolj county
T: 0040 21 3612094 T: 0040 251 334 402
Research and Development Institute for Research and Development Institute for
Fruit Growing Mărăcineni Fruit Growing Valu lui Traian
Contact person: Mr. Razvan Popescu – Contact person: N/A
Marketing Director Calea Dobrogei, Valu lu Traian, Constanta
Marului Street, Maracineni, Arges county county
T: 0040 248 278889 T: 0040 241 231324
F: 0040 248 278477 F: 0040 241 231383
icpp_mar@geostar.ro
www.icdp.ro

44
Research and Development Institute for Research and Development Institute for
Fruit Growing Voinesti Potato- Miercurea-Ciuc
Contact person: N/A Contact person: N/A
Voinesti, Dambovita county 22 Progresului, Miercurea-Ciuc, Harghita
T: 0040 245 679085 county
F: 0040 245 679085 T: 0040 266 371455

Research and Development Institute for National Federation of Potatoes Cultivators

Potato- Targu Secuiesc Contact person: Mr. Ioan Benea
Contact person: N/A Brasov
55 Ady Endre 55, Targu Secuiesc, Covasna T: 0040 268 367 053
county F: 0040 268 367 551
T: 0040 267 363755 M: 0040 0722 354 913

National Institute of Research and

Development for Potato and Sugar Beet
Brasov
Contact person: Mr. Sorin Claudiu Chiru –
General Director
2 Fundaturii Street, Brasov
T: 0040 268 476 795
F: 0040 268 476 608
sorinchiru@potato.ro
www.potato.ro

Institutions and Professional Associations

MAFRD – Ministry of Agriculture, Forestry APIA - Agency for Paying and Intervention
and Rural Development in Agriculture
24 Carol I Blvd., Sector 3, Bucharest 17 Carol I Blvd., Sector 2, Bucharest
T: 0040 21 307 24 46 T: 0040 21 305 48 02
F: 0040 21 307 85 54 F: 0040 21 305 49 00
www.madr.ro secretariat@apia.org.ro
www.apia.org.ro

ANCA - National Agency for Agricultural ANIF - National Administration of Land

Advisory Improvement
Contact person: Mr. Stefan Mantea – General Contact person: Mr. Cornel Popa – General
Director Director
17-19 Doamnei Street, Sector 3, Bucharest 35-37 Sos. Oltenitei, Sector 4, Bucharest
T: 0040 21 312 46 20 T: 0040 21 332 28 16
F: 0040 21 312 46 43 F: 0040 21 332 21 83
M: 0040 722 360 672 centrala@anif.ro
agentiaagricola@anca-maap.ro www.anif.ro
www.consultantaagricola.ro

ISTIS - State Institute for Testing and INCS - National Inspection of Seed Quality
Registering Plant Varieties
Contact person: Ms. Antonia Ivanescu– 24 Carol Blvd., Sector 3, Bucharest
General Director T: 0040 21 307 86 63
61 Marasti Blvd., Sector 1, Bucharest F: 0040 21 307 24 28
T: 0040 21 223 14 25 incs@madr.ro
F: 0040 21 222 56 05 www.incs.ro
istis@easynet.ro

45
INSSE - National Institute of Statistics Agrostar Federation (trade union)
16 Libertatii Blvd., Sector 5, Bucharest Contact Person: Stefan Nicolae-President
T: 0040 21 318 18 71 1-3 Piaţa. Cpt. Walter Mărăcineanu, etaj. 4,
F: 0040 21 312 48 75 Cam. 303 - 305, sector.1 Bucharest
romstat@insse.ro T: 0040 21 3111514
F:00 40 21 3134041
www.insse.ro
agrostar@federatiaagrostar.ro
www.federatiaagrostar.ro
Employers’ Association of the Food Employers Association Of The Fruits And
Wholesalers– ASCALGROS Vegetables Canning Industry–
Contact person: N/A ROMCONSERV
3-5 Calea Crangasi, Sector 6, Bucharest Contact person: Aurel Tanase
T: 0040 21 315 89 22 1-3 Valter Maracineanu Street, Sector 1,
F: 0040 21 313 05 03 Bucharest
T: 0040 21 314 97 24
F: 0040 21 314 97 40
patronat-romconserv@yahoo.com
www.legume-fructe.ro
The Inter-professional Union for National Association of Mushrooms
Agriculture and Food Industry Producers and Distributors
Splaiul Independentei, nr. 202A, sector 6, Contact Person: Eugen Bajenaru
Bucuresti Str. Odai nr. 6 Bucharest
T: 0040 21 411 76 10 T : 0040 722 216790
F: 0040 21 411 72 25 anpdcr@gmail.com
unipaa@europe.com

National Society of the Fruit Growers Farmers' Associations in Romania

Contact person: Dr. eng. Ilarie Isac -president
Principala Street, Maracineni,
117450, Arges county
T: 0040 248 278066; 0040 745 068410
F: 0040 248 278477
icpp_mar@geostar.ro
Contact person: Adelina Popescu
61 Marasti Blvd., Sector 1, Bucharest
Tel.: 0040 21 3177332
Mobile: 0040 745 079940

Universities

University of Agronomy and Veterinary University of Agricultural Studies and

Medicine Bucharest Veterinary Medicine Cluj
Contact person: Mr. Dorel Hoza 3-5 Str. Calea Manastur, Cluj-Napoca
Dean of Horticultural Faculty T: 0040 264 596 384
59 Marasti Blvd., Sector 1, Bucharest F: 0040 264 593 792
T: 0040 21 318 04 66 apahidean@usamvcluj.ro
F: 0040 21 318 25 64 www.usamvcluj.ro
info@agro-bucuresti.ro
www.agro-bucuresti.ro

University of Agricultural Sciences and University of Agricultural Sciences and

Veterinary Medicine Timisoara Veterinary Medicine Iasi
119 Calea Aradului, Timisoara 3 Aleea Mihai Sadoveanu, Iasi
T: 0040 256 494 023 T: 0040 232 274933
F: 0040 256 200 296 F: 0040 232 260650
ssabtm@mail.dnttm.ro rectorat@univagro-iasi.ro
www.usab-tm.ro www.univagro-iasi.ro

46
Commercial Farmers
SC Andany Trading SRL SC Agrohorticola Batos SRL
Contact person: N/A Contact person: Mr. Grigore Farcas
53 Adunatii Copaceni Commune, Giurgiu 2 Batos, Mures county
county T: 0040 265 51 13 24
T: 0040 741 11 16 25 F: 0040 265 51 14 14
F: 0040 21 317 58 26

SC Horticola International SRL Comly Buzau

Contact person: Ms. Simona Radu Contact Person: Mrs Gherase Georgeta
56 Viile Sibiului Street, Sibiu 7 Sos Spatarului, Buzau
T: 0040 269 22 84 31 T: 0040 238 720065
F: 0040 269 21 70 69 F: 0040 238 720065
comly@buzau.ro
SC Nedarco SRL SC Serele Pipera
Contact person: N/A Contact person: Cristian Rusu
Bucharest 79-81Sos.Pipera, Bucharest
T: 0040 21 330 26 52 T: 0040 728 112474
F: 0040 31 815 45 77 F: 0040 21 2320815
office@nedarco.ro
www.nedarco.ro

SC Sud Oil SRL SC. BOGLAR CHAMP

Contact person: N/A Contact person: Németi Gergely
Madona Dudu Street, Craiova, Dolj county Str. Gh. Doja, Nr. 117, ap. D
450151, Zalau, Salaj
T: 0040 251 41 39 23
T: 0040 260 616 642; 0040 740 227335
F: 0040 251 41 39 23 F: 0040 260 616642

Retailers

SC Agroaliment SRL SC Suk Star Prodcom Impex SRL

8 Preparatiei Street, Vulcan, Hunedoara 3 Razboieni Street, Cluj-Napoca
county T: 0040 264 16 97 07
T: 0040 254 57 14 75 F: 0040 264 43 62 75

SC Trans Akropol SRL SC Distrib Manu SRL

178 Calea Calarasilor, Sector 3, Bucharest Atelierelor Street, Moinesti, Bacau county
T: 0040 21 314 01 50 T: 0040 722 976 222
F: 0040 234 306 019

SC Horticom SRL
Contact person: Ms. Daniela Carburean
18 Ludwig Roth Street, Medias, Sibiu county
T: 0040 269 83 17 92

Processors

SC Contec Foods SRL SC Conserv Buftea SA

Contact person: Mr. Aifun Suliman – General Contact person: Mr. Livian Tropoc – General
Director Director
134, 1 Decembrie 1918 Street, Tecuci, Galati Buftea, Ilfov county
county T: 0040 21 350 49 01
T: 0040 236 82 00 07 F: 0040 21 350 49 00

47
F: 0040 236 82 03 36 office@conservbuftea.ro
office@contec.ro www.conservbuftea.ro
www.contec.ro

SC Klevek Factory SRL Mandy – SC Glina SA

Contact person: N/A Contact person: Mr. Virgil Raileanu – General
505 Calarasi Street, Fetesti, Ialomita county Director
T: 0040 243 36 12 40 5 Intrarea Albatrosului Street, Ilfov county
F: 0040 243 36 11 99 T: 0040 21 492 00 04
www.klevekfactory.com F: 0040 21 492 00 06
marketing@manycompany.ro
www.mandycompany.ro

SC MIB Prodcom SRL SC Conserv Fruct SRL

Contact person: N/A Contact person: Mr. Cojocariu Vasile – General
210 Traian Vuia Street, Cluj-Napoca Director
T: 0040 264 27 41 56 189 Florilor Street, Baltatesti, Neamt county
F: 0040 264 27 41 57 T: 0040 233 24 40 85
marketing@mibprodcom.ro F: 0040 233 24 40 63
www.mibprodcom.ro office@conservfruct.ro
www.conservfruct.ro

SC Orkla Foods Romania SA

Contact person: Manuela Banu –General
Director
14-18 Copilului Street, Sector 1, Bucharest
T: 0040 31 805 75 72
F: 0040 31 805 75 71
www.orklafoods.ro

Other companies

SC Agral Prod SRL SC Vitalef SA

130/A Gh. Doja Street, Zalau, Salaj county 12 Chimiei Blvd., Iasi
T: 0040 260 61 98 38 T: 0040 232 13 32 01
F: 0040 260 61 98 38 F: 0040 232 23 36 35
agralprod@hotmail.com vitalef@xnet.ro

SC Leader International SA SC Pomicola Batos SRL

Contact person: Luminita Vlad Contact person: Emil Farago
20 Sos. Bucuresti-Targoviste, Mogosoaia, 10/17 Libertatii Street, Reghin, Mures county
Ilfov county T: 0040 265 51 14 62
T: 0040 21 461 01 07 F: 0040 265 51 14 62
F: 0040 21 461 01 22 pombat@rdslink.ro
leadercaracal1@yahoo.com

SC Megacons SA SC Vinifruct Copu SA

64 Mercur Street, Braila 39 Al. M. Sadoveanu, Iasi
T: 0040 239 61 91 56 T: 0040 232 21 82 69
F: 0040 239 67 38 54 F: 0040 232 21 82 68
contact@megacons.ro
www.megacons.ro

48
Frutti Grup Co
Contact person: Mr. Amir Bazzaz –
General Director
92 Linia de Centura Dreapta Street, Afumati,
Ilfov county
T: 0040 21 369 09 06
F: 0040 21 369 09 05
amir@fruttigrup.com
www.fruttigrup.com
Food Industries Research & Engineering Adviesburo Hillebrand-van der Heide BV
Holland BV Contact person: Mr. Van der Heide - Specialist
Contact person: Drs. Ing. Hank van Adel - in intensive orchard systems, fruit trees and
managing director
rootstocks.
Nude 46, 6702 DM Wageningen, The
Netherlands Bloesemlaan 6, 3897 LN, Zeewolde
T: 0031 317 410212, T: 0031 365 22 89 01
F: 0031 317 417467 F: 0031 365 22 89 66
hva@fooding.nl M: 0031 653 33 30 39
info@fruittrees-rootstocks.com
www.fruittrees-rootstocks.com

49
5 Main Fairs and Exhibitions in the fruits and vegetables
sector in Romania, 2010

LOCALITY DATE EXHIBITION

Iasi 05.03-08.03 ExpoAgroAliment
Suceava 13.03-15.03 AgroExpo Bucovina
Deva 23.03-27.03 AgroExpo
Bacau 02.04-05.04 AlimentExpo
Iasi 17.04-20.04 National Salon for Agriculture
Cluj-Napoca 05.05-09.05 Agraria www.agraria.info.ro

Craiova 09.05-13.05 Agrotex

Sibiu 18.05-22.05 Agrosib
Bucharest 09.06-13.06 Tibco
Mamaia 10.06-13.06 ExpoAgroUtil
Timisoara 10.06-13.06 Timagralim
Alexandria 27.08-31.08 Agralimex
Arad 09.09-12.09 Agroalim
Alba Iulia 17.09-19.09 Apulum Agraria
Slobozia 22.09-24.09 Agroial-Partener
Oradea 24.09-27.09 Alimentary Fair
Brasov 25.09-28.09 Agrifood
Botosani 25.09-28.09 Tehnagral
Giurgiu 02.10-04.10 Zilele Agriculturii Giurgiuvene
Braila 08.10-11.10 National Fair for Agriculture
Bucharest 10.11-14.11 Indagra Food + Indagra Farm
www.indagra-food.ro
www.indagra-farm.ro

50
6 Information sources

http://epp.eurostat.ec.europa.eu
European Commission Statistics, EUROSTAT /portal/page/portal/eurostat/home/
Fruit and vegetables: fresh and healthy on European tables, http://epp.eurostat.ec.europa.eu
EUROSTAT, 2008 /portal/page/portal/eurostat/home/
Institute of Soil and Agrochemical Research, Bucharest http://www.icpa.ro
Ministry of Agriculture, Forestry and Rural Development www.madr.ro
National Agency for Agricultural Consultancy http://www.consultantaagricola.ro
National Strategy for Operational Programs in the Fruits and
Vegetables Sector 2009-2013, MAFRD, 2008 www.madr.ro
Owners' Association in the Fruit and vegetables Canning Industry -
Romconserv http://www.legume-fructe.com
Paying and Intervention Agency in Agriculture http://www.apia.org.ro
Recovery of the Romanian Agricultural Sector, Agrostar
Federation, 2008 http://federatiaagrostar.ro
Romanian Agency for Foreign Investment - ARIS www.arisinvest.ro
Romanian Agriculture, MAFRD, 2008 www.madr.ro
Romanian Chamber of Commerce and Industry www.ccir.ro
Romanian market for fresh and frozen fruits and vegetables,
EuropeAid/126810/C/SER/MD
Romanian National Institute of Statistics www.insse.ro
Romanian Trade Register www.onrc.ro
Romexpo www.romexpo.org
http://epp.eurostat.ec.europa.eu
Summary results of the EU-27 orchard survey, EUROSTAT, 2009 /portal/page/portal/eurostat/home/
The Fresh Fruit and Vegetables Market in Romania, CBI Market
Information Database, February 2008 www.cbi.eu
The market for canned fruits and vegetables in Romania, USAID,
2008 www.usaid.gov
The market for consumption grapes in Romania, USAID, 2008 www.usaid.gov
The Romanian Food Sector and the Use of EU Funds for
Investments,
Agricultural Office, Embassy of the Kingdom of the Netherlands,
August 2009 http://www.olanda.ro
Local specialized media sources
(fields: agriculture, financial, marketing, business, etc.)
Direct interviews with main stakeholders and market players

51