Hochland sees 22% surge, to 27m euros

Hochland Romania, the largest cheese producer on the local market, posted eight-month turnover worth 27.5 million euros, up 22.5% on the same period in 2005.
“The cheese market has grown since the beginning of the year, due to product launches and intensive marketing campaigns,” said Sergiu Mititelu, Hochland Romania general manager.
According to Mititelu, in 2005, as well as in 2006, Hochland did not dramatically increase the price of its products. “There have been no price hikes of pressed cheese since January 2004,” he says.
Mititelu added that the turnover growth rate was approximately 35% in the first eight months of 2005, topping the level reached in the same period of 2004, amid the enthusiasm generated by the taxation drop, which boosted consumption.
“I think that 2005 should be regarded as an exceptional year, which cannot be highly relevant as a reference,” he added.
The company estimates that turnover will exceed 42 million euros this year, up 11% on 2005.
Last year, Hochland posted turnover worth 37.8 million euros, 43% more than in 2004. The company saw its profit double last year, to 3.8 million euros.
According to the Hochland Romania general manager, although the domestic market is witnessing a faster growth pace than the West European states, the consumption level is still quite low. Whereas annual cheese consumption in the European Union revolves around 20 kilos per capita, in Romania it amounts to only 4 kilos per capita, yearly.
The company’s portfolio includes two brands, Hochland and Almette. According to data provided by the company, Hochland enjoys brand awareness among 80% of the Romanian consumers and the company’s market share ranges between 30% and 80% on the segments where it operates.