Transavia tries to eat into importers' market share

Businessman Ioan Popa, the majority shareholder and general manager of poultry producer Transavia Alba-Iulia, says one of the sources of growth of this business would be to seize the market segments currently covered by imports. Last year, imports accounted for 42% of the market, according to data by the Poutry Farmers Union in Romania. “The Romanian market is quite demanding as far as consumers are concerned. It all amounts to having room to develop domestic production. We intend to seize the shares currently held by importers, by launching value-added products. We will also become involved in processing, and will soon launch semi-cooked and cooked products,” stated Ioan Popa. He added that in the last few years, consumption of poultry doubled in Romania and in the region. Currently, some 80% of Transavia’s production capacity is sold through the big retail chains.