Podravka turns to direct distribution in IKA | Progresiv

After a 7-year partnership with Whiteland, Podravka d.d. turns to direct distribution in the large retail chains present on the local market. As for the independent retail channel, Podravka remains in partnership with Whiteland distributor.

"This decision comes as a desire to develop Podravka business on the Romanian market by establishing strategic partnerships with modern trade customers. This channel generates about 65% of our sales. With this change, Podravka International has increased its team with 10 employees, reaching 22 employees since January and we have a team dedicated to the modern trade channel”, explains Cristina Ghiurluc, Commercial Director within Podravka.

As for the independent retail channel, where Podravka is present in about 5,000 points of sale, the company remains in partnership with Whiteland distributor.

"For this year, we intend to keep the business at the same level as 2019, but we also plan to expand our presence in regions with significant growth. Innovation and rapid delivery of products in the market are key elements of our strategy. At the same time, we continue to invest in state-of-the-art science and technology to meet the growing expectations of consumers, with new offers and products”, added Cristina Ghiurluc.

Podravka has been present on the Romanian market for 20 years and owns brands like Vegeta and Eva in its portfolio.