ROMANIA: Hochland turns to direct distribution from 2016 | Progresiv

Hochland Romania, the local cheese market leader, will take over distribution of its own products from the current partner, Whiteland Import Export SRL starting from January 1^st 2016. The company will develop its own sales force in the territory and will work directly with retailers from all over the country.

"For two decades we have successfully worked with our partner, Whiteland Import Export SRL, in the indirect distribution system. Since the beginning of next year we are entering a new phase, that of direct distribution. In fact, it is a new business model. This includes the development of Hochland Romania’s own sales team and maintaining cooperation with Whiteland on service components (logistics, merchandising and BTL)”, said Sorin Timus, Hochland Romania’s general manager.

"Both companies are pleased with the new business model and are confident that the partnership will operate with the same success as before. It's the scenario we have prepared in advance, the scenario that led to the current business model of Whiteland, focused on distinct sales, logistics, BTL, and IT support services", said George Stefanescu, general manager Whiteland Import Export SRL.

Hochland is the cheese market leader, the Hochland brand being present on the local market for 20 years. The local branch was opened in 1998 and the manufacturer has two own factories in Sighisoara and Sovata. In 2014, Hochland Romania reported a turnover of 217.6 million lei.