ROMANIA: Nordic Food wants 25 million lei sales of canned fish in the next 3 years | Progresiv
Nordic Food, one of the largest food distribution companies, has entered into a partnership with Thai Union to develop the John West canned fish brand, a strategy aimed at achieving sales of nearly 25 million lei over the next three years, said Florin Panfile, Retail Manager of Nordic Food. 
Thailand's Thai Union Group is a leader in tuna production, holding 18% of world production, while operating worldwide through its integrated production, distribution and research network.
Through this partnership, Nordic Food distributes in Romania the John West brand products, which is part of the Thai Union portfolio since 2010. Founded in 1857 in the UK, John West is one of the world's largest canned fish producers. The brand is already the market leader in the UK, the Netherlands and Ireland.
"What prompted us to bring this brand to the Romanian market was the growth potential and the need for premium products. We will start with 15 products in four subcategories, and in the next two years we will play in ten subcategories. We will have tuna in brine and in vegetable oil, no drain cans, promo packs, infusion (tuna with herbs and natural spices). Next year we will also introduce mackerel, sardines, seafood, anchovies, roe and tuna pate", said Florin Panfile.
John West products will be found in all major stores in Romania (supermarkets and hypermarkets) by the end of the year, with the distribution going up in the next two years.
According to Ciprian Moldoveanu, General Manager of Nordic Food, the company reported for the first semester a 10% increase in business, the target initially planned for this year being 15%. "We still have a portfolio development on the sweets side, we also focus on snacking and beverages (isotonic, vitamin water). The last part of the year is very important for us", Moldoveanu said.
In the category of canned fish, Nordic Food has until recently been activate along with the Rio Mare brand produced by Bolton Group. The brand came out of its portfolio of distributed products following Bolton's decision to open a branch in Romania.
Nordic Food was established in 1994 with 100% Romanian capital under the name Nordic Import-Export. Today, 2,500 premium food products are divided into five categories: fresh products, dried products, fruits & vegetables, frozen products and specialized ingredients. Nordic Food currently employs 244 people. In 2017 the company reported a turnover of 241 million lei, up by 5% over the previous year.
