Two-digit growth in H1 for Hochland’s business in Romania | Progresiv
Hochland Romania, one of the main players on the local cheese market, increased its business in the first half by more than 10% (double-digit growth) and intends to maintain this advance in the second half of this year, said Andreea Marincescu, Marketing Director of the company. 
"We have very good achievements in all the categories we are present with a two-digit percent increase per total business. The evolution was dictated by several factors, among which we recall that Hochland is a strong brand on the Romanian market with high quality products, and this is an aspect appreciated by consumers, especially now that the economic context is favorable. Retail offers as well as investment in communication have also been important factors", said Andreea Marincescu.
For this year, the producer plans a series of launches, one of the most important being Grünländer cheese, already present in retail, a brand produced in Germany, where it occupies an important position in the natural cheeses segment.
"The segment of sliced natural cheese has a very good dynamics on the Romanian market. We aim that the launch of Grünländer - one of Hochland's most important initiatives this year - will make a significant contribution to its development. With this release, we considered the development of the matured natural cheeses category. This market is dominated by cheese, but in recent years there is also a good development for other products similar to cheese. Romanian consumers are willing to try new products and the Hochland brand - the best known in the cheese category - has a good chance of recruiting consumers for its new offers", Marincescu said.
This year's list of initiatives also includes range extensions on important categories in the Hochland portfolio such as telemea and melted cheese.
"Considerable efforts are being made in the new Hochland communication campaign, and the new launches have support in the ATL and BTL. We want to increase the visibility of the Hochland and Almette brands and generate more interaction with consumers. We also invest in technology by developing the natural cheese factory in Sovata ", said Andreea Marincescu.
Cheese producer Hochland registered an increase of its turnover by 20% last year compared to 2016, to 338.2 million lei. The company has two local production units - Sighisoara and Sovata - and an average of 358 employees.
