Leading Sugar Enterprise Reaching New Goals

Agrana leads the way in Romania’s sugar sector. The Austrian enterprise entered the Romanian market in 1998 and continued to invest during the transitional years. Today, Agrana Romania operates three sugar-processing facilities. “We have invested over €20 million in our factories in the last three years to enhance our performance in both quality and environmental protection,” explains CEO Gabriela Petrea. Agrana Romania is headquartered in Bucharest and has 535 employees in its three factories and headquarters.

The company sources its sugar beets from 162 local farms. Agrana not only provides a market for Romania’s sugar-beet producers but also contributes to the development of the Romanian agriculture sector by providing free consulting support through its team of eight professional agronomists. Gabriela Petrea points out, “We finance farmers’ purchases of materials like fertilisers, pesticides, herbicides, seeds and more, and we also put our very well developed agricultural-equipment department at the service of the farmers as well. We have established a very mutually beneficial partnership with Romania’s farming community.”

Highest international standards

Agrana Romania has invested more than €2 million in its agricultural department over the past three years, and these efforts are paying off. Their mission statement is environmental care and high quality products. “Romanian farmers now understand that sugar beets are a very good crop which can achieve big rewards, and Agrana now accounts for 50% of Romania’s sugar beets. We also have farmers who are producing at the EU level concerning yield per hectare and sugar content,” Gabriela Petrea says.

One of Agrana’s most important messages, as an Austrian company, is that they are committed to Romania and developing business in the country. Gabriela Petrea explains, “The potential of agriculture in Romania is huge, and sugar-beet is a stable crop. We have made a long-term commitment to Romania and we are focusing on expanding the business and improving the quality of our product.” Agrana Romania gets its competitive edge from its superior technology and well developed distribution network as well as its successful brands, Coroniţa and Mărgăritar. The company also provides branded portion packed sugar for Horeca business.

Agrana Romania meets the highest international standards and continues to set new goals, including expanding its retail presence and developing new products. This year it launched Horeca sugar hearts for coffee. The company’s clients include Coca-Cola, Pepsi and other leaders as well as smaller local enterprises. Gabriela Petrea concludes, “We are always open to talking with potential clients and to complying with their expectations.”