Dariusz Komisarek, the general manager of Masterfoods Romania, the importer of the Mars group, says he decided to change the distribution system to be closer to the major clients.
"Sales of pet food through the international retail chains operating in Romania witnessed the fastest growth pace of all, compared with the rest of the distribution channels," says Dariusz Komisarek.
Komisarek took the reigns of Masterfoods Romania three years ago.
One of his first decisions at the local branch was to change the distribution system. The company is currently working with 15 distributors, instead of only one national distributor three years ago and is directly involved in the distribution to major clients (international key accounts) that have logistic platforms. Masterfoods importer has constantly seen its business increase and is to reach a turnover of 33 million euros this year, up 17% on 2005.
Komisarek says the pet food market has constantly grown over the last ten years, with its current growth pace standing at approximately 20%.
The Romanian pet food market, put at 33,000 tonnes a year, is still lagging far behind the other markets in Central and Western Europe, therefore the growth trend is expected to continue over the coming years.
"Caloric coverage on the pet food segment in Romania is about 5%, which means only 5% of the calories needed by pets come from the ready made food available on the market. The average in many Western European markets has reached 70% already, which proves the tremendous potential of the Romanian market in the long run," Komisarek says.
The bulk of Masterfoods sales on the pet food segment are made in the big cities, as is the consumption of pet food on the entire domestic market.
"We cover smaller cities, too, and we'll reach rural areas in the long-term," Komisarek adds. The most important e
