Integrated Bakery and Dubet enlist bakery expert to strengthen artisanal market in Romania

By Gill Hyslop contact

- Last updated on GMT

Integrated Bakery and Dubet want to transform the Romanian craft bakery sector. Pic: ©GettyImages/Bogdanhoda
Integrated Bakery and Dubet want to transform the Romanian craft bakery sector. Pic: ©GettyImages/Bogdanhoda
Dutch System Integrator and provider of bakery solutions Integrated Bakery and sister company Dubet, which buys and sells used bakery production lines, have signed a partnership agreement with Liviu Negreanu to expand their businesses in Eastern Europe.

IB and Dubet work together to develop optimal turnkey solutions for the Romanian bakery market, which means the customer only has to deal with one supplier rather than many. The companies have a successful history of handling bakery projects in Romania, as well as The Netherlands.

Liviu Negreanu
Liviu Negreanu

Now, the companies want to transform the Romanian bakery sector by strengthening the artisanal market and have enlisted Negreanu, who has been active in the bakery industry for more than 40 years, working in different fields such as bakery design, maintenance and commissioning.

For the past 25 years, he has also worked as a representative for bakery equipment suppliers across Europe.

“With the support of Liviu, we aim to become a leading services provider to Romanian bakeries and enable the sector to increase its quality and profitability,”​ said Dewanand Mahadew, CCO of both IB and Dubet.

“We are in a perfect position to bring a lot of international bakery expertise to the Romanian market.

“Through our formula, we enable the Romanian bakery to get a high residual asset value, while at the same time, with our technical expertise, we enable the buyer to produce high quality products with low capital investment,” ​he added.

A bread eating country

According to Euromonitor International, bread continued to dominate sales of baked goods in the country in 2018, driven by the fact that Romania is a major producer of wheat so bread is viewed as a ‘cheap’ staple.

Statista forecast the revenue from the bread and bakery products segment will be over $2m in 2019, growing at a 2.9% CAGR annually to 2021.

Locally – as in the global market – there is a rising demand for fresh and healthy bakery products, and sales of artisanal baked goods far exceeded those of packaged products.

However, the level of fragmentation within artisanal baked goods was high in 2018, with the large majority of manufacturers being active at a local level and only a couple of nationwide producers showing a more active presence through modern retailing.

According to IB, to stay ahead of trends, there is a need for the artisan bakeries to grow into semi-industrial bakeries.

Drive to reduce imports

There is also a drive in Romania to reduce the imported volumes.

Romania is one of Europe’s biggest food importers and in the top 20 in the world, despite the country’s huge potential as a producer of grains, fruit, vegetables, meat and dairy.

As such, there is a need for utilities expertise when building a new factory, engineering capacity, installation and commissioning.

“In Romania, there are [currently] no suppliers who are offering integrated bakery solutions and services [other than us],”​ said Mahadew.

“Semi-industrial bakery solutions requires knowledge of available solutions from different – often unknown – suppliers and ‘out of the box’ engineering. These are two of our most distinguishing values.

“For clients with a smaller budget, Dubet and Integrated Bakery can integrate secondhand equipment or a combination of new and secondhand.”

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