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September 27, 2021

Real Foods invests RON 1 M in search of lost taste

+ The Romanian company will boost its portfolio to 1,000 products acquired from 100 local and international producers


Real Foods, an online company dealing with the selection and distribution of fresh and ultra-fresh produce, is relaunching its activity today, following a RON 300,000 investment in expanding its portfolio of products, organising its infrastructure and setting up an unbroken cold chain. The relaunch is the second stage of its development process, coming on the heels of a period of product testing and calibration, of dialogue with clients and scouting for produce and producers. Mircea Draja, one of the entrepreneurs actively involved in the relaunch of Real Foods, estimates an investment of RON 1 M by 2018 and a turnover of RON 5 M in 2017.

The Real Foods team selects produce on the basis of taste and quality, and is working with producers in order to offer the best product quality. Real Foods delivers at the client’s home the orders placed in its online store. Likewise, in extra season or in the case of special products, the company selects international producers, while respecting the same criteria. In this stage of development, the deliveries will focus in and around Bucharest.

By the end of the year, the portfolio will grow to 1,000 products acquired from local and international producers. The categories of products selected vary, ranging from leaven bread, eggs and dairy, pork, chicken, vegetables and fruits, to sweets, honey and aroma plants.

“We want to restore the link between clients looking for good food and small and medium-size farmers with a passion for what they’re doing. In general, small farmers cannot cope with the volumes and prices that large retail chains demand, nor do they have the strength to support a brand by themselves. We want to promote small farmers and not to hide them behind private labels,” Mircea Draja says.

Real Foods caters for clients who pay attention to the quality of the food and ingredients. “The main service we are offering is the selection: we make efforts to identify, test and improve, jointly with producers, every product we are selling,” Mircea Draja added.

Today, the Real Foods infrastructure consists of a cold storage warehouse and an unbroken cold chain. Likewise, Real Foods features the technological infrastructure required for real-time product stock checking and the monitoring of client preferences.

For ultra-fresh produce (fresh meat, fish, fruits and vegetables), orders are placed with suppliers every day, a day before delivery, and, in order to be able to offer clients very fresh produce, the products arrive on the morning of delivery or the evening before at the earliest.

“Our plan, first of all, has to do with the quality of the taste and, in the end, with the quality of life. Food is found everywhere today, at various levels of quality. The food that has authentic taste and that received natural care is less accessible. This is the segment we are positioning ourselves on, and we are catering for an ever growing number of clients that have interest in and respect for how the food tastes,” Florin Cojocariu, the second entrepreneur involved in the project and one of its 15 current suppliers of fresh vegetables and aroma plants, stated.

Over the medium term, Real Foods plans to attract new investment partners in order to expand on the natural and organic catering segment.


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