Q: How would you describe Puratos’ position in the Romanian market? What key strategies have contributed to the company’s growth in recent years?
Mrs. Gabriela Beres: Puratos has established itself as a leader in the Romanian market for bakery, patisserie, and chocolate ingredients by offering a full range of innovative products and services. Our approach combines local market insights with global expertise, enabling us to drive growth through continuous product development and adaptation to emerging consumer trends. One of our strategic pillars is the Taste Tomorrow study, an in-depth market analysis helping us anticipate and respond to customer preferences effectively. By staying ahead in technology and sustainability, we not only support our customers’ success but also foster a forward-thinking food ecosystem in Romania.
Q: What significant trends do you see shaping the food industry in Romania, particularly in the bakery, patisserie, and chocolate sectors? How is Puratos adapting to these trends?
Mrs. Gabriela Beres: The food industry in Romania is witnessing a growing demand for authenticity, nutritional balance, and sensory innovation. Trends like culinary fusion and the use of sourdough in various products continue to drive consumer interest. Through our extensive Taste Tomorrow research, we have pinpointed these shifts, allowing us to launch products that cater to Romania’s evolving preferences. From introducing sourdough to different categories (such as croissant or local cozonac) to creating unique flavor combinations, Puratos is at the forefront of trend adoption, offering products that reflect both global influence and local preferences.
Q: Your company is known for innovation in the food industry. Can you share some examples of recent innovative products or solutions introduced by the company in Romania, and how these align with current industry trends?
Mrs. Gabriela Beres: Puratos remains committed to innovation with products that meet both quality and sustainability demands. Recently, we introduced Belcolade M. Plant-Based Cacao-Trace, a milk-like, plant-based chocolate that offers a smooth, allergen-free alternative without compromising taste. Additionally, our discovery of Antarctic xylanase enzymes has revolutionized bread-making by enhancing dough quality in colder temperatures. These innovations underscore our commitment to providing natural, clean-label solutions while catering to evolving consumer expectations around health, taste, and texture.
Q: How do you see Romanian consumers’ expectations evolving, and how does Puratos respond to the increasing demand for health-conscious, high-quality ingredients?
Mrs. Gabriela Beres: Our Taste Tomorrow research platform, monitoring and analyzing over 10,000 daily consumer interactions through AI, reveals appealing insights about Romanian consumers. Romanian consumers are becoming more conscious, prioritizing taste, freshness, and quality. We respond to this evolution through our Taste Tomorrow insights, which capture the subtle shifts in consumer preference towards healthier ingredients. By integrating artificial intelligence into our research, we can better understand these micro-trends, allowing us to deliver ingredients that meet health-conscious demands. Whether it’s our range of whole, sprouted & sourdough infuse grain for hi-protein breads or products designed to promote gut health, Puratos remains at the forefront of providing high-quality, health-focused ingredients.
Q: How does your company balance innovation with the practical needs of your customers in Romania, especially small and medium-sized bakeries and pastry shops, to help them succeed in a competitive market?
Mrs. Gabriela Beres: Puratos combines innovation with practicality by offering a range of solutions tailored to small and medium-sized bakeries and pastry shops. Our approach includes dedicated mix of products designed to optimize operations, along with comprehensive support from our innovation centers in Romania. By providing expert guidance on product development and category management, we enable our customers to stay competitive without compromising quality or efficiency. This integrated approach has proven helpful in our customers’ ability to thrive in a dynamic market.
Q: Puratos provides practical expertise along with its products. How do you support Romania’s local artisans and small businesses with training, knowledge, and access to your innovative solutions?
Mrs. Gabriela Beres: Through our two strategic innovation centers in Tunari and Cluj-Napoca, we provide full support for Romania’s food industry professionals. Our team of seven technical advisors and eight R&D specialists delivers expertise across product development, category management, and portfolio optimization. These facilities serve as collaborative spaces where artisans and entrepreneurs can access modern equipment and specialized training. Our approach covers every aspect of product development, from texture and taste optimization to nutritional profiling and market positioning strategies.
Q: What specific initiatives has Puratos Romania implemented to minimize environmental impact in production, waste management, and energy consumption? How do these initiatives contribute to the global sustainability goals of Puratos Group?
Mrs. Gabriela Beres: Our sustainability framework operates on three interconnected pillars: Better Planet, Better Life, and Better Health. We’ve achieved significant milestones in 2023, transitioning to 100% renewable electricity and reducing our Scope 1 and 2 CO2 emissions by 43% compared to our 2016 baseline. Our commitment extends to achieving carbon neutrality by 2025 for Scope 1 and 2 emissions, and water balance by 2030. In Romania specifically, we’re implementing tangible initiatives including the construction of a solar-powered facility and transitioning our fleet to hybrid vehicles, with plans for full electric adoption as infrastructure permits. These initiatives align with our global objective of zero waste to landfill by 2030.
Q: How does your company ensure the sustainability of its supply chain, especially in sourcing raw materials like cocoa and grains, and how does this align with global sustainability goals?
Mrs. Gabriela Beres: To manufacture high-quality ingredients for our bakery, patisserie, and chocolate industry, Puratos sources many different raw materials from around the world. We are 100% committed to responsible sourcing and make sure we collaborate within our supply chain to keep improving our sourcing practices. Cocoa plays a vital role in producing real chocolate, coating chocolate, fat-based fillings, and bakery mixes. We are deeply committed to creating a sustainable future by collaborating closely with key stakeholders. We firmly believe that addressing sector challenges such as farmer income, forced labor, and deforestation requires collective action from all stakeholders within the cocoa and chocolate industry, including consumers. To demonstrate our commitment, we have developed the Cacao-Trace program, which prioritizes quality and provides additional income to farmers worldwide. Cacao-Trace is our groundbreaking program that revolutionizes cocoa sourcing. By offering farmers fair prices and our exclusive Chocolate Bonus of 0.10 euro per kilogram sold, we create a life-changing impact. Through value sharing, we invest in cocoa farmers and their communities, ensuring their economic well-being and fostering sustainable farming practices.
Q: Packaging waste is a growing concern globally. How do you address this issue, and what steps are you taking to improve the sustainability of your packaging solutions?
Mrs. Gabriela Beres: Puratos Romania is actively addressing packaging sustainability with ambitious targets to minimize waste and promote a circular economy. Our packaging solutions emphasize reusable and recyclable materials, with goals to achieve 100% reusable or recyclable packaging by 2025. We have introduced innovative solutions like stainless steel containers and bag-in-container systems to reduce single-use waste. Additionally, we are developing monopolymer packaging to support existing and future recycling frameworks, aligning closely with European sustainability standards and ensuring we remain a responsible industry leader in environmental stewardship.
Q: How does Puratos Romania foster a strong company culture, and what initiatives support employee development, diversity, and well-being?
Mrs. Gabriela Beres: Our corporate culture is built on our ‘People First Strategy,’ build on five key pillars: Puratos Magic culture, Talent for the Future program, Calling for Caring employee well-being initiative, Diversity, Equity and Inclusion charter, and Total Rewards strategy. This comprehensive approach ensures we maintain a workplace environment that nurtures professional growth while promoting diversity, safety, and engagement. Our success is intrinsically linked to our employees’ development and satisfaction.
Q: These were all our questions. Is there anything else you want to add?
Mrs. Gabriela Beres: Our commitment to Romania’s food industry extends beyond product innovation and service excellence. Through our dual education initiative, we’re actively addressing the industry-wide challenge of skilled labor shortage. By investing in educational programs and establishing specialized training classes, we’re cultivating the next generation of qualified professionals who will drive innovation and entrepreneurship in Romania’s bakery, pastry-confectionery, and chocolate sectors. This long-term vision underscores our dedication to not just participating in, but actively shaping the future of our industry.
You can also find the full interview in the document below:
