The Perla Harghitei and Apemin Tusnad group of companies, one of the largest producers of natural mineral water in Romania, announces the appointment of Mihai Neagu as the CEO for both companies. Mihai Neagu has over 25 years of experience in the fast-moving consumer goods industry, holding leadership positions in recent years at Dobrogea Grup and Mogyi Romania.
"In the current socio-economic context, most of the challenges for businesses in the FMCG industry come from the commercial area. Therefore, my priority at this moment is to strengthen the sales and marketing teams in both companies, as they are the main promoters of the options offered to consumers. I am confident that we will strengthen our position in their preferences and that, together with the professionals from Perla Harghitei and Apemin Tusnad, we will maintain the performance trend of the organizations, in line with the sustainability objectives outlined in the investment plans”, said Mihai Neagu, CEO of Perla Harghitei and Apemin Tusnad.
In the long term, the new CEO aims to strengthen responsible corporate governance processes and propel both companies to the top of the most high-performing organizations in the industry.
“Over the past year, the organization has significantly developed in terms of defining key function responsibilities, and we have identified the need to integrate a leader with solid commercial expertise. Throughout his career, Mihai Neagu has demonstrated authentic leadership, showing real coordination skills with teams and a good understanding of market challenges and industry trends in which we operate. I am confident that he will successfully implement our growth plans and continue the sustainable development of these established businesses, so that consumers can continue to enjoy clean brands and consciously choose the water they consume”, stated Kurko Gyarfas, Chairman of the Boards of Directors of Perla Harghitei and Apemin Tusnad.
The new CEO has taken over the responsibilities of Magyari Ors, who joined Apemin Tusnad 15 years ago and led it as CEO for six years. Since 2022, Magyari Ors also coordinated Perla Harghitei from the same role. Over the past five years, he managed to increase Apemin Tusnad's turnover by 56%, achieving an average net profit rate of 17%. He actively contributed to the development of the group of companies by implementing investment plans for the next three years and the commercial strategy for 2023, which has already resulted in an 11% increase in sales volume in the first seven months of this year compared to the same period last year. Magyari Ors will continue to collaborate with the executive team and remain on the companies' boards as a non-executive administrator.
Perla Harghitei is the market leader in the category of returnable bottled natural water and recorded a turnover of approximately 125.5 million lei in 2022. For 2023, the company aims to increase turnover by 18% and implement an investment plan worth over 25 million lei.
Apemin Tusnad conducted business worth over 80 million lei last year and aims to increase turnover by 12% in 2023, supported by an investment budget of over 46 million lei planned for the next three years.
The Perla Harghitei company was established in 1990 and is one of the main bottling and selling companies of natural mineral water in Romania. It's a market leader in the category of bottled natural mineral water in returnable glass, with the brands Perla Harghitei and Tiva Harghita in its portfolio, available to consumers in still and sparkling variations through all well-known distribution chains.
The first water drilling was carried out in 1956 and laid the foundation for the establishment of the first bottling unit in 1963. The water is bottled in the factory in Sancraieni, a locality situated at an altitude of 650 meters, in the Lower Ciuc Basin, at the foothills of the Harghita Mountains, amidst an area with some of the most important resources of carbonated mineral water in Europe. Perla Harghitei and Tiva Harghita are natural mineral waters, containing hydrogen carbonate, calcium, sodium, magnesium-rich, with a medium content of mineral salts, accessible to all categories of consumers and recommended for daily consumption.
Apemin Tusnad is one of the largest companies in the Romanian mineral water market. It includes the brands Tusnad, Artesia, and Izvorul Ascuns.
The natural mineral water bottling factory in Tusnad was built in 1973, in the village of Tusnadu Nou, and the production activity started a year later. Tusnad natural mineral water is captured from a natural, volcanic area in the Lower Ciuc Basin, rich in essential minerals for the health and well-being of the body. The mineral salts found in Tusnad natural mineral water are calcium, magnesium, sodium, potassium, and bicarbonates - essential for proper hydration of the body.