“In 1993 we opened our first convenience store, and a few years later we moved from trading to production. We bought a business in Romania and became the only producer of sour borscht in Moldova. At the same time, the entire production was located in Chisinau,” recalls Simion Ursu, the company’s administrator.
While at first the company was known for its traditional sour borscht, today the range of products has become more diverse. Sadro-Ursu exports sour borscht, microwave popcorn, chips and cartons. The total export volume over the last year exceeded 46.7 million lei.
“Microwave popcorn is one of our main products and it is present in many European countries. In fact, it is easier to list where we do not export it,” explains Alina Munteanu, commercial director of the company.
The main export markets are Romania (50%), France (30%), Lithuania (10%) and Italy (10%).
Sadro-Ursu’s success in the European Union is based on continuous investment in quality, packaging and innovation.
“Expansion abroad requires quality and adequate price. The European market is healthy, but at the same time very tough competition”, emphasizes Simion Ursu.
“We have worked hard on packaging and standards to meet the requirements of the European market. We have succeeded and now we have a good success and name in the EU,” adds Alina Munteanu.
Today the company has a 6000 m² production area, modern equipment and dozens of employees. The products are known on European shelves for their taste and quality, and the Moldovan brand is becoming more and more popular among consumers.
