Investments

 Since its formation, the Vel Pitar Group has invested millions of euros in its holdings. It has acquired factories, mills and shops; purchased modern technologic lines, unique in Romania; and renovated buildings to meet European standards. The group has created a national distribution system that services all of Romania, and it has diversified its range of products to meet consumer demands.

 
 The Vel Pitar Group has invested in last-generation, completely automated technologic lines to control production stages ranging from mixing to packaging. The bakery products produced by these technologic lines are of high quality, with long shelf lives, and uniform colors and forms. In addition, productivity has increased.

 
 Investment in new technologies has enabled application of Keine Touch technology – “without touch,” hence the consumer is the first person to touch the product – to not only the packaging operation, but to the entire manufacturing process.

 
 The Vel Pitar Group milling plants have also benefited from major investments; they now have access to the best technology on the market.  They produce a range of flours, processing the best raw materials under conditions complying with industry standards.

 
 The annual budgets of the three companies (Sapte Spice, Vel Pitar and VP Magassin) earmark funds for investment in last-generation machinery.

 
 The company emphasizes investment in advertising campaigns for the national brands, and promoted products include the mini-cakes Roll4Ever and Almadolce, launched in 2007; the bread products French Rolls and Panissimo; the packaged bread brand French Toast; the packaged biscuit line; and Vel Pitar Pound Cakes.