Investments

Vel Pitar has invested since the beginning of the activity thousands of millions of dollars in the purchased factories, mills and shops. Modern technological lines, unique in Romania have been bought. The buildings have been renovated and adapted to the European norms. A national system of distribution covering the entire country has been created, and the production has been diversified for responding to the consumers.

The Vel Pitar Group invested in last generation technological lines, completely automatic, from the mixing operation to the packaging process. The products obtained on these lines are of high quality (lasting freshness, constant colour and form), and the productivity is increased.

The investments in the new technologies have allowed for the packaging, and the entire manufacturing process to use the Keine Touch technology (without touch; the consumer is the first person touching the product).

Also, the milling units from the Vel Pitar Group have benefited from major investments, having available performing machines and finite product corn-lifts. The flour range is obtained from the processing of the best raw materials, under the conditions established by the norms in force.

The annual budgets of the three companies (Sapte Spice, Vel Pitar and VP Magassin) are foreseeing investments oriented to purchasing last generation machines, logistics, retail, management, research and marketing.

The investments in the communication campaigns of the national brands are emphasized, the main promoted products being those from the category of the mini-cakes launched in 2007, Roll4Ever and Almadolce, the bread products categories French Rolls and Panissimo, the packed bread brand French Toast, the packed biscuit range and the Vel Pitar pound cakes.