American consumer goods giant Kraft, with 40 billion dollars inturnover, has put chocolate production in six plants in Europe inthe hands of a 36 year-old Romanian, who also ran the Americanproducer's Brasov plant.
Corina Cioranu, whose first job was with confectionery producerKraft Romania thirteen years ago, is one of the few women at thehelm of a Kraft plant and has been working as area directormanufacturing for Central Europe at Kraft for over a year,overseeing production operations of six plants that generatehundreds of millions of euros in sales per year.
The Kraft executive believes Romania is a much more flexiblemarket for launching new products than Western European countriesare.
"Austria is a very mature market where it is difficult tointroduce new products, as opposed to Romania, which is veryflexible, (...)"the executive says.
Kraft is the biggest player on the Romanian chocolate tabletmarket, put at around 250-300 million euros. Its brands Milka andPoiana have an around 50% market share, according to dataavailable.
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