|
Vegetable Specialties Processor
Expands their International Distribution
 Dentina,
a 100% private enterprise, was founded in 1993
and today has sixty full time and seasonal
employees. It is located in the south-eastern
part of the country in Strumica, a town in the
center of a major vegetable production area.
Dentina is specialized in fruit and vegetable
processing, exporting and international
transport. 90% of their products are exported to
European countries, Canada and Australia.
Dentina stands for healthy and fresh fruits and
vegetables that meet or exceed international
standards. The objective of high quality food
processing is not new, but what gives Dentina
the potential to achieve their quality and
competitiveness objectives is the Strumica
region itself. This part of Macedonia is well
known for its tradition of high quality food
production, and having a very clean environment.
These factors provide exceptionally good
conditions for healthy food production and
processing. Dentina’s history of utilizing
traditional recipes and attractive packaging
were recognized by AgBiz as good assets for
accelerating the companies’ regional and
international exports.
 To
enhance the competitiveness of Dentina’s
processed vegetables exports, and thereby
stimulate significant increases in export sales,
USAID’s AgBiz Program provided a $40,000 grant
to increase the companies’ marketing programs,
and processing productivity and capacity. The
grant was used to acquire additional equipment,
including a line for roasting peppers, a
pasteurization line, and most importantly a
steam boiler. These equipment investments
increased productivity by more than 15%, and
raised output to 1,200 tons in 2008. New
investments also included designing and
launching additional marketing activities. The
awareness and visibility of Dentina’s products
was improved in target export markets,
particularly in the German-owned Kaufland retail
chain in Croatia. This was achieved mainly via
in-store promotions such as including Dentina
advertizing in Kaufland’s promotional materials.
In the six months since AgBiz awarded a grant to
Dentina, $134,302 worth of processed vegetable
products were exported to Kaufland alone, and
Dentina is becoming a even more serious
international competitor, particularly in Balkan
region.
“Thanks to this project with AgBiz, we were able
to expand our production lines by purchased new
equipment. This allowed us to increase our
export sales volume, and add new products such
as homemade ajvar that is in demand in European
markets” said Mr. Trajche Karadakovski, General
Manager of Dentina.
As result of AgBiz’s support, Dentina succeeded
in positioning their products in more than 30
Serbian supermarkets, increased consumers’
awareness of their products through substantial
in-store promotions and is planning a series of
in-store sampling for Slovenian consumers in the
largest supermarkets of the Merkator Group.
|
