1 years
of experience
1 branches
national coverage
1+
clients
1 mil. €
turnover
About Us
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Our company

Whiteland Sales and Marketing is currently one of the leading players in the food market, offering sales and marketing services nationwide at the highest quality standards.
With a professional team of professionals who are passionate about what they are doing, a well-defined system of values and a well-organized organizational culture, the company has grown from year to year, reaching an annual turnover of 50 million euros.
The company has national coverage through its 12 strategic branches across the country, and is present in all trade channels. Our partners include Hochland, Meggle, Nestle, Wedel, Podravka, Kotanyi, Friesland, Delicatese, Pescado, Gruma, Perutnina, Zaini, TSC.

Mission and Vision

Our clear MISSION reflects the promise made to all our partners: the national supply of quality sales services in the FMCG market.

OUR VISION is firmly outlined around the following milestones:

  • productivity
  • focus regional
  • solid and lasting partners
  • people & team

THE VALUES underlying our entire organization are:

  • Leadership
  • Integrity
  • High Standards
  • Dynamism
Coverage
×

Whiteland Sales & Marketing strategy is to be present in every place where people need our products. Our 12 branches, strategically placed in the main areas in the Romanian territory, and our dedicated sales force was the base for building a very performant infrastructure in order to achieve the boldest goals.

History
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Whiteland was founded in 1993 when James Kodor, along with his partner, Lavinia Yassien, made the decision to start a business with promising potential. Shortly after, the partnership with Hochland was signed, and Whiteland began importing and distributing refrigerated products. At that time, there was only one rented warehouse in Bucharest, and there were the offices of the few employees.

In 1995, the first working point in the country was inaugurated in Brasov. The opening of Craiova, Constanta and Cluj in 1997, followed by Sibiu, Iasi and Timisoara in 1998, Galati in 1999, Bacau and Oradea in 2000, and in 2004 Pitesti was inaugurated. Thus, by 2007 there were already 12 work points with temperature controlled warehouses and 12 sales area teams.

sales

sales
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One of our basic principle is that professional sales services are essential in building a feasible long-term business model. The starting point is to identify and understand the clients’ needs and expectations, in order to be able to continuously improve the services. In a very dynamic environment, is crucial to anticipate the national and global trends; our objective is to be one step ahead in all the areas related to our business field, and, in order to achieve it, our people are permanently participating in personal and professional trainings. Our sales team has now around 150 people, split in dedicated divisions for the most important sales channels: Modern Trade, Traditional Trade and Horeca. For all these channels, we are offering flexible and adjusted portfolios, based on the needs of each client type: hypermarket, supermarket, cash&carry, discounter, local chains, proximity stores, hotels,, restaurants or gas stations.

marketing

sales
×
One of our basic principle is that professional sales services are essential in building a feasible long-term business model. The starting point is to identify and understand the clients’ needs and expectations, in order to be able to continuously improve the services. In a very dynamic environment, is crucial to anticipate the national and global trends; our objective is to be one step ahead in all the areas related to our business field, and, in order to achieve it, our people are permanently participating in personal and professional trainings. Our sales team has now around 150 people, split in dedicated divisions for the most important sales channels: Modern Trade, Traditional Trade and Horeca. For all these channels, we are offering flexible and adjusted portfolios, based on the needs of each client type: hypermarket, supermarket, cash&carry, discounter, local chains, proximity stores, hotels,, restaurants or gas stations.
marketing
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Our marketing team is closely working together with our partners, in order to understand consumer needs and expectations, and also to anticipate the main trends in the market. Our goal is to always offer the right product, at a fair price, exactly when and where there is a need Strategical and tactical marketing plans are carefully elaborated by our specialists, from concept to comparative evaluations of their results versus budget and investments. Continuously improving or adjusting the marketing instruments is one of our main focuses. Depending on the objectives of each project, we offer full and complex marketing services, from strategical planning, brand management, market analysis and integrated communications campaigns, to market implementation of different actions, POSMs in any kind of store, competition analysis, samplings or degustations, with internal resources or with support from our agencies.

partners

DELICATESE

DELICATESE FOOD Company was established in 2001, and currently owns a modern facility in Medias, specialized in production of sauces, mayonnaise, ketchup, humus and other similar products. Since 2008, DELICATESE has ISO 22000:2005 certification. (TUV International Certification).
DELICATESE products are commercialized under the brands Don Gustosso and Delicatese, in food stores all over the Romanian territory, and also in Horeca clients.

HOCHLAND

Hochland is a family business whose name has guaranteed leading expertise in cheese for 90 years. Whether cream cheese, soft cheese, processed cheese, hard cheese or sliced cheese for the food retail business, individually tailored product concepts for the food industry or catering sector, Hochland is represented in all the main cheese segments.

IDILIA FOODS

Idilia Foods  is a Spanish multinational focused on supplying high-quality, tasty products for breakfast and afternoon snacks for all the family. Some of our brands have been part of Spanish family life for many years, feeding generations day after day, always offering the best flavour.
Our commitment to quality, a job well done and closeness to consumers has made our brands leaders in the food industry in Spain. But at Idilia Foods we’re much more than just a food company. Backing sports is one of our basic principles and is therefore at the heart of our organisation: we support the Spanish Olympic team through the ADO Plan.

KOTANYI

The story started in 1881, with Janos Kotanyi and his chili mill. The business grew, and the portfolio was extended to a selection of high quality herbs and seasoning, which started to be sold in many countries all over the world.
Kotanyi  people are very passionate about herbs and seasoning. Their aim is to inspire others to cook creatively and to add passion into theirs lives. Each country has particular tastes and culture, and that is the reason why Kotanyi offers more than 4500 products, in over 20 countries.

LUIGI ZAINI

The company was founded in 1913 by Luigi Zaini, a young Italian entrepreneur in Milan. Gradually, Zaini turned from a small laboratory with craftsmanship into a real factory, with more and more performing cars. Business has remained a family business and has grown steadily, reaching a turnover of 65 million USD, 180 employees and coverage in 50 countries around the world. Zaini is the market leader in the household chocolate segment and produces numerous chocolate and other sweets specialties, including licenses like Disney or Warner Bros. Zaini products are certified ISO 9001 and ISO 22000. In addition to traditional sweets, Zaini has products sold under Disney, Deamworks, Mattel, or Sanrio licenses, with characters from various collections.

MARCEL

The passion for good taste and choosing the right ingredients helped Meggle to became, from a small family business started in 1887 in North Bavaria, a strong international company, governed by innovation, creativity and flexibility. Meggle constant focus is to preserve the high quality of the products in order to meet customer expectations.
The need to obtain excellent results in highly controlled production environment, the concern for community and nature and the passion for innovation are the main ingredients for Meggle growth and are defining also the path to the future; all of these, without neglecting the traditional taste and the strong values, passed on from generation to generation.
Meggle means tradition, innovation, quality, success and customer orientation.
Meggle Romania is present on local market since 1995, with imported products from Meggle’s factories in Germany, Slovakia and Bulgaria, with a dynamic portfolio which is constantly developing.

MEGGLE

The passion for good taste and choosing the right ingredients helped Meggle to became, from a small family business started in 1887 in North Bavaria, a strong international company, governed by innovation, creativity and flexibility. Meggle constant focus is to preserve the high quality of the products in order to meet customer expectations.
The need to obtain excellent results in highly controlled production environment, the concern for community and nature and the passion for innovation are the main ingredients for Meggle growth and are defining also the path to the future; all of these, without neglecting the traditional taste and the strong values, passed on from generation to generation.
Meggle means tradition, innovation, quality, success and customer orientation.
Meggle Romania is present on local market since 1995, with imported products from Meggle’s factories in Germany, Slovakia and Bulgaria, with a dynamic portfolio which is constantly developing.

MERLINS

Vitamin Water is an occidental concept, promoted as a healthy alternative for normal soft drinks (still or sparkling, with high content of sugars or artificial sweeteners). It has no side effects, it is a day by day drink which offers vitamins and mineral for a balanced diet, aprt of a healthy lifestyle.

MISSION FOODS

As world-leading manufacturer of wheat flour tortillas and corn flour products, Gruma export to over 50 countries and have an annual turnover more than $1bn. Following success in the South American and US marketplaces, Mission Foods Europe was launched in 1997. In 2000, our first purpose-built UK factory in Coventry has enabled us to increase distribution significantly and allowed us to offer tailor-made solutions for our customers.
Gruma owns now factories in USA, Holland, UK, Italy and Asia, producing around 25% of the total global tortilla sales. The portfolio includes frozen or ambiental tortilla bread from wheat or corn, multicereals or low carbs.

MULLER

Over and beyond the domestic German market, the Müller product range has enjoyed increasing popularity for many years. The test phase for Müller fresh dairy products in the United Kingdom that kicked off in 1987 proved so successful that the company went on to set up its own production facility in Market Drayton in the Midlands in 1992.

Since the early 1990s we have been exporting the core range of Müller products (including Müller corner yoghurts, Müller rice and Müllermilch milk) to Central and Eastern Europe. Since 1995 Müller has been operating a sales branch in Verona.

In the meantime, the internationalization of the Group has taken decisive steps forward. In 2007 the Müller brand established itself outside of Europe for the first time. Licenses were granted to Central Bottling Company (CBC) in Tel Aviv, thereby enabling the market launch at the beginning of 2008. Virtually at the same time, an independent marketing and sales location was established in Prague, that will address the Czech and Slovakian markets. Furthermore the Czech dairy Mlékárna Pragolaktos is a 100% subsidiary of Unternehmensgruppe Theo Müller. The year 2008 also saw the successful market launch in Romania, followed by the market entry in Poland in January 2009.

NESTLE

Nestlé is the world’s largest food and beverage company, with more than 2000 brands ranging from global icons to local favourites and present in 189 countries around the world. Nestlé’s purpose is enhancing quality of life and contributing to a healthier future, help shape a better and healthier world, inspiring people to live healthier lives.

OLYMPUS

OLYMPUS is a 3rd generation family owned company, holding a leading position in Greece in the field of dairy products, while being very active in international markets with its presence in 38 countries all over the world. OLYMPUS Brand is synonymous with quality and Greek authenticity and therefore is an ideal vehicle for the growth of our international consumer market.
In 1999, Olympus entered in Romania and had a gradual increase: in 10 years, they bought important milk factories in Greece, build a high-tech refrigerated warehouse in Crevedia and then they build the dairy factory in Halchiu, Brasov, finished in 2011.

PERUTNINA

Perutnina Ptuj is the most important specialized meat processing corporation in Southeast Europe.
Perutnina România is part of Perutnina Ptuj group, with a hostory of over 110 years. The total group has over 3800 employees, 250 mil EUR yearly turnover and it is present in 7 countries: Slovenia, Croatia, Serbia, Bosnia și Hertegovina, Austria, România and Macedonia. They have 7 factories and export the proucts in 18 countries.

Perutnina România is based in Brașov, since 2007. The business started with forzen products, and, from 2010, the portfolio was extended to refrigerated processed meat from chicken and turkey. Perutnina is the only producer in Romania with HALAL products, without any pork derivates, and they also have other important certifications, like ISO 9001, ISO 14001, HACCP, IFS, EFSIS, BRC etc.

PESCADO

PESCADO GRUP is currently one of the major players on the fish product market, providing a wide range of products as well as sale and distribution services, according to the highest standards. The company is a market leader on the premium fish roe salad, oil and brine marinade segments.
The products are sold under two brands owned by the company for 15 years (BONITO and SALMAR) as well as under our clients’ individual brands (CARREFOUR, ARO, TIP, CLEVER). The recipes used and our concern to maintain a high quality output, as well as the product packing methods employed have secured us a market share of about 35% on that segment, in Romania.
The company has 240 employees (whose average age is 35) out of which 50 employees have completed high education courses.
The factory is located in the town of Buhusi, district of Bacau. Built in 2007 and financed by SAPARD funds, it is the largest of its kind in Romania, with a built area of 6000 m² on a plot of land of 2 hectares. The site operates in an integrated system that starts with the raw materials and ends with the finished products; it is HACCP and ISO22000 certified and IFS5 certifying.

PODRAVKA

Company name Podravka comes from the name for the female inhabitant of the Podravina region, where the company is headquartered. It originated in 1947 on the foundations of the former workshop for fruit processing and making jam owned by the Wolf brothers, and has later become renowned in the country and abroad for the production of universal food seasoning – Vegeta, which has been exported for half a century in more than 40 countries around the world, on all five continents. Podravka is renowned today not only for its brand Vegeta, but also for numerous other brands; Dolcela, Lino, Eva, Fant, Kviki and so on.
Podravka Group owns 3 factories and has 17 subsiadiaries; the number of emplyees is ofer 6000, global wide. In Romania, Podravka was founded in 1999 and has now a market share of 10%.

SUICO

Company SuiCo EOOD was established in 1996 with main activity processing and trading with food commodities. Today, more than twenty years later, the small family-owned company is a large enterprise with rice milling plant, factory for processing of cereals and pulses, modern packaging machines and a variety of products that retain serious place on the shelves in our country and the Balkans region. Main part in our portfolio are brands Krina, Passiflora, and Lagarone, which are present in over 30 countries in the region of Central and Eastern Europe.

TSC

TSC Food Products is an international company specializing in developing, manufacturing and selling innovative food products under its own brands or private brands for international networks. TSC products are frequently tested to meet high quality standards with IFS certification. TSC has its headquarters in Europe – Wels, Austria, with offices in Germany, UAE and Turkey. TSC products are also present at international level in countries such as Russia, Ukraine, Israel, Mexico, Iran, South Africa and Canada. The main TSC product category is milk based snacks made from whole milk without artificial dyes, preservatives and hydrogenated fats.

WEDEL

Wedel is the first brand of chocolate in Poland. The products with this brand have delighted consumers for over 160 years, and were created by Emil Wedel, a perfect optimist who managed to convey his positive attitude to everyone. Thus, Wedel Sweets quickly won the hearts of the people, and the family business was passed down from generation to generation, perfecting the art of making chocolate.

Wedel currently exports its products to more than 25 countries around the world, with key markets being USA, Canada and the UK.

media

contact

Head Office:
Str. Drumul Dealul Bradului 86-120,
sector 4, Bucuresti
Tel: 0374/156.101
Fax: 0374/156.292
E-mail: officewsm@whiteland.ro

Bacau:
Str. Alexei Tolstoi nr. 14,
Incinta Depozite Rustrans
Tel: 0234/580.222
Mob: 0745/117.317
E-mail: wtlbc@whiteland.ro

Brasov:
Str. Zizinului nr. 110, etaj 2,
Incinta Mediapro
Tel: 0268/320.239
Mob: 0745/117.330
E-mail: wtlbv@whiteland.ro

Cluj:
Str. Orastiei nr. 10, Platforma Transilvania,
depozit nr. 26
Tel: 0264/415.686
Mob: 0745/117.315
E-mail: wtlcj@whiteland.ro

Constanta:
Str. Celulozei nr. 2
Tel: 0241/515.000
Mob: 0745/117.314
E-mail: wtlcta@whiteland.ro

Craiova:
Str. Romanescu nr. 28,
Incinta LACTIDO
Tel: 0251/426.678
Mob: 0745/117.313
E-mail: wtldj@whiteland.ro

Galati:
Strada Calea Prutului nr 13,
Incinta Agro Dunarea
Mob: 0745/117.331
E-mail: wtlgl@whiteland.ro

Iasi:
Str. Sg. Grigore Ioan nr. 7,
Incinta Comat
Tel: 0232/214.256
Mob: 0745/117.316
E-mail: wtlis@whiteland.ro

Oradea:
Str. Calea Borsului nr. 37
Tel: 0259/426.669
Mob: 0745/117.335
E-mail: wtlbh@whiteland.ro

Pitesti:
Sat Geamana, Comuna Bradu,
Str. Tabacariei nr. 132 bis
Tel: 0248/287.400
E-mail: wtlag@whiteland.ro

Sibiu:
Str. Stefan cel Mare nr. 173 B
Tel: 0269/228.098
Mob: 0745/117.332
E-mail: wtlsb@whiteland.ro

Timisoara:
Str. Aviatorilor nr. 4,
Loc. Ghiroda
Mob: 0745/117.334
E-mail: wtltm@whiteland.ro