Romanian poultry producer Avicarvil will invest EUR 5 million in opening its own chain of stores to sell its products, under the brand 'La Provincia'. The first of the planned 100 stores will be in Valcea county, where the company is based.

Avicarvil, owned by businessman Iustin Paraschiv, targets the Southern region of Romania and Transylvania for the new retail chain. The possibility to expand via franchises is also being considered. Stores will cover 150 sqm each and sell fresh poultry.

Avicarvil was set up in 2008 after Iustin Paraschiv took over the Agro division from Oltchim. The company is now part of a wider group owned by the Paraschiv family, with activities in agriculture, stock raising, trading and retail. The group's turnover last year was of EUR 170 million.

Other Romanian meat producers have made similar moves. At end-2011, Agricola Internaţional Bacău, which also produces poultry, announced a 100 store target by 2013.

editor@romania-insider.com