Hortifruct, Romania’s largest fruit and vegetable producers’ organization, is strengthening its position in the processed food segment of the agri-food market by expanding its portfolio of processed products made exclusively from Romanian raw materials. The products are marketed both under the company’s own brand, Naturelo, and under private labels for major retail chains, and are available nationwide through both modern retail and traditional distribution channels.
Hortifruct products are present on the shelves of Romania’s leading modern retail chains, including Lidl, Kaufland, Carrefour, and Profi, as well as through regional distributors supplying the traditional trade.
Romanian production and a portfolio tailored to both modern and traditional retail
Hortifruct adds value to its members’ output by processing Romanian-grown fruits and vegetables into products adapted to current market demands. Under the Naturelo brand, the organization offers ranges inspired by traditional Romanian recipes, while also producing private-label products for major retailers, contributing to a stronger presence of Romanian-made products on store shelves.
Romanian peas, a flagship product in the portfolio
Processed peas are one of Hortifruct’s flagship products. Grown on Romanian farms and processed at optimal maturity, they are marketed both under the Naturelo brand and as private-label products, and are distributed nationwide through modern retail chains and traditional distribution channels.
Cherry tomato passata made exclusively from Romanian tomatoes
Naturelo tomato passata is produced exclusively from Romanian cherry tomatoes, with no additives, offering a naturally sweet and well-balanced taste. The product is available both under the company’s own brand and in versions developed for retailers’ private labels.
Mushroom zacuscă, a Romanian product based on a traditional recipe
Mushroom zacuscă is one of the most popular products in the Hortifruct portfolio. It is made from Romanian vegetables using a traditional recipe and is sold under the Naturelo brand as well as under private labels, depending on partners’ requirements.
Jams made from fruit grown in the Ostrov area
Hortifruct’s jam range is produced from Romanian fruit grown across hundreds of hectares of orchards located in the Ostrov area, along the Danube. The orchards are fully irrigated and cultivated using modern agricultural equipment, ensuring careful control over production and fruit quality.
The fruit is processed in small batches using traditional methods to preserve flavor and texture, and the finished products are marketed both under the Naturelo brand and as private-label products.
Nationwide distribution and focus on the Romanian agri-food value chain
Hortifruct products are distributed nationwide through Lidl, Kaufland, Carrefour, and Profi, as well as through the traditional trade, supported by a network of distributors. The organization’s activity is focused on supporting local producers and increasing the added value of Romanian fruits and vegetables through processing and improved market access.