AGROSEL, the market leader in Romania in the Home Gardening seeds segment and one of the most important producers of Home Gardening seeds in Eastern Europe, continues to count on increasing exports and to expand into new markets in Central and Eastern Europe, having the potential and capacity to become one of the main suppliers for vegetable and flower seeds in this region. Agrosel is currently a supplier for all Modern Retail networks in Romania, and internationally for some of Modern Retail networks in Central and Eastern Europe.
Agrosel business involves plant breeding, seed multiplication, seed processing and packaging for vegetable, flower and turf lawn seeds. The product portfolio includes: micro-packaged seeds of vegetables, aromatic plants and flowers; turf seeds, packed from 1 kg to 10 kg seeds. The main brands of the company are Agrosel, Starsem and Hobby, to which are added exclusive brands, dedicated to certain customers/channels, such as Semas, Grădina, Eden, Natura.
“Our breeding activity is a major differentiator in the hobby gardening seed market. On one hand, we maintain the traditional regional varieties and on the other hand we also create new varieties: high-performing vegetable hybrids with high genetic value, adapted to European-Balkan area, at consumer’s requests and soil/climate conditions. Currently, we have over 200 own varieties registered in the Official Catalog of Cultivated Plant Varieties”, said Lucian Jidavu, Agrosel sales director.
To increase the export
One of the main objectives of the company for the next period is to increase exports, especially by entering new Modern Retail networks in Central and Eastern Europe
„The biggest challenge in the current socio-economic context will be ensuring the necessary vegetable seeds, on time and in the required assortment and quantities. For this, Agrosel invested heavily in seed production and in modern packaging technology. As a maintainer of vegetables varieties, our portfolio is very complex, including from common varieties to our own special varieties. Agrosel is the only company with this profile in the region that produces its own envelopes in which the seeds are packed.” added Lucian Jidavu.
The main strong points of the Romanian company are:
- wide and unique range of products, adapted to the specifics of Central and Eastern Europe, based on the efforts in the direction of Research & Development: the company has its own research station, in which it invests an annual budget of approximately €500,000
- guaranteed product quality: the company has its own laboratory, which is an ISTA member and is accredited by RENAR
- stability in terms of seed production and packaging materials: adaptability ensures continuity and quick response to possible supply crises
- the important steps it has taken in the area of sustainability by reducing the carbon footprint using green energy (the company plans to increase the photovoltaic panel system that will lead to the doubling of green energy production capacity) and shortening the distribution chain
- last but not least, the investment in its own modern technology of paper envelop producing machine, which means cost optimization, the shortening of the supply chain, which leads to increased efficiency, stricter control, quick adaptability to possible requirements and opportunities.
Agrosel
AGROSEL is a family business, a successful entrepreneurship, established in 1990, being one of the most important producers of seeds and also breeders of vegetable plants in the private sector in Romania. The company is the market leader in the home gardening seed segment and an active player in the professional segment, serving traditional varieties and high-performing hybrids to growers across the country.
The company has over 100 employees, owns the largest and most automated processing platform in the industry and the most modern vegetable research platform in Romania, both located in Câmpia Turzii.
AGROSEL increased its revenue with almost 50% in the last 4 years, reaching a turnover of about 11 mil. € and an operating profit of approx. 1,8 mil. € last year. For 2023 Agrosel targets turnover growth by a 2-digit percentage.
Agrosel Contact
General manager: levente.szell@agrosel.ro
Sales manager: lucian.jidavu@agrosel.ro
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