BELARUS NEWS AND ANALYSIS

DATE:

10/01/2008

Belarus: Pruzhanskiy cannery plans to double juice production capacity

Opened JSC "Pruzhanskiy cannery" plans to double the capacities of juice production and to join the largest juice producers in the Republic in perspective, Dmitriy Astashenko, the Manager of Closed JSC "ASA" informed Interfax. This company purchased the control stake of the cannery.

Dmitriy Astashenko informed, Closed JSC "ASA" purchased 70% of the plant shares on the auction in November past year. "Our HO will allocate around $ 2 mln. to Pruzhanskiy cannery in 2008 to purchase technological lines for juice packing, to add to operational assets and to purchase raw materials", he informed.

There is a plan that in next two years two juice packing lines of "Tetra-Pack" company will be supplied to the cannery. One of the lines will be designed for baby food juices of 0.2 liter capacity; the second line will produce premium juices in "Tetra Prizma" packs. Mr. Astashenko observed that the capacity of juice production will increase twofold up to 10 mln. liters per year when the mentioned equipment is installed.

The company plans to introduce three new juice trademarks on Belarusian market - in baby food segment, "standard" and "premium" segments. Each brand will have around 12 items. The present brand "7 Wonders" of Pruzhanskiy cannery is planned to be restyled too. "So, the plant will produce the whole juice assortment line, economy to premium juices", the interviewee observed.

The enterprise is intended to invest around $200,000 to the advertisement of the cannery juices in 2008.

Dmitriy Astashenko observed, "we consider the annual turnover of Br20 billion ($10 mln.) to be a good and achievable figure comparing to the present-day Br7 billion of turnover ($3.5 mln.)" in general. These records should be achieved by means of the built-up plant capacities, the increased sales and the management improvement. "In perspective, we'd like to occupy around 10-15% of market among Belarusian juice production", he added.

Dmitriy Astashenko supposed that in the coming years Belarusian juice producers will significantly extend their share in the total sales volume of this product in the country. "Belarusian juice market is on the edge of the same changes which have already occurred on alcohol-free beverages market where the local production started to dominate in course of time. This is a global trend. In the coming five years 80% of all juices sold in Belarus will be packed on Belarusian plants", he believes.

Pruzhanskiy cannery was founded in 1946 and reformed into Opened JSC in 1996. The plant produces canned vegetables and fruits, and juices, more than 50 product items in total.

Source:

http://www.lol.org.ua/eng/showart.php?id=53981