Ion Ionaș, the manager of Ionex Trans from Costești, Ialoveni district, runs a family business founded by his parent in 1995. With the support of the USAID High Value Agriculture in Moldova project, the Ionaș family has implemented the latest technologies and standards within the company, enabling it to expand its fruit and grape sales internationally. As a result, Ionex Trans has become an important player in the fruit and grape market, supplying markets in the European Union and maintaining a diversified client portfolio. Through investments in infrastructure, storage facilities, and sorting lines, the company is able to meet the requirements of major retail chains such as Lidl and Edeka, while focusing on the development of market-adapted packaging.

Which were the most important milestones in the evolution of Ionex Trans?

I run a family business founded by my father in 1995. Initially, our activity focused on purchasing and trading, but in 2007 we transitioned to our own production. Between 2008 and 2009, we began acquiring land and carried out our first plantings, choosing plum and cherry orchards. We started with 20 hectares, then planted an additional 14 hectares, followed by another 5, and continued expanding step by step. Today, we operate a total of 92 hectares. Last year, we cleared 30 hectares, and this year we are replanting those areas. Our goal is for at least 40% of the exported volumes to come from our own plantations. This has been our journey—from the first initiatives to the tangible objectives we are achieving today.

At present, our activity is primarily focused on plum cultivation, with only a small area remaining dedicated to apricots and Moldova grape varieties. Out of more than 92 hectares of land, the majority is allocated to plums, as we have gradually phased out apricots and cherries in order to specialize in plum and grape production.

The majority of our plum production comes from the Stanley variety, complemented by cultivars such as Top Hit, Top Taste, Blue Free, Impresso, President și Petisteancomplemented by cultivars such as Top Hit, Top Taste, Blue Free, Impresso, President, and Petistean. This diversity allows for a staggered harvest, ensuring optimal firmness and color. This year, we recorded a total harvest of 2,000 tons from our own production, of which approximately 1,400 tons were plums, with the remainder consisting of grapes, apricots, and cherries.

How have partnerships with clients evolved over time?

Our business started as an activity focused exclusively on sales and gradually evolved through the development of storage facilities and plantations. The most significant transformations took place between 2013 and 2015, when we discontinued collaborations with the Russian Federation and strategically shifted our focus toward the European Union market, adapting our sales model to meet the requirements of this new environment.

We began expanding our presence on the Romanian market, initially working for several years with the Afumați wholesale market. Subsequently, we established a partnership with Auchan, which allowed us to steadily grow both in sales and volumes, as well as in the quality of the products we offer.

At present, I can state with confidence that 98% of our own products are sold exclusively on the European Union market, in countries such as Romania, Poland, Germany, Austria, France, the Netherlands, the United Kingdom, and Sweden. These are the markets with which we collaborate most intensively.

“Our success is due to consistent promotion and active participation in industry trade fairs starting in 2015, the year we decided to implement significant changes. Through annual attendance at fruit sales events, we have strengthened our market position and developed a diversified client portfolio. We offer products tailored to different requirements—from a wide range of packaging options to distinct quality categories: premium, medium, and economy.”

Today, I can state with confidence that we are fully prepared to collaborate professionally and without reservation with any retail chain for the commercialization of fruit.

Could you provide more details about the investments made in the packing lines and the cold storage facility?

The largest investments were made during the 2016–2017 period, after which they were temporarily paused and then resumed in 2019. From then until today, we have invested approximately two million euros in expanding our plantations, acquiring sorting lines and equipment for the grading hall, as well as modernizing the cold storage facility, which has a capacity of 1,800–2,000 tons, depending on the type of fruit. These investments are essential to ensuring high-quality products that reach store shelves in optimal condition.

What was the total value of the investments, and what were the sources of funding?

The total value of the investments was covered primarily through our own funds, while also benefiting significantly from state subsidies and grants provided by USAID. In addition, we took part in a European project for the establishment of a cooperative and a large cold storage facility, in which we hold a stake, partially financed by European funds.

For the sorting lines, we received support of over 70% from the USAID Moldova Agriculture Competitiveness Project (USAID/APM) during the 2019–2020 period. Given the specific characteristics of the agricultural sector, we continue to seek external funding sources, as it is difficult to carry out major investments exclusively from our own funds, and profitability is not always sufficient to fully cover the costs.

What quality standards have you implemented to ensure compliance with the requirements of the Romanian and, by extension, the EU market?

Starting in 2016, we obtained GlobalG.A.P. and GRASP certifications, followed by SMETA, and we are currently implementing the IFS standard. All these certifications have been achieved in line with our clients’ requirements.

If an additional certification is required to meet market demands, we implement it without hesitation. We continuously strive to achieve the highest quality standards. Accordingly, given that 98% of our products are already destined for EU markets, our current objective is for 98% of our fruit to be sold directly through retail chains.

Have you had collaborations with retail chains such as Lidl or Auchan?

We had a successful collaboration with Auchan Romania over a period of four years. Following a change in management, deliveries were discontinued. This year, we delivered our first truckload of apricots to Lidl Romania, and we hope to continue this partnership in 2025. At present, we work directly with major retail chains such as Lidl Germany, Lidl Poland, and Edeka, expanding our presence across the European Union. We also collaborate with intermediaries and distributors, a model that has enabled steady growth. However, our primary objective remains to strengthen direct partnerships with retail chains.

How did you access the markets in Germany and the United Kingdom, and which fruits are supplied to these markets?

There was an extremely difficult period for the Republic of Moldova. (Editor’s note – Over time, the Republic of Moldova has faced numerous trade restrictions imposed by the Russian Federation, which directly affected the agricultural sector and the country’s economy.) We understood early on that these restrictions would impact the market, which is why we began preparing for a change. Starting in 2014, we consistently participated in industry trade fairs, making small deliveries to various markets. We invested heavily in promoting our products at these events, which significantly contributed to the diversification of our sales markets.

In the first four years, we faced numerous difficulties and made mistakes in all our attempts at collaboration. It was a challenging period, as Moldovan products were not well known on foreign markets. Nevertheless, we managed to become the first to introduce Moldovan grapes to the German market and later to the UK market, as well as apples from the Republic of Moldova to Germany.

“When someone asked me in 2019, surprised that we had managed to deliver apples to Germany, I answered yes—but only after a considerable effort. Our success was due to close cooperation with a distributor with whom we grew together. Both they and we started from scratch, and through constant communication we managed to meet market requirements. The distributor worked with a broad network of partners, which gave us the opportunity to place our products in various stores, thereby increasing the visibility of our fruit.”

We paid great attention to correct product labeling and invested in packaging that clearly promoted the fact that the fruit originates from the Republic of Moldova. This strategy was essential in opening up the European Union market—not only Romania, but the entire European space. In the early stages, even the Romanian market was challenging, and our history is full of obstacles. I could write an entire book about how both rewarding and difficult it was to take each new step forward.

Initially, we exported fruit only in bulk, but starting in 2016 we began carefully packing it in trays and pouches, adopting various promotional methods. Today, we are fully prepared to meet any customer requirement, offering a wide range of packaging options. Our flexibility in this area is supported by top suppliers across the European Union, enabling us to meet market demands at the highest standards.

Do you have plans to develop sustainable or high-quality packaging that appeals to modern consumers?

Starting in 2023, we began a collaboration with Lidl Germany, which prompted us to modernize our approach to packaging. In the 2024 season, we shipped over 100 truckloads to Lidl alone, and virtually all fruit was delivered in trays. Each tray is standardized, packed into cardboard crates, and properly prepared in accordance with the retailer’s requirements. We have treated these requirements as an exercise in continuous improvement.

For 2025, we are already working on the development of a new packaging solution for plums, given that they are our core products. Designers and packaging specialists are collaborating to create this solution in partnership with Lidl Germany, with the aim of meeting the expectations of modern consumers.

What are your objectives for the Romanian market in the medium and longer term?

In Romania, we work each year with four retail chains, delivering approximately 50 truckloads of fruit, which amounts to around 1,000 tons. We work closely with a flexible distributor who responds quickly to our needs and consistently supplies major retail networks such as Carrefour and Lidl.

In the medium term, our objective is to consolidate these partnerships and increase delivery volumes in Romania, given that we are already a stable player in this market. However, this year volumes will be lower due to unfavorable weather conditions that affected the grape harvest. We are facing a decrease of approximately 60% compared to last year, which will impact the number of deliveries. In the long term, we aim to continuously improve product quality and increase delivery volumes in Romania by expanding distribution networks and strengthening direct partnerships.

On the Romanian market, we mainly supply grapes, but the 2024 harvest will significantly influence our track record, given that we have been present in most retail chains. Product quality is essential to maintaining shelf presence, and unfortunately, this year quality will be affected by the weaker harvest. Nevertheless, for 2025 we hope for a better yield and aim to expand our deliveries, including by adding a new retail chain to our portfolio in Romania.

In the medium term, my main objectives are to successfully complete the projects planned for the 2025–2026 period. Currently, we deliver around 300 truckloads per year, but our existing infrastructure does not allow us to exceed this volume. In order to expand our delivery capacity and serve more markets, we need to further develop the current infrastructure. Key priorities include expanding the sorting hall, increasing cold storage capacity, and adding a new sorting line.

At present, we deliver two to three truckloads per day, but this volume is insufficient. To meet the demands of external markets, our goal is to reach at least five truckloads delivered daily. This would also require diversifying our packaging options to meet different customer requirements, whether trays, punnets, bags, or cardboard and plastic crates. Expanding the capacity of the sorting hall is essential to support this growth.

These investments, which exceed €2 million, will be financed largely from our own funds, with additional contributions from subsidies and grants. Although the investment project is already underway, I estimate that external funding from various programs, including state subsidies, will not exceed €200,000. Therefore, our own contribution will represent the largest share—likely over 60%—with the remainder coming from external funding sources.

How do you plan to promote your products on the Romanian market and across Europe? How do you build brand awareness?

The most important factor in the fruit business, when it comes to becoming known, is to have a high-quality product—not just temporarily, but consistently over the long term. However, the biggest challenge in the fruit sector is that it is very difficult to maintain consistent quality.

For example, plums are harvested in mid-August, but you need to maintain the same quality until the end of the season, all the way through the end of December. You must deliver outstanding quality from start to finish. This is the best form of promotion—and I’ll explain why.

Any buyer or retail chain relies on stability and the steady growth of sales, and this is only possible through the continuous delivery of high-quality products. When a supplier ensures consistent quality, questions arise naturally: “How does Lidl manage to sell plums of exceptional quality even in December?” This type of promotion is indirect but extremely effective, and in our case it is supported by international certifications such as GlobalG.A.P., which provide access to retail chains.

The GGN number (origin and traceability details) becomes a symbol of quality, contributing significantly to business growth. The effort invested in building a strong reputation by delivering a stable and reliable product is another important promotional factor. Investments in participation at trade fairs also help expand our client network. In 2024, the company attracted four new clients through recommendations, a clear sign of the success of this quality- and stability-driven approach.

How can consumers recognize your fruit on store shelves in Romania? What should they look for?

Although retail chains such as Lidl require the use of their own logos on the packaging, information about the supplier is mandatory and clearly visible. This includes the supplier’s GGN number, which guarantees product traceability and allows consumers to find out everything they need to know about the origin of the fruit. Thus, even if the supplier’s own branding is not permitted on the packaging, traceability is clearly indicated, and consumers can verify the information by checking Ionex Trans’s GGN number online.

What does your offer for 2025 include in terms of fruit varieties?

Our offer for 2025 includes plums, grapes, apricots, apples, and cherries. However, cherries are a more challenging product to sell on the Romanian market, where there is already a sufficient supply of this fruit.

What did the company’s financial performance look like in 2023, and what do you anticipate for 2024?

Since 2018, our company has recorded steady growth in both turnover and profit, with investments increasing as profits have been reinvested. Currently, our turnover exceeds €6 million, and profit margins range between 10–15%. Although the 2024 season has not yet concluded, performance so far has been positive. However, it is still too early to provide a precise estimate of the final profit for 2024, as we still have four to five months of deliveries ahead. We will assess the final results in April, when the season ends. What matters most to us is maintaining a consistent level of quality in order to achieve a solid and sustainable profit.

Source: https://modernbuyer.ro/calitatea-superioara-a-fructelor-si-adaptabilitatea-ambalajelor-sunt-avantajele-competitive-pe-care-mizeaza-antreprenorul-moldovean-ion-ionas-ionex-

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