In May 2023, Romania’s Competition Council cleared the transaction through which Morad Foods acquires Prefera Trading, a company based in Alba county.
Following its review, the authority concluded that the operation raises no significant obstacles to effective competition on the Romanian market or any part of it, and that there are no serious doubts about its compatibility with a normal competitive environment.
What the deal adds to the portfolio
Prefera Trading sold pâtés, ready meals, fresh products and fruit smoothies under brands including Capricii și Delicii, Atelier Mediaș and De Azi. The acquisition brings these categories into the Morad Foods portfolio — a company that processes and preserves fruit and vegetables and operates production facilities in Glina, Ilfov county, and Topoloveni, Argeș county.
For Morad Foods, the deal marked the shift from a portfolio centred on canned vegetables to a multi-brand platform covering several price segments and consumption occasions.
Source: Romanian Competition Council press release, May 2023. Read the release