Atlantic Group Launches Production of Argeta in USA

Total Croatia News

The Croatian company says this is a significant step forward for a brand which is one of the most powerful elements of Atlantic’s internationalisation strategy.

Atlantic Group has launched the production of its Argeta spread in the United States and expects three million dollars in sales revenue in the first year, Atlantic announced on Thursday, reports Večernji List on November 16, 2017.

“After successful preparations, the production of the Argeta spread was launched today in Harrisburg, Pennsylvania. In the first year, sales of about three million dollars are expected,” said the group.

Argeta for the North American market will be produced in cooperation with the Brother&Sister company from Harrisburg. The plant will implement strict criteria for traceability and high-quality production processes developed at Atlantic’s factories in regional countries – in Izola in Slovenia and Hadžići in Bosnia and Herzegovina.

Atlantic added that during November and December, in collaboration with local distribution partners, Argeta spreads would be distributed to nearly two thousand sales outlets in the United States and Canada. The drive will be accompanied by a strong promotional campaign, primarily in sales outlets and via digital media.

Managing director of the Spreads strategic business area Enzo Smrekar explained that the move represented a significant step forward for a brand which is one of the most potent ambassadors of Atlantic’s internationalisation strategy, not only in Europe but also in overseas countries.

“Argeta is the strongest brand among similar spreads in the world because out of all the brands of pâté, Argeta is the one which is sold the most,” said Smrekar.

“As one of the leaders of the internationalization processes in Atlantic Group, we have opted for a brave and ambitious, but well-planned and realistic strategy of expansion beyond Europe, where we have already successfully established our market position,” said Smrekar, adding that Argeta already holds more than 37 percent of the market in Austria and nearly 30 percent in Switzerland. In Germany and Sweden, Argeta currently has stable ten percent of the market.

“We are now opening the doors to the US market, which brings with it a great potential we will be able to exploit,” said Smrekar.

Translated from Večernji List.


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