{"id":7790,"date":"2025-11-19T17:05:18","date_gmt":"2025-11-19T17:05:18","guid":{"rendered":"https:\/\/ofero.news\/?p=7790"},"modified":"2025-11-19T17:05:18","modified_gmt":"2025-11-19T17:05:18","slug":"maidan-invests-e1-2-million-in-expanding-its-production-capacity-and-launches-piua-its-own-ready-to-eat-product-line","status":"publish","type":"post","link":"https:\/\/ofero.news\/?p=7790","title":{"rendered":"Maidan invests \u20ac1.2 million in expanding its production capacity and launches PIUA, its own ready-to-eat product line"},"content":{"rendered":"

The investment includes the modernization of the production unit in Crevedia and the launch of PIUA, Maidan\u2019s first premium spreadable product range, responding to the growing demand in the ready-to-eat market.<\/em><\/strong><\/p>\n

Maidan, a company active in corporate and private event catering, industrial catering and the development of its own gastronomic products, announces a total investment of \u20ac1.2 million dedicated to modernizing and expanding its Crevedia production facility, digitizing internal processes, and launching a new ready-to-eat product line under the PIUA brand.<\/p>\n

This new investment is part of the company\u2019s long-term development strategy, aimed at strengthening its proprietary product segment and diversifying its portfolio toward retail and individual consumers, complementing its corporate and industrial catering activity.<\/p>\n

PIUA, the first premium spreadable range with Maidan\u2019s signature<\/h3>\n

PIUA marks Maidan\u2019s entry into the premium ready-to-eat category, with a range of recipes inspired by Romanian and Mediterranean cuisine. The lineup includes hummus, roasted eggplant salad, bean pur\u00e9e and zacusca, reinterpreted in modern versions with ingredients such as truffles, pesto, sun-dried tomatoes, chickpeas, harissa or sous-vide beef with pomegranate sauce. The initial range consists of 6 SKUs, with expansion planned up to 16 varieties for an evolving taste experience.<\/p>\n

\u201cPIUA products target the active urban segment: consumers aged 25\u201355, with above-average income and a fast-paced lifestyle. They value quality and sustainability and look for quick yet nutritionally sound solutions, suitable for consumption at the office, at home or on the go,\u201d<\/em> says C\u0103lin C\u00eendea, founder and CEO of Maidan.<\/strong><\/p>\n

The products are packaged in sustainable, recyclable kraft containers, with 80% less plastic and a reduced CO\u2082 footprint, designed for modern consumption\u2014at home, at work or in transit. They have a 21-day shelf life, without additives or preservatives, thanks to controlled-atmosphere packaging technology.<\/p>\n

\u201cPIUA continues Maidan\u2019s story in a different setting, the modern retail space. We started from a childhood symbol, that moment when a break meant simplicity and joy, and transformed it into a product built for today\u2019s consumer. The market is filled with ultra-processed, standardized products. PIUA brings emotion, authenticity and food made with care into focus\u2014just as we\u2019ve been doing for years at Maidan. We\u2019ve taken the same spirit into retail, in containers that carry a story and offer a genuine break, not just a quick meal on the run,\u201d<\/em> adds C\u0103lin C\u00eendea.<\/strong><\/p>\n

PIUA products can be ordered on Freshful by eMAG, the first retailer with whom Maidan signed a listing agreement. The collaboration continues the partnership that began with the Fezandate de Mo\u0219ie line, which confirmed the alignment between Maidan\u2019s consumer profile and Freshful\u2019s audience.<\/p>\n

A growing market and increasingly selective consumers – hummus, roasted eggplant salad and zacusca lead the category\u2019s growth<\/strong><\/p>\n

According to Statista Market Insights and RetailZoom, Romania\u2019s ready-to-eat market is growing steadily, up +15% in value and +6% in volume between June 2023 and May 2024.<\/p>\n

The most dynamic categories – hummus, roasted eggplant salad, zacusca and bean pur\u00e9e – account for one-third of total RTE sales. The 200\u2013250 g segment represents 65% of sales, with an annual growth of +10.2%, while the number of SKUs has dropped by 42% in the last three years, indicating market maturity and consumers becoming more selective and more attracted to premium, natural and sustainable products.<\/p>\n

The Crevedia factory, a strategic investment for production expansion<\/strong><\/p>\n

The 2025 investment includes the full modernization of the Crevedia factory, equipped with state-of-the-art technology for cooked meals and controlled-atmosphere packaging. The new capacity enables production scaling from 2,000 to 10,000 servings per day, optimizing logistics flows for all Maidan business lines: corporate event catering, private events, educational institutions such as schools or kindergartens, hospitals or clinics, and canteens for organizations in any sector.<\/p>\n

At the same time, the company continues integrating the ERP system implemented in 2024, ensuring process automation and full production traceability.<\/p>\n

\u201cThe \u20ac1.2 million investment was designed for efficiency, not just volume. Automation and ERP integration give us complete visibility over production and logistics meaning faster decisions, better-controlled costs and, ultimately, a better experience for customers,\u201d<\/em> adds C\u0103lin C\u00eendea.<\/strong><\/p>\n

About Maidan<\/strong><\/p>\n

Founded in 2017, Maidan has grown from an informal event space into an integrated culinary ecosystem active in corporate and private event catering, catering for educational institutions such as schools or kindergartens, hospitals or clinics and various industries, including canteens, and the development of proprietary gastronomic products. With a \u20ac3.2 million turnover in 2024, more than 1,500 servings delivered daily and a team of 65 employees, the company continues to expand its footprint in culinary experiences and ready-to-eat products.<\/p>\n

*This is a press release.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

The investment includes the modernization of the production unit in Crevedia and the launch of PIUA, Maidan\u2019s first premium spreadable product range, responding to the growing demand in the ready-to-eat market. Maidan, a company active in corporate and private event catering, industrial catering and the development of its own gastronomic products, announces a total investment […]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7790","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/ofero.news\/index.php?rest_route=\/wp\/v2\/posts\/7790","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ofero.news\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ofero.news\/index.php?rest_route=\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/ofero.news\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7790"}],"version-history":[{"count":0,"href":"https:\/\/ofero.news\/index.php?rest_route=\/wp\/v2\/posts\/7790\/revisions"}],"wp:attachment":[{"href":"https:\/\/ofero.news\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7790"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ofero.news\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7790"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ofero.news\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7790"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}