{"id":243723,"date":"2025-12-31T11:00:00","date_gmt":"2025-12-31T11:00:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=243723"},"modified":"2025-12-31T11:00:00","modified_gmt":"2025-12-31T11:00:00","slug":"din-culisele-unei-afaceri-care-a-ajuns-la-majorat","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=243723","title":{"rendered":"Din culisele unei afaceri care a ajuns la majorat"},"content":{"rendered":"<p>\n<strong>Acum 18 ani, alimenta\u0163ia s\u0103n\u0103toas\u0103 nu era nici trend, nici industrie, ci mai degrab\u0103 o c\u0103utare f\u0103cut\u0103 de pu\u0163ini \u015fi \u00een\u0163eleas\u0103 de \u015fi mai pu\u0163ini. Din aceast\u0103 lips\u0103 au ap\u0103rut primele decizii care au pus bazele Nutrivita.&nbsp; Ce alegeri au contat cu adev\u0103rat \u015fi cum s-au v\u0103zut ele, \u00een timp, \u00eentr-o pia\u0163\u0103 care ast\u0103zi arat\u0103 complet diferit?<\/strong><\/p>\n<p>\n<img 01=\"\" 1.tur=\"\" appdata=\"\" box:=\"\" c:=\"\" file:=\"\" local=\"\" msohtmlclip1=\"\" temp=\"\" text=\"\" users=\"\" \/>Dup\u0103 aproape dou\u0103 decenii \u00eentr-o pia\u0163\u0103 care a trecut de la inexistenta bio-ului la supraofert\u0103 \u015fi trenduri volatile, Adelina P\u0103sat, cofondatoarea companiei axate pe distribu\u0163ia \u00een Rom\u00e2nia a unor branduri de produse s\u0103n\u0103toase, Nutrivita vorbe\u015fte mai degrab\u0103 despre ce a refuzat s\u0103 fac\u0103 dec\u00e2t despre ce a accelerat. Pentru ea, miza a fost controlul cre\u015fterii \u015fi p\u0103strarea criteriilor, nu expansiunea cu orice pre\u0163. Privind \u00eenapoi, antreprenoarea spune c\u0103 una dintre deciziile-cheie ale Nutrivita a fost s\u0103 nu gr\u0103beasc\u0103 dezvoltarea, \u00eentr-un moment \u00een care pia\u0163a local\u0103 era nepreg\u0103tit\u0103 pentru produse bio \u015fi alimenta\u0163ie func\u0163ional\u0103. \u201eTenta\u0163ia era s\u0103 faci compromisuri pentru volum sau vizibilitate rapid\u0103. Noi am ales s\u0103 construim lent, categorie cu categorie\u201d, poveste\u015fte antreprenoarea.&nbsp;<\/p>\n<p>\nCompania a mizat de la \u00eenceput pe branduri pu\u0163in cunoscute local \u015fi pe o selec\u0163ie strict\u0103, chiar dac\u0103 asta a \u00eensemnat ritmuri de cre\u015ftere mai lente. \u201eNu am tratat niciodat\u0103 rela\u0163iile ca tranzac\u0163ii punctuale. Cu furnizorii, retailerii \u015fi echipa am mers pe parteneriate pe&nbsp;termen lung.\u201d Aceast\u0103 abordare a presupus r\u0103bdare \u00eentr-o pia\u0163\u0103 care, spune ea, s-a educat mai lent dec\u00e2t estim\u0103rile ini\u0163iale.<\/p>\n<p>\nDup\u0103 pandemie, cererea pentru produse considerate \u201emai s\u0103n\u0103toase\u201d a crescut accelerat, dar Adelina P\u0103sat subliniaz\u0103 c\u0103 schimbarea nu a fost doar \u00een volume, ci \u00een modul \u00een care pia\u0163a discut\u0103 aceste categorii. \u201eRetailerii au \u00eenceput s\u0103 le trateze ca zone strategice, nu doar ca ni\u015fe. Consumatorii pun mai multe \u00eentreb\u0103ri, iar rolul nostru a devenit mai clar: s\u0103 aducem know-how, nu doar produse.\u201d Una dintre cele mai sensibile teme r\u0103m\u00e2ne pre\u0163ul. Produsele curate, cu ingrediente premium, r\u0103m\u00e2n o ni\u015f\u0103 \u00eentr-o \u0163ar\u0103 cu venituri sub media UE. \u201eAccesibilitatea nu \u00eenseamn\u0103 ieftin cu orice pre\u0163\u201d, spune P\u0103sat, explic\u00e2nd c\u0103 echilibrul vine din controlul costurilor interne, rela\u0163ii stabile cu furnizorii \u015fi evitarea portofoliilor supradimensionate. Acest principiu a fost pus la \u00eencercare \u00een perioada NUTRISCORE (2022\u20132024), c\u00e2nd o mare parte din portofoliul Nutrivita a devenit necomercializabil. \u201ePeste 50% din portofoliu a trebuit ref\u0103cut \u00een \u015fase luni.<\/p>\n<p>\nAm pierdut cot\u0103 de pia\u0163\u0103, dar nu am acceptat s\u0103 cobor\u00e2m standardele.\u201d Decizia a fost una defensiv\u0103 \u00eentr-o pia\u0163\u0103 care, la acel moment, penaliza tocmai produsele percepute ca mai educate nutri\u0163ional. Selec\u0163ia noilor branduri r\u0103m\u00e2ne un proces restrictiv. \u201eDac\u0103 nu a\u015f consuma personal produsul, discu\u0163ia se opre\u015fte.\u201d Dincolo de acest filtru, conteaz\u0103 consisten\u0163a calit\u0103\u0163ii, transparen\u0163a ingredientelor \u015fi capacitatea brandului de a construi recuren\u0163\u0103, nu doar v\u00e2nz\u0103ri rapide. \u201eTrendurile trec repede.<\/p>\n<p>\nCategoriile se construiesc \u00een timp.\u201d Pentru 2025\u20132026, Nutrivita vorbe\u015fte mai degrab\u0103 despre consolidare dec\u00e2t despre expansiune agresiv\u0103: extinderi punctuale \u00een zona intoleran\u0163elor alimentare, high protein \u015fi plant-based, investi\u0163ii \u00een logistic\u0103 \u015fi automatizare \u00een depozitul din \u015etef\u0103ne\u015ftii de Jos (peste 7.000 de pale\u0163i), dar \u015fi o aten\u0163ie mai mare asupra comunic\u0103rii digitale. Marca proprie Bio Junior, activ\u0103 de peste zece ani, r\u0103m\u00e2ne un test de echilibru \u00eentre cre\u015ftere \u015fi control. \u201eEste o zon\u0103 sensibil\u0103. Orice extindere trebuie f\u0103cut\u0103 f\u0103r\u0103 a dilua valorile ini\u0163iale.\u201d \u00cen ceea ce prive\u015fte filosofia de leadership care st\u0103 \u00een spatele acestei afaceri antreprenoriale, \u00een viziunea Adelinei P\u0103sat, \u00eentr-o pia\u0163\u0103 volatil\u0103 acesta nu \u0163ine de urm\u0103rirea fiec\u0103rui trend. \u201eUneori, rolul t\u0103u este s\u0103 spui \u00abnu\u00bb. S\u0103 protejezi direc\u0163ia companiei, chiar dac\u0103 asta \u00eenseamn\u0103 s\u0103 ratezi oportunit\u0103\u0163i pe termen scurt.\u201d<\/p>\n<p>\nCofondatoarea Nutrivita spune c\u0103, privind \u00eenainte, compania nu are ambi\u0163ia de a deveni cea mai mare, ci \u00ee\u015fi propune s\u0103 r\u0103m\u00e2n\u0103 consecvent\u0103, onest\u0103 \u015fi conectat\u0103 la ceea ce se \u00eent\u00e2mpl\u0103 \u00een lume. Nutrivita va continua s\u0103 extind\u0103 portofoliul \u00een zona plant-based \u015fi bio, chiar dac\u0103 pia\u0163a este \u00een u\u015foar\u0103 sc\u0103dere pe fondul infla\u0163iei, deoarece crede c\u0103 aceasta este calea pentru o agricultur\u0103 sustenabil\u0103 \u015fi peste 50 de ani. Compania investe\u015fte \u00een digitalizare \u015fi con\u0163inut util \u015fi consolideaz\u0103 colabor\u0103rile cu retailerii de pe toate canalele, cu o strategie omnichannel. Antreprenoarea mai subliniaz\u0103 c\u0103 Nutrivita nu a fost niciodat\u0103 un proiect despre cifre, ci despre&nbsp; a face ceva \u00een care crezi, chiar \u015fi atunci c\u00e2nd pia\u0163a nu era preg\u0103tit\u0103. Dac\u0103 a contribuit la aceast\u0103 schimbare, spune ea, Nutrivita a f\u0103cut-o cu discre\u0163ie \u015fi recuno\u015ftin\u0163\u0103, a \u00eenv\u0103\u0163at din gre\u015feli \u015fi continu\u0103 dup\u0103 18 ani: \u201eRolul nostru este s\u0103 p\u0103str\u0103m direc\u0163ia clar\u0103 \u00eentr-o pia\u0163\u0103 foarte dinamic\u0103. Trendurile se schimb\u0103 rapid, dar principiile nu. Leadershipul, a\u015fa cum \u00eel v\u0103d eu, \u00eenseamn\u0103 s\u0103 protejezi ADN-ul companiei, s\u0103 creezi spa\u0163iu pentru evolu\u0163ie \u015fi s\u0103 ai curajul de a spune \u201enu\u201d atunci c\u00e2nd ceva nu se potrive\u015fte, chiar dac\u0103 pare atractiv pe termen scurt\u201d.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Acum 18 ani, alimenta\u0163ia s\u0103n\u0103toas\u0103 nu era nici trend, nici industrie, ci mai degrab\u0103 o c\u0103utare f\u0103cut\u0103 de pu\u0163ini \u015fi \u00een\u0163eleas\u0103 de \u015fi mai pu\u0163ini. Din aceast\u0103 lips\u0103 au ap\u0103rut primele decizii care au pus bazele Nutrivita.&nbsp; Ce alegeri au contat cu adev\u0103rat \u015fi cum s-au v\u0103zut ele, \u00een timp, \u00eentr-o pia\u0163\u0103 care ast\u0103zi arat\u0103 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[511,7211,512],"tags":[62252,62251,62253],"class_list":["post-243723","post","type-post","status-publish","format-standard","hentry","category-afaceri","category-comert","category-revista-bm","tag-adelina-pasat","tag-nutrivita","tag-produse-sanatoase"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/243723","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=243723"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/243723\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=243723"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=243723"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=243723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}