{"id":244431,"date":"2026-01-23T10:00:00","date_gmt":"2026-01-23T10:00:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=244431"},"modified":"2026-01-23T10:00:00","modified_gmt":"2026-01-23T10:00:00","slug":"de-la-cfo-la-ceo-in-fmcg","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=244431","title":{"rendered":"De la CFO la CEO \u00een FMCG"},"content":{"rendered":"

\nAnca Pa\u015fca \u015fi-a construit cariera \u00een FMCG, unde, cel mai recent, a evoluat de la un rol financiar de top la conducerea unei companii rom\u00e2ne\u015fti cu ADN antreprenorial. Trecerea de la CFO la CEO al SanoVita a \u00eensemnat mai mult dec\u00e2t o schimbare de func\u0163ie, spune ea, reprezent\u00e2nd o mutare spre viziune, oameni \u015fi decizie strategic\u0103. Cum se traduce aceast\u0103 tranzi\u0163ie \u00een stilul de leadership \u015fi \u00een deciziile care modeleaz\u0103 ast\u0103zi direc\u0163ia SANOVITA?<\/strong><\/p>\n

\nAnca Pa\u015fca \u015fi-a \u00eenceput cariera \u00een FMCG la Carrefour, iar primul contact cu industria alimentar\u0103 a avut loc \u00een 2012, c\u00e2nd s-a al\u0103turat echipei Lactalis Rom\u00e2nia. De altfel, ea crede c\u0103 experien\u0163a dob\u00e2ndit\u0103 \u00een industria laptelui a avut un rol important \u00een decizia de a se al\u0103tura echipei SanoVita \u00een 2023. \u201eExperien\u0163a mea \u00een managementul fabricilor de produc\u0163ie \u015fi al companiilor cu activit\u0103\u0163i integrate de produc\u0163ie \u015fi comercializare a fost un atu major, sus\u0163in\u00e2ndu-mi abilitatea de a conduce echipe, de a optimiza procese \u015fi de a ob\u0163ine rezultate m\u0103surabile \u00een performan\u0163a opera\u0163ional\u0103\u201d, spune ea. Anca Pa\u015fca descrie decizia de a se al\u0103tura echipei SanoVita drept cea mai important\u0103 din cariera sa.<\/p>\n

\nP\u00e2n\u0103 atunci, de\u015fi activase \u00een domeniul FMCG, experien\u0163a sa era preponderent financiar\u0103, ocup\u00e2nd pozi\u0163ii precum Country Controller \u015fi CFO. \u201eTransformarea major\u0103 \u00een parcursul meu profesional a venit odat\u0103 cu trecerea de la rolul de CFO la cel de CEO al SanoVita. Acest rol mi-a deschis perspectiva asupra viziunii de ansamblu, leadershipului opera\u0163ional \u015fi dezvolt\u0103rii strategice a organiza\u0163iei\u201d, poveste\u015fte ea. SanoVita este unul dintre principalii produc\u0103tori rom\u00e2ni de alimente pe baz\u0103 de plante, cu o experien\u0163\u0103 de peste 30 de ani \u00een promovarea unui stil de via\u0163\u0103 echilibrat \u015fi s\u0103n\u0103tos. \u201e\u00centr-o perioad\u0103 \u00een care se \u015ftia foarte pu\u0163in despre impactul alimentelor asupra s\u0103n\u0103t\u0103\u0163ii, am avut curajul de a deschide noi orizonturi, lans\u00e2nd \u00een Rom\u00e2nia M\u00fcsli. Ast\u0103zi suntem \u00een continuare liderul de pia\u0163\u0103 al categoriei\u201d, descrie Anca Pa\u015fca obiectul de activitate al companiei.<\/p>\n

\nAst\u0103zi, compania pe care o conduce activeaz\u0103 \u00een categorii precum cerealele de mic dejun, alimentele de baz\u0103, superalimentele, rondelele expandate, fructe uscate, nuci \u015fi semin\u0163e, tofu \u015fi past\u0103 vegetal\u0103. Produsele lor se reg\u0103sesc \u00een majoritatea re\u0163elelor de modern trade \u015fi traditional trade, \u00een plafare \u015fi hiperfarmacii, online \u015fi \u00een benzin\u0103rii. Categoria cu cea mai mare cre\u015ftere este cea de cereale de mic dejun, unde gama de granola lansat\u0103 \u00een 2024 a atins deja o cot\u0103 de pia\u0163\u0103 de 10% (conform datelor Nielsen, oct. 2025).<\/p>\n

\n\"\"Dup\u0103 primirea acestui rol, spune c\u0103 o prim\u0103 prioritate a fost stabilizarea echipei prin selectarea unor profesioni\u015fti care \u00een\u0163eleg businessul \u015fi sunt dispu\u015fi s\u0103 se implice \u00een cre\u015fterea \u015fi dezvoltarea lui. Lucreaz\u0103, de  asemenea, la standardizarea \u015fi automatizarea unor raport\u0103ri \u015fi indicatori financiari detalia\u0163i, pentru a facilita decizii mai aplicate, rapide \u015fi aliniate strategiei companiei. \u015ei-a propus \u015fi s\u0103 eficientizeze zona opera\u0163ional\u0103 prin \u00eembun\u0103t\u0103\u0163irea standardelor de calitate, automatiz\u0103ri \u015fi implementarea unor certific\u0103ri esen\u0163iale \u00een industria alimentar\u0103. \u00cen ceea ce prive\u015fte transform\u0103rile prin care trece compania, Anca Pa\u015fca spune c\u0103 acestea au venit \u00een linie cu strategia de cre\u015ftere \u015fi cu categoriile \u00een care activeaz\u0103. \u201eOrientarea c\u0103tre consumator ne-a determinat s\u0103 realiz\u0103m un rebranding, s\u0103 revizuim ambalajele pentru a oferi c\u00e2t mai multe informa\u0163ii relevante \u015fi a facilita decizia de cump\u0103rare. De asemenea, am introdus ambalaje resigilabile pentru anumite categorii\u201d, explic\u0103 ea. Vorbind despre planurile lor pe termen lung, spune c\u0103 \u015fi-au propus s\u0103 transforme alimenta\u0163ia pe baz\u0103 de plante \u00eentr-o alegere s\u0103n\u0103toas\u0103 pentru rom\u00e2ni, iar investi\u0163iile lor sus\u0163in aceast\u0103 strategie. \u201ePentru 2026 ne concentr\u0103m pe segmentul de snacking s\u0103n\u0103tos. La \u00eenceputul anului vom lansa mixuri de nuci \u015fi fructe 100% naturale, potrivite tuturor v\u00e2rstelor \u015fi multiplelor ocazii de consum\u201d, explic\u0103 ea. \u015ei-au propus s\u0103 lanseze \u015fi o gam\u0103 de biscui\u0163i f\u0103r\u0103 zah\u0103r, din ingrediente precum ov\u0103z, n\u0103ut, hri\u015fc\u0103, chia \u015fi nuci \u2013 percepute ca alimente curate, naturale \u015fi asociate s\u0103n\u0103t\u0103\u0163ii. \u00cen paralel, investesc \u00een automatiz\u0103ri ale liniilor de produc\u0163ie pentru a cre\u015fte eficien\u0163a \u015fi productivitatea. \u00cen ceea ce prive\u015fte evolu\u0163ia businessului, Anca Pa\u015fca spune c\u0103 SanoVita a continuat direc\u0163ia de cre\u015ftere, \u00eenregistr\u00e2nd o evolu\u0163ie favorabil\u0103 fa\u0163\u0103 de anul precedent, ca rezultat al investi\u0163iilor \u00een inova\u0163ie, eficien\u0163\u0103 opera\u0163ional\u0103 \u015fi apropierea de nevoile consumatorilor. \u201eSegmentul de snackuri s\u0103n\u0103toase este \u00een cre\u015ftere, consumatorii migr\u00e2nd de la gust\u0103ri ultraprocesate c\u0103tre op\u0163iuni naturale, bogate \u00een nutrien\u0163i. Ei caut\u0103 gust\u0103ri f\u0103r\u0103 zah\u0103r ad\u0103ugat, cu ingrediente recognoscibile\u201d, adaug\u0103 ea. Pe termen lung, \u015fi-au propus s\u0103 se extind\u0103 pe plan interna\u0163ional \u2013 anul acesta au f\u0103cut un prim pas \u00een acest sens \u2013 prezen\u0163a la t\u00e2rgul interna\u0163ional Anuga. \u201eAm \u00eenceput discu\u0163ii cu poten\u0163iali parteneri din Europa, dar \u015fi din SUA. Primele pie\u0163e naturale sunt cele unde exist\u0103 comunit\u0103\u0163i mari de rom\u00e2ni, dar analiz\u0103m \u015fi pie\u0163ele nordice, precum \u015fi oportunitatea unei extinderi \u00een SUA\u201d, poveste\u015fte ea. C\u00e2nd vine vorba de felul \u00een care ea conduce, spune: \u201eStilul meu de leadership este centrat pe valori \u015fi pe oameni\u201d, spune ea, explic\u00e2nd c\u0103 autenticitatea, transparen\u0163a \u015fi empatia sunt esen\u0163iale pentru a construi \u00eencredere \u015fi siguran\u0163\u0103 \u00een echipe. \u201ePrin autenticitate, transparen\u0163\u0103 \u015fi empatie \u00eencerc s\u0103 insuflu echipelor \u00eencredere, siguran\u0163\u0103 \u015fi deschidere\u201d, iar aceste principii se traduc \u00een practic\u0103 prin \u201ecomunicare, colaborare \u015fi construirea unor conexiuni reale \u00eentre oameni\u201d. Aceea\u015fi filosofie se reg\u0103se\u015fte \u015fi \u00een modul \u00een care prive\u015fte viitorul companiei. \u201eInova\u0163ie, educa\u0163ie, rezilien\u0163\u0103 \u015fi agilitate\u201d sunt cele trei repere care definesc direc\u0163ia strategic\u0103. \u00cen viziunea sa, leadershipul \u00eenseamn\u0103 capacitatea de a \u00een\u0163elege schimb\u0103rile din societate \u015fi de a le transforma \u00een oportunit\u0103\u0163i de business. \u201eParadigma de consum s-a schimbat: oamenii v\u0103d alimentele ca pe un instrument de men\u0163inere a s\u0103n\u0103t\u0103\u0163ii \u015fi caut\u0103 produse care s\u0103 le sus\u0163in\u0103 stilul de via\u0163\u0103 activ.\u201d Transparen\u0163a devine astfel un element-cheie al rela\u0163iei cu consumatorii. \u201eEi apreciaz\u0103 transparen\u0163a \u2013 verific\u0103 ingredientele, prefer\u0103 liste scurte \u015fi clare.\u201d \u00cen acela\u015fi timp, compania r\u0103spunde unei tendin\u0163e structurale. \u201eCre\u015fte segmentul celor care adopt\u0103 o alimenta\u0163ie bazat\u0103 pe plante, natural\u0103 \u015fi de calitate\u201d, o evolu\u0163ie care cere at\u00e2t inova\u0163ie de produs, c\u00e2t \u015fi educa\u0163ie constant\u0103. Mesajul s\u0103u c\u0103tre tinerii afla\u0163i la \u00eenceput de carier\u0103 completeaz\u0103 acest tablou de leadership aplicat. \u201eS\u0103 fie curio\u015fi \u015fi deschi\u015fi la experien\u0163e noi\u201d, spune ea, dar cu o condi\u0163ie esen\u0163ial\u0103: \u201es\u0103 \u015ftie c\u0103 f\u0103r\u0103 munc\u0103 \u015fi implicare nu pot ob\u0163ine rezultatele dorite\u201d. Pentru Anca Pa\u015fca, leadershipul se construie\u015fte pas cu pas, prin asumarea fiec\u0103rei oportunit\u0103\u0163i. \u201eS\u0103 profite de fiecare oportunitate \u2013 nu se \u015ftie niciodat\u0103 unde \u00eel poate duce.\u201d    <\/p>\n

\n <\/p>\n

\n\u00centreb\u0103ri \u015fi r\u0103spunsuri din discu\u0163ia cu Anca Pa\u015fca, CEO, SanoVita:<\/strong><\/span><\/p>\n

\nUn produs Sano Vita pe care \u00eel ave\u0163i mereu \u00een geant\u0103? <\/em><\/p>\n

\nNoile mixuri de nuci \u015fi fructe \u2013 sunt un snacking potrivit c\u00e2nd ai nevoie de un boost de energie, oferind echilibrul perfect \u00eentre gust \u015fi beneficiile nutri\u0163ionale.<\/p>\n

\nCea mai bun\u0103 decizie de carier\u0103 din ultimii 5 ani? <\/em><\/p>\n

\nAl\u0103turarea echipei SanoVita. Aici am g\u0103sit o echip\u0103 \u015fi o comunitate c\u0103reia \u00eei pas\u0103 de oameni. Zi de zi \u00eencerc\u0103m s\u0103 educ\u0103m consumatorii privind importan\u0163a alimenta\u0163iei ca surs\u0103 de s\u0103n\u0103tate.<\/p>\n

\nUn sfat de leadership pe care \u00eel repeta\u0163i echipei? <\/em><\/p>\n

\nLe spun des: \u201eRespira\u0163i \u00eenainte de a reac\u0163iona; suntem \u00eempreun\u0103 \u00een asta!\u201d<\/p>\n

\nE-mail sau \u00eent\u00e2lnire fa\u0163\u0103 \u00een fa\u0163\u0103? <\/em><\/p>\n

\n\u00cent\u00e2lnire fa\u0163\u0103 \u00een fa\u0163\u0103 \u2013 e important s\u0103 sim\u0163i energia oamenilor, gesturile, expresiile, tonalitatea vocii.<\/p>\n

\nUn obicei f\u0103r\u0103 de care nu v\u0103 pute\u0163i \u00eencepe ziua? <\/em><\/p>\n

\n\u00cemi \u00eencep ziua cu medita\u0163ie \u015fi sport. S\u0103n\u0103tatea e important\u0103 pentru mine; dac\u0103 pornesc diminea\u0163a cu mintea limpede \u015fi cu tonus ridicat, am energie toat\u0103 ziua.<\/p>\n

\nCel mai subestimat produs din portofoliul Sano Vita? <\/em><\/p>\n

\nPasta vegetal\u0103. Avem o gam\u0103 de 7 produse dezvoltate \u00een colaborare cu Universitatea \u201eDun\u0103rea de Jos\u201d din Gala\u0163i, bazate pe n\u0103ut, maz\u0103re galben\u0103, linte ro\u015fie sau bob \u2014 spre deosebire de alternativele din pia\u0163\u0103, care au la baz\u0103 soia.<\/p>\n

\nO carte care v-a influen\u0163at stilul de leadership? <\/em><\/p>\n

\nFiecare carte te \u00eenva\u0163\u0103 ceva dac\u0103 e\u015fti dispus s\u0103 ie\u015fi din zona de confort. A\u015f men\u0163iona dou\u0103: Daniel Goleman \u2013 Leadership: Puterea inteligen\u0163ei emo\u0163ionale \u015fi Bren\u00e9 Brown \u2013 Curajul de a fi vulnerabil.<\/p>\n

\nUn lider lucreaz\u0103 cu oamenii \u015fi trebuie s\u0103 \u00ee\u015fi \u00een\u0163eleag\u0103 \u015fi gestioneze at\u00e2t propriile emo\u0163ii, c\u00e2t \u015fi pe ale echipei.<\/p>\n

\nTelefonul dvs. are mai multe alerte\u2026 sau mai multe liste? <\/em><\/p>\n

\nMai degrab\u0103 liste. Prefer s\u0103 reduc alertele, deoarece pot deveni o surs\u0103 de zgomot \u015fi de presiune inutil\u0103.<\/p>\n

\nCe aprecia\u0163i cel mai mult la un lider? <\/em><\/p>\n

\nEmpatia, autenticitatea \u015fi umanitatea. Un lider trebuie s\u0103 construiasc\u0103 un mediu de lucru s\u0103n\u0103tos, productiv, bazat pe conexiune \u015fi incluziune.<\/p>\n

\nCare este ritualul dvs. preferat de relaxare? <\/em><\/p>\n

\nC\u0103l\u0103toriile \u2013 m\u0103 ajut\u0103 s\u0103 m\u0103 relaxez, s\u0103 m\u0103 resetez \u015fi s\u0103 \u00eemi \u00eencarc bateriile. \u00cemi place s\u0103 descop\u0103r locuri \u015fi culturi noi \u015fi s\u0103 interac\u0163ionez cu localnicii.<\/p>\n

\nUn obiectiv personal pentru 2026? <\/em><\/p>\n

\n\u00cemi doresc s\u0103 devin mai eficient\u0103 prin decizii clare \u015fi \u00een\u0163elepte \u015fi s\u0103 m\u0103 conectez cu oameni \u015fi experien\u0163e care s\u0103-mi \u00eembog\u0103\u0163easc\u0103 mintea \u015fi sufletul.<\/p>\n

\nUn trend alimentar definitoriu pentru 2026? <\/em><\/p>\n

\nM\u00e2ncarea ca form\u0103 de preven\u0163ie \u2013 \u201ewellness through food\u201d.<\/p>\n

\nConsumatorii sunt mai educa\u0163i \u015fi caut\u0103 produse cu pu\u0163ine ingrediente, f\u0103r\u0103 aditivi artificiali, \u00een\u0163eleg\u00e2nd beneficiile reale ale dietelor bazate pe plante.<\/p>\n","protected":false},"excerpt":{"rendered":"

Anca Pa\u015fca \u015fi-a construit cariera \u00een FMCG, unde, cel mai recent, a evoluat de la un rol financiar de top la conducerea unei companii rom\u00e2ne\u015fti cu ADN antreprenorial. Trecerea de la CFO la CEO al SanoVita a \u00eensemnat mai mult dec\u00e2t o schimbare de func\u0163ie, spune ea, reprezent\u00e2nd o mutare spre viziune, oameni \u015fi decizie […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[511,7228,512],"tags":[426,62468,6553,6278,234,259],"class_list":["post-244431","post","type-post","status-publish","format-standard","hentry","category-afaceri","category-industrie","category-revista-bm","tag-alimente","tag-anca-pasca","tag-cariera","tag-fmcg","tag-leadership","tag-productie"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/244431","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=244431"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/244431\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=244431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=244431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=244431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}