From small trader to global player in the hospitality sector within a decade

In the storied region of Transylvania lies the very heart of Romania – Brasov County. Not only is this the country’s geographical centre, it has also been a major point for trade routes since times immemorial.

When Melinda and Zoltan Mate, founders of Niemand Mez, decided to begin their venture here in Brasov County some 13 years ago, they started by trading basic products for confectioners. Little did they know what the future held – a journey of growth and international success supported by the Enterprise Europe Network.

Fast forward 12 years and Niemand Mez has become the go-to supplier when it comes to essential food products for restaurants, cafes, pastry shops and catering businesses all around Brasov County. 

Niemand Mez’s biggest hurdle had been achieving market penetration. In Romania’s central region, there’s a strong preference for established businesses perceived as more reliable. Being a new entrant, capturing and retaining customer loyalty presented a significant challenge. "We successfully navigated this obstacle by strategically diversifying our operations to include the hospitality sector supplying products specifically for hotels, restaurants and cafes," she recalled.

International ambition

Melinda, export director and mastermind of this operation, realised in March 2023 that international expansion was crucial if the business was to maintain the growth rate they had established over the past decade. Aware of the service offered by the Brasov Chamber of Commerce and Industry, Melinda sought Enterprise Europe Network’s assistance in identifying new product suppliers to create long-term collaborations.

Mark Stanciu, communications assistant at the Enterprise Europe Network Brasov Center of the Chamber of Commerce and Industry Brasov, is now in the picture to advise Melinda. This was the start of a fruitful partnership that would take Niemand Mez to the next level. Under Mark’s expert guidance, the Romanian company embraced an internationalisation strategy that would shape its future commercial trajectory. 

"At the time, Niemand Mez was experiencing a period of remarkable growth, enjoying a flourishing domestic market, encompassing not only Brasov County but also the broader central region of Romania. The company boasted a dedicated workforce of approximately nine to 10 individuals and was therefore eligible for SME status," said Mark. "While Niemand Mez had already cultivated a loyal clientele, their ambition remained firmly fixed on continued growth and international expansion," he added.

By leveraging the extensive connections and resources of the Network, the company was able to forge sought-after strategic partnerships with international suppliers, opening doors to new markets and opportunities. Through participation in B2B meetings and profile creation initiatives facilitated by the Network, Niemand Mez solidified its position as a global player in the hospitality supply chain.

A name for themselves

The transformation of Niemand Mez was not without its share of challenges, but working as a team, Melinda and the Brasov Network steered the company to achieve the international presence they deserved. Gone were the days when Niemand Mez struggled to make a name for itself in the difficult local market. 

In its early years, the business had to adapt to many challenges. When Melinda tried to gain a foothold in the pastry sector, well-established players were dominating the market. At first, overwhelmed by the competition, they doubled down in quality and service and slowly started to get a slice of the pie. 

"Niemand Mez gradually diversified its product portfolio, incorporating offerings from a wider range of producers. Initially, these new products faced slow adoption due to unfamiliarity among customers. However, through targeted promotions, including tastings and demonstrations, we effectively communicated the products’ quality and value proposition (price-to-quality ratio)," added Melinda. 

Through strategic sourcing and meticulous attention to customer needs, Niemand Mez began to gain traction in the market. By sourcing high-quality products from international producers not yet present in Romania, the company found a unique value proposition that resonated with discerning clientele. Slowly but steadily, Niemand Mez expanded its product range and diversified its customer base, tapping into the burgeoning hospitality sector.

The future looks rosy

The evolution of Niemand Mez over the past 12 years is an example of resilience, adaptability and committed hard work. In particular, during the last year, there has been remarkable support from the Enterprise Europe Network. 

Today, this Romanian company stands at the forefront of the food industry, with a comprehensive selection of essential hospitality products sourced from around the globe. The company’s commitment to quality, reliability and customer satisfaction has earned it a reputation as a trusted partner among both clients and suppliers alike.

"In 2024, our unwavering commitment to Niemand Mez’s international expansion remains resolute. I am confident that the company will not only forge new connections and partnerships on a global scale but will also witness a significant growth in profitability. Furthermore, the international presence shall position Niemand Mez for further domestic expansions, the trajectory that should be pursued by the company," added Mark.

The future holds many opportunities for Niemand Mez. With a commitment to innovation and excellence, the company has ahead of it a path of continued growth and expansion. As the company sets its sights on new horizons, it remains guided by the value of collaboration, and the pursuit of excellence in the hospitality supply chain.