Family from central Moldova village conquers world with dry plums

Double validity term, authentic taste: story of dry plums from Harbovat, Calarasi district, which conquer the world  

Following the season of harvesting plums, the main role is played by those who dry and process them, especially by those who do this according to a unique technology in Moldova. The Prunesso brand is one of them. With international success, ambitious plans for future, the enterprise is set to be a leader in the sector.    

Eight years ago, the company’s founder, Dumitru Covas, specialized in the export of fresh fruits, had to find a solution, in order to reduce the quick perishability of fruits. Thus, an idea appeared to dry and process the plums, creating a unique product both on the local market and the foreign one.     

The Prunesso dry fruits distinguish themselves through special technology of processing, which gives them an authentic taste and an unusual duration of life for this type of product – as long as one year, as compared to the validity term of 6 months which similar products have.      

Neli Covaș, marketing and sales director of Prunesso: ‘’We really speak about a specific product on our market, as no producer of dry plums provides validity term of one year, just as we do. We can be proud that we hold the biggest ovens for drying plums, in terms of length and capacity, from Moldova. And the equipment with which we work was adapted to the unique technology of processing.   

A name both on the international and local markets

Wirth small, but sure steps, in just several years, Prunesso has managed to make a name, both on the international market and on the local one and even to begin staging at international exhibitions.  

Neli Covaș: We participated in two exhibitions in 2023: Asia Fruct Logistica, in China, and Fruct Attraction, in Spain. This was a nice experience. Most visitors of our stand were surprised by such delicious products which come from Moldova. Demands appeared, but no cooperation agreements on dry fruits have been established with the Chinese side, for the time being. We had demands including from North America; yet, the logistic expenses are here excessive, regretfully. Respectively, we continue working on the European market.       

Presently, the dry plums from Harbovat are exported to Bulgaria, the Czech Republic, Romania, France, Morocco, Algeria, Italy and Germany. Nevertheless, in terms of export, there are challenges and strategies of reorientation of the product’s sale.    

Neli Covaș: On the foreign market, the consumption of dry fruits has decreased practically twice in the last two years and this is related to the economic situation  caused by the war in Ukraine. For this reason, we took the decision to redirect the activity to the networks of shops and we are happy that this already yields fruits.  

The presence in dozens of networks of shops from Moldova and Romania  

In this way, the Prunesso products are present in tens of networks of shops from Moldova and Romania.

Neli Covaș: Last year, we started the retail sale of our products on the domestic market and the one of Romania. I can say that we are the only providers which have no return of goods. We are set to enhance the presence especially in Romania. While at present, our plums can be found in 33 shops in the outskirts of Bucharest, till the end of this year, we are set to increase the figure to 200 shops.   

The company commercializes from producers the variety of Stenley plums, which have a good resistance and adapts to the technologies of drying and processing. Nevertheless, the drought of this year had its impact on the raw material.

Neli Covaș: The harvest of this year is by about 60 per cent poorer against the last year. This made us purchase and dry by about 30 per cent less than 2023. Certainly, this will affect the prime cost of the products.   

We make something wow!

There is a team of 35 employees behind the Prunesso dry fruits, who till the end of this year promise to give a helping hand for the diversification of the production and to give the consumers an original gustative experience.    

Neli Covaș: Another four positions of products are to appear on shelves of shops, such as: dry and salted walnuts, mixes of walnuts. In the long run, we are set to launch also dry fruits in chocolate. We will try to provide a product different from the ones which we got used to see in shops. We prepare something wow!   

Correspondent: Lilia Grubii