Brașov Joins Profi’s National Initiative to Support Local Producers Through the “Raftul cu Bunătăți Locale” Program

Starting in June, Brașov County becomes part of Romania’s most extensive national initiative to support small local producers. The retail chain Profi has officially launched its “Raftul cu Bunătăți Locale” (Shelf of Local Delicacies) in selected stores across Brașov, offering local artisans the opportunity to bring their traditionally crafted products into modern retail.

The Shelf of Local Delicacies features an authentic taste of Romania, including fresh meat, dairy, pastries, bakery goods, honey-based products, and pasta, all produced according to local recipes and artisanal methods. In the initial phase, over 20 small-scale producers are contributing to this initiative across select Profi Super stores in Brașov County.

Customers in Brașov can find these local products at:

• Profi Super – Bulevardul Saturn 1A & No. 38A
• Profi Super – Strada Zmeurei 2, Bloc A27
• Profi Super – Bulevardul Victoriei 2
• Profi Super in Săcele – Strada Viitorului 15

“Raftul cu Bunătăți Locale represents Profi’s — and each of our own — commitment to preserve and pass on Romania’s authentic tastes and to ensure a future for small producers who put their heart into what they make,” said Călin Costinaș, Deputy General Manager of Profi.

He emphasized that the program is not driven by economic gain, but by the desire to sustain traditional craftsmanship and natural, healthy ingredients.

Limited Batches, Exceptional Quality

All products on the Shelf are available in limited quantities, exclusively in selected stores, allowing producers to maintain traditional methods, artisanal quality, and freshness, rather than being pressured by volume.

The program places a strong emphasis on:

• Seasonal freshness
• Respect for local food heritage
• Correct labelling
• Compliance with food safety regulations
• Highlighting the cultural and nutritional value of each product

A Growing National Movement

Launched in September 2022 at the Apoș Festival, Profi’s local producer support program has steadily expanded across Romania. In 2023, it brought together 120 small-scale artisans supplying over 800 traditional products in 25 Profi stores across 21 cities.

By 2024, the initiative had grown to include producers from Timiș, Sibiu, Olt, and now in 2025, it has reached Iași, Bihor, and Brașov.

Currently, more than 1,000 local products are available across selected Profi stores nationwide through this platform.

From Store Shelves to the Digital Stage

Beyond physical retail, small producers are also showcased on the acclaimed national platform Via-Profi.ro — the largest and most awarded digital space dedicated to promoting Romanian artisans and their unique culinary stories.

Profi – Partnering with Romania’s Local Producers

With 28,000 employees across 1,780 own and partner stores in over 890 urban and rural locations, Profi is Romania’s largest private employer. Through its formats Profi Super, Profi Go, and Profi Loco, the company serves more than 1.6 million daily customers, offering a curated selection of 5,000 products, over 94% sourced from Romanian partners.

🧺 “We invite all consumers in Brașov to explore Raftul cu Bunătăți Locale and support local communities by choosing authenticity, sustainability, and tradition.”