Mico Total Distribution

Healthy Taste of Certified Origin

Company Profile

WHO WE ARE

Passionate About Healthy Eating

We are passionate about healthy eating, connecting Romanian consumers with premium Mediterranean products that inspire better living. Our goal is simple: to deliver authentic, high-quality food that’s as good for people as it is for the planet.

Leader in Food Distribution

As a leader in food distribution, we provide end-to-end solutions for our partners –from logistics to marketing – ensuring their brands thrive in Romania’s competitive market.

Real Food, Real Connections

We offer Mediterranean products such as organic foods, premium snacks, and specialty oils, easy to cook, with an incredible taste from renowned producers across Europe, including Italy, Greece, France, and Spain.

KEY ACHIEVEMENTS

Extensive Market Coverage

Over 4000 retail locations in Romania, including Carrefour, Kauflandand Mega Image. Reaching 200.000+ consumers monthly through modern retail, e-commerce and speciality stores.

Innovation & Expansion

Doubled the number of distributed brands in 4 years, from 15 in 2020 to 35 in 2024. Introduced AI-powered logistics systems, reducing delivery times by 20% and increasing efficiency. Educated over 150,000 consumers on sustainable and organic living through interactive campaigns

Driving Partner Growth

Achieved a 25% YoY sales increase for brands like AlceNero, Baci Perugina & Sprayleggero through targeted campaigns. 100% supplier retention rate, ensuring long-term, trusted partnerships.

MISSION, VISION & VALUES

Mission

“To be a sustainable bridge between authentic food producers and health-conscious consumers.”

Vision

“To promote health & well-being through natural products.”

Integrity

We keep our promises, building partnerships based on trust, transparency, and mutual respect.

Care

We care for our customers’ wishes and needs, we manage the relationship with our partners in a professional manner and we promote a healthy lifestyle.

Quality

Every product we choose meets the highest standards of nutrition and sustainability –because people deserve the best.We believe in healthy food that leads to a long & fulfilling life.

Innovation

We embrace creativity and advanced technologies to deliver exceptional solutions. Innovation inspires us to continuously improve and adapt to meet the evolving needs of our customers.

WHY MICO TOTAL DISTRIBUTION

We are more than distributors – we are partners in success, working hand-in-hand with producers and retailers to shape the future of healthy eating.

Proven Expertise

Decades of experience in food distribution, logistics & brand management.

Extensive Market Research

A robust network of partnerships with major retail playersand niche markets.

Sustainability at our Core

Committed to reducing environmental impact through eco-friendly practices and sourcing.

Innovation-Driven Solutions

Continuous investment in technology & processes for optimized deliveryand value delivery.

AREAS OF EXPERTISE

Sales & Distribution

We provide extensive market coverage, ensuring our partners’ products reach key retail channels.

International Supermarket Chains
Mega Image, Carrefour, Kaufland, Auchan

Specialty Retailers & Boutique Stores
Gourmet Shops in major cities like Bucharest, Sibiu & Constanța

Pharmacies & Healthy Product Stores

Online Retailers
Collaborations with leading platforms like Freshful, Sezamo & eMag

Travel Retail
Airports & Customs Stores

Logistics & Supply Chain Management

Warehouse in Ștefănești, Voluntari, integrated in a Logistics Platform

Our logistics operations are built on sustainability & precision. With advanced warehousing facilities & modern transport systems, we optimize every step of the supply chain. Key highlights include:

Environmentally friendly transportation solutions

Real-time inventory management systems to minimize waste & ensure product freshness

State-of-the-art warehouses near Bucharest for efficient distribution

Marketing & Brand Management

We collaborate with our partners to build and sustain strong brand identities.

We implement Digital marketing Campaigns & Omnichannel Strategies

We execute in-store merchandising to maximize shelf appeal and sales impact

We develop Consumer Education Programs highlighting the benefits of healthy & sustainable products

By combining these services, Mico Total Distribution provides a 360-degree approach to supporting its partners, enhancing their market presence & ensuring the satisfaction of their customers.

MICO TOTAL - Part of the Extenso Group

Real Estate

Commercial and residential spaces in prime locations
-2000 sqm offices in Bucharest
-600 sqm offices in Voluntari, near Bucharest

Leisure & Tourism

Luxury accommodations in mountain and seaside destinations
-1 boutique hotel located in the mountains area in Bușteni (24 beds)
-Luxury accomodation on the seaside in Olimp (60 beds)

Sportswear Distribution

Exclusive distributor of Lotto, Diadora& New Balance
-250 sqm offices & showroom
-150 sqm warehouse located in Voluntari, near Bucharest

Food Distribution

Exclusive distributor of International Brands
-250 sqm offices
-700 sqm warehouse located in Voluntari, near Bucharest

OUR PRODUCTS

Healthy, BIO-certified products, responsibly made from renewable sources with respect for the planet and the environment.
Raw materials sourced and processed mainly in Italy, Greece, France, and other Mediterranean countries.
A wide range of organic products designed to meet diverse consumer needs.
Free from preservatives, artificial colorings, and artificial antioxidants; only natural aromas and essential oils are used.

Made with 100% genuine ingredients: eggs, flour, butter, sea salt, brown sugar & wild fish.
Short processing times and low temperatures to preserve nutritional value and taste.
Transparent production chain with constant supervision to ensure quality.
Recyclable packaging materials to minimize environmental impact.
Preference for olive or sunflower oils, avoiding the use of palm oil entirely.

BRANDS WE DISTRIBUTE

Baci Perugina

Sparks your emotions

Caffe Borbone

True taste of Neapolitan Espresso

Witor's

The joy of chocolate

Condorelli

The real torroncini

Alce Nero

Organic farmers since 1978

Olympia Xenia

Pure Greek olive oil & olives

Valledoro

It's time for breakfast!

Terra Felice

Sustainable. Responsible. Mediterranean.

Galbusera

Good for everyone

TreMarie

The icons of taste

Turtle

Energize your morning naturally

Dais

Dolce Sicilia

Rizzoli Emanuelli

Life is full of flavor

Trata

Always fresh & delicious

SprayLeggero

The taste of healthy eating

Policom

Indulgent spreads for every moment

Jack Daniel’s® Sauces

Legendary flavors for your table

Louit Freres

The art of mustard, perfected

Dr. Karg

Wholesome snacks with a perfect crunch

Crich

Sweet & savory goodness

BRAND PORTFOLIO

PRIVATE LABEL

Concept

Terra Felice was created with a vision to deliver the essence of Mediterranean living through organic products that reflect the region's rich culinary heritage. Our concept revolves around offering wholesome, authentic, & eco-conscious foods that bring a taste of the Mediterranean directly to your table.

Product Range

Our carefully curated product range includes everyday essentials and gourmet delights, such as pasta, tomato sauces, olive oil, vinnegar and much more. Each product is thoughtfully crafted to deliver superior taste and nutrition, ensuring it meets the highest standards of quality.

Commitment

At Terra Felice, we are committed to building sustainable relationships between producers and consumers. We work hand-in-hand with organic farmers and processors, fostering a harmonious connection that supports local agriculture and promotes environmentally friendly practices. This commitment ensures that every product embodies care, responsibility, and respect for both people and the planet.

DISTRIBUTION NETWORK

Modern Retail

Hypermarket, Supermarket & Convenience Stores - Mega Image (22%), Carrefour (24%), Kaufland (14%).
Cash & Carry Format - Selgros (8%)

E-commerce

Collaborations with platforms like Freshful, Sezamo & eMag. Represents 10% of total distribution, with consistent growth YoY.

Pharmacies & Specialty Shops

Partnerships with chains such as Dr. Max & Bebe Tei (6%)

Travel Retail

Airports and duty-free zones, contributing 12% to the channel mix.

HoReCa (Hotels, Restaurants & Cafes)

Expanding presence in premium hospitality & food service establishments, 5* Hotels / Restaurants in the Bucharest area.

Small Retailers

A growing segment representing 4% of distribution.

FINANCIAL GROWTH

Future plans

Concept

Expand product & brands portfolio. Go from 26 brands in 2024 to 35 brand in 2025.

Product Range

Increase retail presence by approximately 4000 new stores.

Commitment

Heavily invest in innovation and sustainability.

MARKETING & PROMOTIONS

Mico Total Distribution supports its partners through customized marketing initiatives designed to
enhance brand visibility & drive consumer engagement.

Digital & Social Media Campaigns

designed to reach online audiences

In-store promotions

to maximize shelf visibility and drive impulse purchases

Educational Campaigns

to highlight product benefits

Highlighted Campaigns

Baci Perugina

Campaign Highlights

Christmas and Valentines-day themed promotions in partnership with major retail chains.
Digital content and social media ads showcasing "messages of love inside every praline."
Sampling events at premium locations.

Olio Spray (SprayLeggero)

Campaign Highlights

Product education campaigns emphasizing "healthier cooking with precision".
Collaborations with Chef Antonio Pasarelli - for live demos and chef endorsements.
Placement in premium gourmet stores with in-store merchandising support.

Galbusera & Cafe Borbone

Campaign Highlights

In-store campaigns with visually impactful shelf displays.
Social media promotions targeting health-conscious consumers.

Results

Increased brand recognition and boosted seasonal sales.

Results

Expanded retail footprint & increased sales.

Results

Elevated brand awareness in health-focused segments.

Cross-Promotional Campaigns

Partnered with retailers for bundled promotions (e.g. Baci and Caffe Borbone products in gourmet packs)

Trade Event Participation

Presence at HoReCa & Retail Expo 2024, showcasing Sprayleggero & Terra Felice private label.
Official partner of the Italian Embassy in Romania.

Omnichannel Approach

E-Commerce partnerships, leveraging platforms like eMag, Freshful & Sezamo for digital promotions.
Collaborations with influencers to create engaging content.

Key outcomes of these activities include a strengthened brand presence in Romania's competitive food market, improved consumer engagement and enhanced retailer partnerships.

SUSTAINABILITY

Sustainability is not just a goal, it is a principle that guides every aspect of our operations.
Here's what we prioritize:

Collaborations with eco-conscious producers who uphold ethical and sustainable farming practices.

Using recyclable and eco-friendly packaging across all product categories.

Implementing green logistics strategies, including route optimization and carbon footprint reduction.

Our aim is to create a positive impact on the food ecosystem while delivering exceptional value to our partners!

Team

We are a dedicated team of professionals, committed to delivering excellence in food distribution.

Our dynamic (aged 30-45) workforce has a diverse expertise in areas such as chain management, market analysis and brand building & we focus on building robust long-term relationships with our partners and clients.

Sales & Distribution
Logistics
Marketing & Branding
Customer Support

This is how we effectively manage partnerships with over 25 international suppliers, we execute over 15 large-scale promotional campaigns annually, all the while sustaining rapid response times for all client inquiries, thus ensuring high rates of satisfaction.

Certifications

It is of paramount importance for us to value and respect the highest quality standards for our consumers, therefore we have obtained the following certifications.

Mico Total Distribution is a certified:

ECO Products Distributor
ANSVA Certification: Warehouse
ANSVA Certification: Transport

INNOVATIONS

Our Commitment to Innovation

Technology Integration

Advanced inventory and logistics management systems for optimal efficiency.
E-Commerce partnerships and digital tools to streamline operations

Product Innovation

Expanding our portfolio with healthier, organic & eco-friendly products.
Development of private label Terra Felice, focusing on sustainable Mediterranean foods.

Marketing Innovation

Data-driven campaigns to enhance consumer targeting and engagement.
Leveraging AI for market trend analysis and product selection.

Future Vision

Growth Goals

Double the number of brands and SKUs distributed by 2026

Expand Terra Felice's international distribution to a minimum of 5 countries.

Extend the distribution of partner brands into international markets to capitalize on global demand.

Strategic Focus Areas

- Continue investing in advanced technologies to ensure efficiency and scalability.
- Strengthen collaborations with global producers for a diverse, premium product portfolio.
- Foster partnerships in emerging markets to unlock new growth opportunities.
- Implement AI and become a 100% cloud company by 2026
- Launch of AI agents and assistants in the Sales Assistant Roles
- Launch MAIA, a digital assistant for the online shopping helping our customers to choose the best ingredients for their recipes