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East Grain and Poultry Investment SA have acquired the 45% stake previously held by UBM Group in UBM Feed Romania, strengthening their position and becoming equal main shareholders. This marks a strategic milestone for one of Romania’s largest feed producers, which will operate under the new brand Protena. The company forecasts RON 332 million in revenue and RON 18 million in gross profit for 2025, placing it among the national market leaders and supporting investment plans for the coming years.
The new shareholder structure – 50% East Grain, 50% Hodler Capital – creates one of the strongest production platforms in the feed industry, backed by European capital, technological expertise, and vertical integration in the livestock market. The company will retain its operational and management team. The transaction was supported by Raiffeisen Bank S.A., providing financing under favorable conditions.
“This change in ownership is a natural step in the company’s development in the Romanian market. We remain committed to our partners, strengthening our position as a trusted partner in improving performance and operational efficiency. We look forward to exploring new opportunities to expand production capacities in Romania, enabling us to actively engage in feed production across the country.” – said Cristian Tudose, Deputy CEO of Protena.
East Grain is controlled by Agrofert, Central Europe’s largest agro-food group, with annual revenues exceeding €8.6 billion. With more than two decades of experience in developing and implementing innovative animal nutrition technologies, Agrofert will leverage its expertise, resources, and proven practices at the Sânpaul (Mureș County) plant, which have secured international market success.
Poultry Investment SA, owned by Hodler Capital and the Oprea family, and operator of the integrated chain behind the “Puiul de Crăiești” brand, strengthens its development strategy through direct control over the key resource in the poultry chain: feed production. This secures supply, standardizes nutrition in its own breeding system, and increases operational efficiency.
About Protena:
Protena (formerly UBM Feed România) operates one of the most modern feed production facilities in Central and Eastern Europe, located in Sânpaul, Mureș County. The plant produces feed for professional livestock farms (poultry, pigs, ruminants) as well as for the retail segment.
The total installed capacity allows for annual production of over 200,000 tons, with storage for raw materials, grain silos, lines for additives and premixes, and a fully integrated traceability system tracking each batch from raw material receipt to delivery to farmers. Advanced automation, real-time monitoring, and cross-contamination control systems ensure feed production compliant with EU Feed Hygiene Regulation (183/2005) and the quality requirements of Agrofert’s European partners.
Protena has significant growth potential in the Romanian market, with direct access to one of the region’s most dynamic agro-livestock sectors. Romania consumes over 4 million tons of industrial feed annually, with growing demand, particularly in the poultry and pig segments.
