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VM Finance Group decided to separate the production of the acquired in early 2011 Florina from its sales. This will lead to specialization of different businesses in the Group and will provide bigger focus on  sales.

Since the beginning of 2012 a new "Soft drinks" Division was created in Avendi, that consists of former Florina’s Commercial Department.

With this decision VM Finance Group confirms its main objective – to provide focus on the two major aspects of Florina (production and sales) through profiling activities and adding new partnerships. Avendi’s leadership positions in several market segments will help new innovative products to be introduced by Florina. At the same time taking up of the distribution of Florina and the formation of new division in Avendi will allow adding complementary portfolio with the same channels of realization. The management of one of the most successful business groups in the country believes that this will lead to positive results in the development of Florina as a manufacturing company and Florina brand on the market.

In the process of acquisition of Florina in 2011 VM Finance Group stated to its team and partners the intention to turn Florina into a leader in its category. Despite the difficulties on the market in general and the complex situation of the company at the time of the acquisition, this goal became a reality in unexpectedly short terms. In the months following its acquisition Florina managed to achieve very good results with steady upward market trend. Since the middle of the year it has achieved a market share of 15.2% in shop channels and 13% as a whole for the country, an increase of over 20%, market share of 21.3% in one liter juices and nectars and market presence in 70% of the stores in Bulgaria according to AC Nielsen.

At the same time Avendi is a proven market leader in marketing and distribution of consumer goods in Bulgaria. During the past year the company was awarded for the second time by the largest producer of spirits in the world – Diageo (owner of brands Johnnie Walker, J&B, Bushmills, Smirnoff, Baileys) as a Partner of the Year for Central and Eastern Europe. Avendi was also recognized as №1 distributor of HiPP baby food for the same region. "Soft drinks" Division is the fourth division in Avendi, following "Spirits&Wine", "Food" and "Foodservice" Divisions.

By taking this strategic step, VM Finance Group declares its faith in the future leadership of Florina and its belief in the synergy that will take place between Florina and Avendi.

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