Products for 18 years acacia manage to satisfy both Horeca professionals and their customers. Thanks to the vast experience and the quality of the products, the company has established itself in the hospitality industry and has developed beautiful and long-lasting collaborations. What are the challenges encountered in the field of arranging Horeca spaces and how has the market developed, we learn from Anca Răuță, Administrator acacia l Elite Prodexim:
In short, tell us what ACCACIA and ELIT PRODEXIM mean for the Horeca market in Romania and what it proposes?
Own registered brand acacia of products intended for the hospitality industry belongs to the commercial company ELIT PRODEXIM and is a family business. The family then married our colleagues. The warm atmosphere in the office has left and continues to leave its mark on the productivity of the team.
What are the main products you offer? We invite you to tell us a few words about these products. What are the strengths?
The distribution started with the individual cosmetic products intended for body hygiene for the customers of hotels and guesthouses, then, step by step, we added towels, bathrobes, pillows, quilts, mattress protectors. The expansion continued with mattresses and the bases on which they are positioned, minibars, safes, room furniture, draperies and curtains. Later, at the request of clients, we equipped restaurants with tables, chairs, tableware, and spaces set up for hotel laundries with specialized equipment.
What should a customer know the moment they want to purchase products and services from you?
There are two starting points from which to start together, us and the client, depending on the investment: it can be an opening investment, i.e. a newly built, completed and equipped accommodation space - at this stage we, the supplier , we need the space plans and the interior design model; the second type of investment is that of continuing the activity, i.e. completing or replacing damaged products that need to be replaced.
What are the main advantages of these products and what sets you apart from your direct and indirect competition?
The registered own brand ACCACIA was named so and conceived in the spirit of the name it bears – the wood of the acacia tree or acacia is known for its resistance over time, which is what we also want from our products. They were designed with soul and not out of the idea of competition. Of course, we take this into account, but the starting point in the development of the products we distribute is to offer customers a product that is pleasing to the eye, of good quality, because most of them come into direct contact with the skin of hotel customers (here I mention cosmetics, towels, underwear , bathrobes) and at a fair quality/price ratio.
How receptive are customers to such products? And if he does not want such a solution, what is the most often cited reason?
During the activity, in addition to the range acacia, we also developed other ranges of cosmetic products – NATURA (with ECO design and suitable for rustic areas) and SUNSHINE (with design designed for areas near the water or on the Romanian coast). Although these two ranges are also liked by customers, I can say that ACCACIA is the most popular of them and still generates the highest sales in this product category.
How does a Horeca investor on his third investment differ from one on his first?
A HORECA investor who is making his first investment is different from one who is making his third or more investments, especially because of the accumulated experience. It's equally nice to work with someone experienced and who knows exactly what they want, but it's warmer with someone without experience who we also offer advice and with whom we look for optimal solutions together. In this case, a more solid relationship is created that sometimes turns into friendship.
Relative to when starting an investment, what would be the ideal time when a customer should contact you about choosing camera products and accessories?
As I mentioned before, the opportune moment to start a collaboration is after the stage of completion of the construction. Then the client provides us with the information necessary to prepare the personalized price offer, after which our team provides samples of the agreed products, follows the negotiation process and then the sale.
The products you market are for several types of customers. Who are your best customers?
acacia sells products intended for HORECA, and the most customers are hotels and guesthouses, followed by restaurants and SPA centers.
What has been the biggest professional challenge encountered in the field in which you operate?
Of course, there was only one such request for rustic and individually designed furniture for each room concept, a project brought to completion with the support of a trusted local collaborator.
On the subject of challenges, what was the most unusual request from a client?
There was also such a request from a client who asked us to manufacture his hostel furniture based on just some photos he found on Pinterest. It was a challenge especially because those rooms were irregularly arranged in the hostel, with different sizes from each other. However, I felt the total recognition of the team's professionalism acacia when a customer, although he was invited by us to visit together the factories where we were going to supply his products, he gave us total trust and let us choose them based on the design criteria provided.
Active on the Romanian market for over 18 years. How much has the market changed in these years?
The market has evolved like any market in all areas. It is pleasant to note that, more and more, in the choice of products quality has begun to receive. Customers are starting to turn to better quality products, of course the price factor is also important, which have a longer lifespan.
During the pandemic, the catering sector was one of the most affected market sectors. How did you get through this period?
We went well, we adapted to the demand that was very high for disinfection and personal and premises hygiene products.
What does 2022 look like for you so far?
The year 2022 for acacia is one with better results compared to each previous year. Investments in the field continue at a satisfactory pace.
As a manager, what do you think has been the most effective marketing method that will bring you the best results so far?
The method that brought us the most customers with the highest value investments is Google, followed by referrals from happy customers acacia and the quality of the commercial act, and here I mention the speed with which we respond to requests and compliance with delivery terms. And because hospitality means human interaction, we also place a lot of value on regular visits to customers and potential customers from all over the country, but also on periodic telephone interactions.
If you could choose any person, who would you have a business lunch with?
From the field of hospitality, I would be honored to have lunch with Mr. Răzvan Crișan, co-founder of the Kane group, a group of restaurants to which I am a loyal customer because their food is totally to my taste.
3 things that are not missing from your daily routine?
If we talk about things, the first is coffee, the diary and a book, in the evening, or a good movie.
Finally, we are curious to know what other activities you are passionate about and where we find you after the office hours are over?
Both for me and for my colleagues, the daily schedule ends at 17.00. I find this disconnection beneficial for the brain and for family or social life. Then you can find me at the theater, movies, visiting friends, or cooking and spending time with my family and pets.
What are the 3 completed projects that immediately come to your mind?
I name three projects here, and not in order of importance because we give them all the same attention regardless of their value: Hotel Koralio Eforie Nord, Hotel Marmorosch by Autograph Collection, Balvanyos Resort. But I also want to mention the Grand Hotel Târgu Mureș, which was our first large-scale project from which we gained an unparalleled experience.
Is there anything you wish we had asked you that we didn't?
I would have liked you to ask me what I would have done if I hadn't been doing what I'm doing. You would probably have found me in the classroom practicing the job I trained for, that of teaching French and English.
The interview is also available at the link below:
ACCACIA – Products designed with soul for the Horeca industry