Hortex improves its standing and seems set to grow further

Hortex Holding, a producer of juices, frozen fruit and vegetables, plans to increase its profits and strengthen its market position. This could mean that it might over take the current market leader Agros-Fortuna and Sonda, which are currently merging. According to the September data of AC Nielsen, a market research company, the difference between Hortex and the leader amounts to 2.3% in terms of market share and 5% in terms of value. This is not a substantial gap, and bearing in mind Hortex's 2003 sales dynamics, it should soon catch up. According Hortex president, Tomasz Kurpisz, his company recorded a sales growth of over 10% in general terms and close to a 40% growth on the juice market in 2003. The company currently has a 12.4% share of the market. "In 2004 we intend to increase this number by a further 2%," said Kurpisz. He added that the main objective his company is to increase its value before its main shareholder, Bank of America, decided to dispose of the company's shares. (Rzeczpospolita, p. B4) M.M.