Smart Organic – the largest producer and distributor of organic foods in Bulgaria, acquired 49% of Roo Brands and is now its sole owner.
The shares were sold by co-founders Anita Klasanova and Kalin Klasanov; Yani Dragov remains CEO of Roo Brands.
“The two organizations have always worked very closely and that will remain unchanged. We’ve always embraced common causes, pursued common goals, followed a common vision – all tied to promoting healthy and delicious organic foods. Our mission has not changed throughout the years and it will not change now. This acquisition will lead to various synergies via the integration of teams and responsibilities – it will be a structural evolution that will boost efficiency of countless processes and functions”, states Yani. “Lay-offs and shifts in business operations are not planned, just work reorganization” he adds.
“We believe challenging and exciting ventures lie ahead for everyone, through which we will continue to popularize healthy eating and the entrepreneurial culture in Bulgaria and abroad. We entrust a company and brands with enormous potential, and are grateful to everyone involved in its creation”, adds Anita, Roo Brands co-founder.
About Smart Organic
Smart Organic is a leading producer and distributor of organic products that focuses on innovative foods with additional health benefits. Founded in 2008 the company is one of the organic pioneers in Bulgaria and operates successfully in over 40 countries on 5 continents. In addition to our diverse portfolio of brands, encompassing over 1300 products, Smart Organic trades in bulk with a rich variety of over 250 different organic superfoods and commodities (grains, pulses, nuts, seeds, dried fruit). As a dynamic, innovative and fast-growing business, the company currently employs 154 people.