JTI increases share in sales in Serbia to 13.5% - Long-term cooperation with Mercata continues

(from the signing ceremony)

Japan Tobacco International (JTI) and Mercata have signed a new five-year cooperation agreement, thus ensuring the distribution of JTI's brands over the period of next five years.

- The last 10 years have been very successful for Japan Tobacco International and Mercata. According to the data provided by Nilsen agency, JTI increased its share in the sales in the market of Serbia to 13.5% in October 2011. Ever since an agreement on exclusive cooperation with Mercata was signed in 2008, JTI's sales have grown by about 70% - said Martin Braddock, president of JTI for the Commonwealth of Independent States, Bulgaria, Romania, and Western Balkans.

- The renewal of our agreement will provide us with stability and predictability that we need in order to further develop our operations in Serbia. We are committed to further investing in Serbia - he added.

Since it acquired Duvanska Industrija Senta (Senta Tobacco Industry), JTI has invested over USD 100 million in Serbia, started producing cigarettes, modernized factories and begun exporting cigarettes to Montenegro, Bosnia-Herzegovina, Macedonia, Croatia, and Albania, as well as tobacco to the European Union, reads a statement issued by the company Japan Tobacco International.

- JTI has come to Serbia with a long-term investment and development strategy. We plan to continue to invest in our staff, brands, production and distribution. Our aim is to provide consumers and traders with the highest level of services, information on our products, assistance in displaying goods, as well as timely delivery and the control of stock - JTI Vice President for Western Balkans Christian King stressed.

- We have been working with Japan Tobacco International for many years, and we became its exclusive distributor three years ago. Thanks to our close cooperation, coordinated work and commitment to common goals, a significant success has been achieved in the market. Mercata now ranks first in the amount of business revenues in the group of companies engaged in wholesale trade and distribution in Serbia - said Cedomir Cirovic, CEO of Mercata.

JTI employs over 300 people in Belgrade and Senta and cooperates with more than 500 tobacco producers and around 200 seasonal workers, whereas Mercata has 330 employees, JTI's statement reads.