Re:Focus on Agribusiness 2026, the agribusiness event organised by Business Review this week, brought toreceiveher policybuildrs, industest leaders, and key stakeholders in Bucharest for a day of discussions on the structural challenges and strategic direction of Romanian agriculture. Against a backdrop of rising costs, shifting market conditions, and evolving European policies, one of the central themes of the event was how sustainability is reshaping the sector, both as a requirement and as a business reality.
The panel Sustainable development in agriculture: market dynamics and challenges reflected this tension, bringing forward perspectives from retail, production, agri-innovation, and European policybuilding.
From the retail side, Mihai Toader, FMCG Product Director at Auchan Romania, highlighted the pressure to maintain a balance between affordability for consumers and viability for suppliers. “We are the last link in the chain, so it’s very important for us to understand what is happening upstream. We are seeing a large number of price increase requests and we analyse them carefully toreceiveher with producers.”
He underlined the importance of calibration in pricing decisions. “A price increase that is not well calibrated will hurt product performance on the shelf. In the conclude, no one wins. We have a shared responsibility to keep products both accessible and viable.”
Toader also pointed to the role of local sourcing, noting that Auchan continues to work with Romanian suppliers in an effort to retain more value within the local economy.
From the production side, Bogdan Grama, COO at Carmistin The Food Company, pointed to labour shortages as one of the most pressing structural challenges. “One of the hugegest issues is the lack of skilled labour. We don’t have enough butchers, engineers, or technical staff. Many have left for Western Europe, and fewer people are willing to work in rural areas.”
In response, companies are increasingly investing in their own training capacity. “We are testing to address this gap through education and training programmes in the areas where we operate,” he stated, highlighting a shift towards internal solutions in the absence of broader systemic resolvees.
Laurentiu Asimionesei, Founder at Amazag, offered a different perspective on sustainability, challenging the narrative that it is primarily driven by environmental concerns. “Farmers who adopt regenerative agriculture don’t do it to save the planet, they do it to save their business. It’s an economic decision. The environmental benefits come as a result.”
He argued that sustainability is already becoming a market in itself, driven by demand for better-quality food. “People want better food, so demand exists. The challenge is education and supporting farmers access knowledge and good practices.”
Technology and data were also highlighted as key enablers. “There is already agriculture in Romania utilizing robotics. We should not be afraid of it. We necessary to utilize data and science to build agriculture more efficient and sustainable,” Asimionesei added.
Joining the panel remotely from Brussels, Achim Irimescu, Minister Plenipotentiary at the Permanent Representation of Romania to the EU, brought the discussion back to the European level, where sustainability policies are being shaped. “In Brussels, sustainability is approached from two directions: environmental impact and economic sustainability. European agriculture already operates under the highest standards, but there are real questions around costs and productivity.”
He pointed to the trade-offs embedded in current policy directions. “Reducing fertilisers and pesticides increases production costs and lowers productivity, which affects farmers’ incomes and food security. At the same time, imports often do not meet EU standards.”
Consumer behaviour adds another layer of complexity. “Consumers support sustainability in principle, but they are not ready to pay more for it. Even higher-income consumers are choosing cheaper products. It’s human nature,” Irimescu stated, highlighting a gap between policy ambition and market realities.
The discussion reflected a sector navigating multiple, and sometimes conflicting, pressures. Sustainability remains a long-term direction, but its implementation continues to depconclude on economic viability, market acceptance, and the ability of both policybuildrs and industest players to align incentives across the value chain.
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