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The story of Covalact de Țară began in 1969 with the founding of a state-owned dairy factory in Covasna, named the “Milk Collection and Industrialization Enterprise.” Covalact was a small, local factory that produced simple dairy products with an authentic taste.
After the 1989 Revolution, Covalact became a joint-stock company with majority state ownership. In 1994, it was privatized, with 417 shareholders. The production of tasty dairy products continued, even as times and leadership changed.
Starting from 2003, a partnership with the Dutch group Campina brought modernization and renovation to the Covalact factory. The dairy portfolio expanded, and many new recipes were created to meet growing market demands
In June 2007, the majority stake was acquired by the private investment fund SigmaBleyzer, marking a new chapter in the company’s evolution. With over €18 million invested in both production and marketing, the Covalact de Țară brand became one of the most beloved brands in Romania.
Starting with 2010, Covalact de Țară started advertising on TV, becoming appealing for consumers due to its humor and a distinct authentic Romanian tone. From a regionally distributed brand, Covalact de Țară became known nationally wide, found both in major retail chains and small local stores.
In October 2016, the company launched a new production line for its popular “Bulgarași de Brânză” (Cottage Cheese), with an investment of over €3 million, effectively doubling production capacity for one of its best-selling products.
In December 2016, COVALACT became part of the international Lactalis Group, the world’s largest dairy producer, which has continuously invested in expanding production capacity, improving product quality, and growing the product portfolio.
In 2023, the Covalact de Țară brand underwent a visual upgrade, launching a new, minimalist logo, more shelf-visible labels with appetizing product demo, and a new communication platform in line with the brand’s growing ambitions.
Known and recognized as the brand that’s “too good, too countryside like” („Prea bun, prea ca la țară”), Covalact de Țară has positioned itself from the very beginning in both the minds and hearts of consumers as an authentic Romanian brand, offering products that preserve the traditional countryside taste and recipes.
Covalact de Țară is one of the most beloved brands in Romania, and “Prea bun, prea ca la țară” is arguably the most well-known slogan, frequently used in online conversations, according to a 2014 study by ZURF. Even 15 years after its launch, the “too good” slogan is still used in everyday dialogue and on social media, being integrated for good into Romanian popular culture.
According to the annual Top Romanian brands survey organized by BIZ magazine, Covalact de Țară ranks 6th in 2024 among the most loved and powerful Romanian brands, showing steady growth in popularity since 2010, when it entered the top at number 44.
Beyond popularity, Covalact de Țară also has a very positive image among consumers, being seen as a trustworthy brand offering healthy products made from 100% natural ingredients. In fact, according to parenting specialists, Covalact de Țară ranked 2nd in 2015 among the healthiest and most trusted brands, with its products being perceived as natural, safe, and high quality.
Covalact de Țară has always targeted and finally succeeded, in strengthening Romanians’ connection to the authentic taste of countryside dairy products, promoting a return to simple, healthy, traditional values through everything it does.
Even though there have been many changes over the years in production and communication, Covalact de Țară has remained true to its mission of bringing real, countryside-tasting products to Romanian tables, always staying faithful to traditional recipes.
