With nearly a decade spent in the universe of premium spirits, Daniela Păunescu naturally blends strategy with intuition, being part of a team that shapes and directs Romanian brands built with patience and clarity. She believes in well-structured processes, accountable decisions, and the power of simple things. For her, relevance is not rushed; it is built over time through consistency, attention, and respect for each brand’s identity.

C&B: If we were to look at a narrative thread of your career, what were the key moments that defined you?

Daniela Păunescu: Looking back, as in the case of many of us, my path was neither linear nor guided by a very clear plan from the beginning. It was rather a succession of contexts and choices that, over time, became turning points. I worked in other fields at the start, including economic and business journalism, where I learned to better understand the mechanisms behind companies and how a coherent story is built around a product or a brand. That clarity has stayed with me ever since.

A first and most important turning point was entering the premium spirits universe. There I learned that brands in this category are not built overnight and that relevance comes from consistency and coherence, not forced visibility. It was the environment that made me stay and deepen this direction.

Then came the shift from execution to more strategic thinking. I became increasingly interested in the meaning behind products and in how a brand preserves its identity over time. That was when I realized I am drawn to long-term building, not just immediate results.

The current stage is the closest to the way I work. In recent years, I feel I can call what I do a career construction that I develop consciously. I choose bold projects I believe in and fully commit to, without the rush to force growth. I appreciate processes that are given time to settle and things built with meaning, step by step.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?

Daniela Păunescu: The most difficult moment was not a single event, but rather a period in which I had to make important decisions without having all the answers and without the certainty of an outcome. The pressure was high, and the temptation to force things was real. Instead of looking for quick solutions, I chose clarity and discipline: to prioritize what truly matters, to say “no” when directions were not aligned with what I am building long term, and to accept that some things need time to make sense. That period taught me that professional maturity does not lie in absolute control, but in the consistency and patience with which you navigate uncertainty.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Daniela Păunescu: I believe that, more than a classic ambition, what constantly guides me is the fear of remaining average. The desire to do things that truly matter and to evolve in a real way, not just formally.

In this process, I have benefited from a valuable professional context: collaborating with leaders and top management professionals who acted as mentors, offering inspiration, constructive challenges, and clarity in key moments.

C&B: What values or principles guide you in what you do, and how do you apply them day by day?

Daniela Păunescu: I am guided by a few simple but firm principles. First of all, I believe in meaning, in doing things that have coherence and long-term relevance, not just immediate impact.

Another essential principle is lucidity: I try to see things as they are, not as I would like them to be. In an industry where the temptation to exaggerate is constant, I prefer honest constructions that preserve their consistency over time.

I am also guided by the courage to access things that seem hard to reach. The more difficult or ambitious a project is, the more it attracts me, not out of a desire to complicate things, but out of the conviction that real growth happens there. I like entering territories that require a certain degree of boldness.

What is equally relevant to what defines us is what we choose not to let define us. A line from a film that many already consider a classic often comes to mind — The Devil’s Advocate: “Vanity is my favourite sin.” A dear colleague often slips it into our conversations, and each time it reconfirms the same idea for me.

In the film, the character played by Al Pacino speaks about vanity as the most subtle sin, the one that can easily hide under the appearance of ambition, passion, or the desire for performance. Most of the time, we lie to ourselves, and what seems like authentic determination is, in reality, just well-packaged ego. For me, that line functions as a constant reminder not to build out of vanity or the need for quick validation, but out of the desire to create solid, relevant, and lasting things.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?

Daniela Păunescu: They would probably say that I am demanding, first and foremost with myself. I strongly believe in responsibility, accountability, and respect for work done well. I may not always be the most easygoing, but I am involved, fair, and focused on real results, not just ticking off tasks.

C&B: What is the most important decision you have made that changed your trajectory?

Daniela Păunescu: Honestly, I do not feel there has been that one big moment yet that completely changed my trajectory. I believe truly transformative decisions are rare and come in time, and I am still in a stage of building, not of radical turning points.

C&B: How do you define the role of a Brand Manager within a group with the tradition and scale of Alexandrion Group?

Daniela Păunescu: This role, first and foremost, is one of responsibility and balance. It is not only about managing a product category, but about understanding and protecting a heritage built over time, while carrying it forward in a way that is relevant to the present.

For me, this role means acting at the intersection of strategy, identity, and context. On the one hand, it is essential to preserve the coherence and values that define the group’s brands; on the other hand, you must constantly find ways to keep them alive and connected to today’s consumers. It is a continuous exercise in adaptation.

In an organization with such tradition, the Brand Manager also becomes a curator of meaning: someone who filters trends and makes decisions that support long-term value. At the same time, the role requires courage — the courage to propose new directions, to access ambitious projects, and to maintain high standards while the pressure for quick results is high.

At the same time, this role is exercised within a very clearly defined context shaped by Alexandrion Group’s DNA as a family business built on a long-term vision. The values, rigor, and ambition instilled by the group’s founder, the late Dr. Nawaf Salameh, remain living benchmarks in the way the group operates, and their continuity through the Salameh family provides stability and strategic coherence. Under the leadership of Antonio Salameh, in his role as Chairman, this legacy is not only protected but also adapted to current realities, with a strong focus on performance and sustainable development. For a Brand Manager, this means working within a framework where tradition coupled with innovation represents a competitive advantage, and where every brand decision must respect and strengthen this long-term construction.

C&B: What are your main responsibilities in managing the brand portfolio in Romania?

Daniela Păunescu: My main responsibility is to ensure the coherence and relevance of the brand portfolio in Romania, with a special focus on emblematic brands such as Carpathian Single Malt Whisky and Brâncoveanu Vinars. Each of them has a strong identity and a distinct strategic role, and managing them requires a deep understanding of positioning, market context, and long-term direction.

I coordinate the brand strategy at local level — from positioning and communication plans to launches, activations, and partnerships — ensuring that each initiative is coherent with the group’s values and relevant for Romanian consumers. At the same time, I work closely with commercial teams and external partners so that strategy is properly reflected in execution and results.

An essential aspect of my role is constant alignment with the Chief Marketing Officer and the Chairman of the group. Development directions are built through dialogue and shared vision, so that each step supports both the identity of each brand and the broader ambition of the group. This collaboration ensures strategic coherence and clarity in important decisions.

At the same time, my responsibility is to maintain the balance between tradition and evolution: to protect the heritage of these brands while identifying real opportunities for growth and visibility. Day by day, I strive to build with patience and discernment, so that the value created is durable and relevant over time.

C&B: What does a typical day look like for you now, and which moments of the day bring you the greatest satisfaction?

Daniela Păunescu: My days alternate between strategy and execution. I usually start with an overview of ongoing projects and continue with alignment discussions, directional decisions, and extensive collaboration with internal teams and partners. An important part of my time is also dedicated to analysis — how brands evolve and remain relevant in the current context.

The greatest satisfactions come from moments of clarity: when a direction settles naturally, when an idea takes shape, and when projects built with patience begin to show results and make sense. I appreciate the feeling that, day by day, things are being built coherently and intentionally, even if the most visible results always appear over time.

C&B: How do you evaluate the success of a brand campaign within Alexandrion Group?

Daniela Păunescu: I evaluate the success of a brand campaign beyond immediate numbers. I look at its coherence with the brand strategy, at how the message is understood and embraced, at the quality of execution, and at its real impact on consumer perception. Of course, business KPIs matter, but for me a clear sign of success is when a campaign builds long-term brand equity and leaves something relevant in people’s minds, not just momentary visibility.

C&B: How do you build and maintain the relevance of Alexandrion brands in a competitive and constantly changing market?

Daniela Păunescu: The relevance of Alexandrion brands is built, first and foremost, through the work of a well-aligned team and through decisions made together. My role is to contribute to this construction through strategic clarity and respect for each brand’s identity. In a competitive and constantly changing market, I believe the difference lies in the ability to work coherently, with the same direction and standards.

In the spirits and whisky category, relevance comes from consistency and authenticity, not noise. We listen to the market, understand the consumer, and carefully choose which trends are worth integrating, so that brands evolve naturally without losing their DNA. Without close collaboration between teams — especially marketing and sales — none of this would be possible.

For me, success comes from the fact that brands grow healthily over time, as a result of well-executed teamwork.

C&B: Can you share an example of a campaign or launch you are particularly proud of?

Daniela Păunescu: One of the projects I am truly proud of is the limited edition Brâncoveanu XO dedicated to Gheorghe Zamfir, launched in 2021. It was an impressive experience to work directly with such an important figure in Romanian culture. Every discussion and every detail of the collaboration showed me how powerful a brand can be when it becomes a space for dialogue between generations and values.

At a complementary but equally memorable pole was the launch of SIGINA gin at the Neversea Festival in the summer of 2024. The energy, the public reaction, and the way the brand came alive within the culture of the moment were simply electrifying.

And perhaps the most ambitious of all, Carpathian — the first Romanian single malt, launched in 2022 — a premiere that raised the standards in the whisky category in Romania and beyond.

What connects all three is that none is an individual project. The innovation behind them, the strategy, execution, and attention to detail are collective efforts, and I am a link in this mechanism that contributes to transforming ideas into memorable brand experiences. In all of them, the pride comes from knowing that the teams responsible created relevance, authenticity, and impact both locally and globally.

In an industry where visibility can be gained quickly but relevance is earned over time, Daniela Păunescu relies on coherence, clarity, and long-term building. For her, brands are not just products, but ecosystems of meaning, identity, and responsibility.

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Andrei Cărămălău is the founder of EcoȚăran, an urban grocery concept born from the desire to bring clean, authentic products from carefully selected local and international producers into the heart of Bucharest. With a direct, pragmatic style, yet deeply connected to the community, he has built a brand that blends rural tradition with the dynamics of the modern city, transforming an atypical space — Calea Ferentari 82 — into a location recognized for quality, transparency, and authentic gastronomic experience.

C&B: If we were to look at a narrative thread in your career, what were the key moments that defined you?

AC: The key moments that shaped me were those when I had to make big decisions without guarantees. Opening EcoȚăran was one of them: a choice made against statistics, market trends, and the general mentality about the area. Another defining moment was the transition from simple selling to creating a brand with identity, story, and clear direction. And perhaps most importantly: the moment I realized that selling products is not enough; you have to sell trust, relationships, and consistency.

C&B: What were the first challenges when you opened the store — especially since the offering was organic, certified, and prices were higher than the market average? How did you handle these obstacles?

AC: The main challenge was people’s skepticism: “Why here?”, “Why organic?”, “Why does it cost more?”. I handled it through complete transparency, explaining the source of the products, the real costs of authentic production, the difference between industrial and natural, and by constantly demonstrating quality. People can question anything… until they taste it. Then they come back on their own.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

AC: Yes, the desire to show that even in Romania you can build a healthy, authentic brand with real values. I have always wanted to do something that not only sells but also inspires. EcoȚăran is not just a store; it’s a stance: quality should not be a luxury, and respect for farmers and producers must be brought back to the forefront.

C&B: How did you start out, and how do you feel you’ve transformed up to now?

AC: At the beginning, I was a person doing everything alone: buying the goods, unloading, arranging, filming, posting, selling, delivering. Today, I am a more structured, calm entrepreneur with a more strategic vision and much more patience. I haven’t changed in essence, but I’ve learned that perseverance beats any market statistic.

C&B: If we met with your team or collaborators, what do you think they would say about you?

AC: Probably that I’m a dreamer, sometimes too perfectionist, but always fair. They would say I’m the person who doesn’t accept half-measures and only puts my name on what I truly believe in. And that I’m loyal; anyone who works well and cleanly with me has long-term support.

C&B: What is the most important decision you have made that changed your trajectory?

AC: The decision to open EcoȚăran in Ferentari. Everyone told me not to do it. But that very “no” confirmed that I had to do it. It was the decision that built the brand’s identity: courage, authenticity, and no compromises.

C&B: In the Calea Ferentari-82 area, which many don’t consider a “commercial location” for such a store, why did you choose that place, and how does this “contrary” choice influence EcoȚăran’s positioning?

AC: EcoȚăran is a brand that doesn’t run from reality. I wanted to show that the value of a place is not given by the address, but by the people and energy you put into it. Choosing Ferentari means saying: quality deserves to reach everywhere, not just “prestigious” neighborhoods. This decision totally differentiates us in the market and builds a clear message: we don’t sell based on postal codes, we sell based on convictions.

C&B: How do you select the local producers you work with, and what essential criteria do you set for collaboration?

AC: Criterion number one: integrity. If the producer doesn’t use unnecessary chemicals, hides nothing, and doesn’t inflate the story, we can talk. We choose people who work correctly, respect the land, their labor, and the consumer. We test products ourselves, visit the locations, check processes, and ensure that what is promised is real.

C&B: What does a typical day look like for you now, and what moments of the day bring you the greatest satisfaction?

AC: My day starts early around 3-4 a.m., with supply, discussions with producers, preparing the store, and social media, which is part of EcoȚăran’s DNA. The best moments are when I see people’s reactions: when they taste something for the first time, when they come back, when they say “I’ve never eaten anything like this before.” That’s when my work is validated.

C&B: What values or principles guide you in what you do, and how do you apply them day to day?

AC: Transparency, quality, and respect. I apply them through simple decisions: I don’t sell something I don’t believe in, I don’t lie about origin, I don’t accept compromises for a few extra lei. Every product in the store must be one I would give to my child without hesitation.

C&B: How did the idea of EcoȚăran start? What personal or professional moment made you say, “This is the project I want to do”?

AC: EcoȚăran started when I realized how hard it was to find truly clean products in a market dominated by industrial goods. I understood that if I didn’t do it, no one would do it the way I believed it should be done. It was the decision to create not just a store, but a real alternative to “agricultural fast food.”

C&B: What is your vision for the future: business expansion, opening other locations, online logistics, or other directions?

AC: The vision includes expanding EcoȚăran. We will not reveal the plans and projects we are working on, but the ultimate goal is for it to become a reference brand in Romania for quality, authenticity, and transparency.

The story of EcoȚăran shows that passion, perseverance, and commitment to quality can build an authentic brand that inspires and generates trust. Andrei Cărămălău has turned a vision into reality, proving that responsible, community-focused entrepreneurship has a real and lasting impact.

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Laura Iordache, founder of Sourdough Bread Journal, is the self-taught artisan who turned her passion for sourdough bread into a form of art and shared love, into a life story and an educational project, born out of the courage to invent everything from scratch and the desire to bring people together through love and authenticity.

C&B: How would you describe yourself in one sentence, in a way that would make those who don’t know you yet curious?
Laura Iordache: I am a creator of bread and stories, a person who has learned to transform the silence of the kitchen into a storytelling laboratory, creating breads that nourish not only the body but also the soul, and who has taught herself, through curiosity and trials, to turn a simple dough into an experience of love and community.

C&B: If we were to look at the narrative thread of your career or business, what were the key moments that defined you?
Laura Iordache: It all began far away, in the Philippines, in my small kitchen. I taught myself, reading and testing tirelessly, with patience and curiosity. No master, no school – just me, books, and sourdough. From those trials were born my first recipes, my first fermentation methods, and flavor combinations, all invented from scratch. When people started asking for my bread, I understood it was no longer just my passion, but a path to follow – and that’s how Sourdough Bread Journal was born.

C&B: What were the biggest challenges in developing Sourdough Bread Journal?
Laura Iordache: The challenge was to build without a guide or a predetermined recipe. The biggest challenges were to remain faithful to a vision created from nothing. I had no preexisting recipes, no well-trodden paths – I invented every step. It was difficult to build trust and to bring awareness to a still fragile field here, but every obstacle turned into a stronger step forward.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Laura Iordache: I have always dreamed of being able to transmit love through bread. Every dough touched by my hands carries a part of me and becomes a tribute of love for those who receive it, a gift of the soul.

C&B: How did you look at the beginning of the journey and how do you feel you have transformed until now?
Laura Iordache: At the beginning, I was just a curious person trying to understand the secrets of a living dough. Today I feel like a messenger: through my bread, through the courses I teach, I try to pass on an experience that means more than food – it means connection, tradition, and joy.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?
Laura Iordache: I think they would say about me that I am a person passionate to the core, detail-oriented, demanding, but always with an open heart and ready to share.

C&B: What is the most important decision you have made that changed your trajectory?
Laura Iordache: To leave behind the certainty of a “safe” path and choose the unknown of my passion. It was the decision that changed my life and gave birth to the project, making space for a life lived in authenticity.

C&B: What was the moment that convinced you this passion could become a dedicated and impactful project?
Laura Iordache: It came when I understood that people came back not just for the bread, but for the story, for the sense of belonging, and for the emotion conveyed. That’s when I knew SBJ had to become more than just a personal exercise.

C&B: What plans do you have for expanding or diversifying Sourdough Bread Journal?
Laura Iordache: I wish to grow its educational dimension: to hold more and more courses for those who want to bake bread at home, because only in this way can this love multiply and be carried further, and to create bridges with artisans from other countries. For me, the future of SBJ means communities united through bread and love.

C&B: What does an ordinary day look like for you now, and what moments of the day bring you the most satisfaction?
Laura Iordache: A day often begins with writing or trying out a new recipe. Then follow hours dedicated to communication and to the people around the project. The greatest joys come when I take out of the oven a bread that has exactly the fragrance and texture I dreamed of – or when I see, in my courses, someone discovering the magic of baking their own bread.

C&B: What values or principles guide you in what you do, and how do you apply them day by day?
Laura Iordache: Authenticity – because I started from zero and always chose the truth of my work; patience – because fermentation cannot be rushed; love – because it is the only ingredient that turns bread into a gift.

C&B: How did Sourdough Bread Journal come into being, and what drew you to the universe of sourdough bread?
Laura Iordache: From a need of people and from a calling of my heart. My bread began to be sought after and desired, and questions about “how it’s made” became more and more frequent. SBJ was born as an answer – a living journal of my journey, meant to share experiences, methods, and stories.

C&B: How do you see the future of artisanal bread culture in Romania and internationally?
Laura Iordache: I believe we are witnessing a renaissance. In Romania, artisanal bread culture is just beginning to take root, but I feel a real enthusiasm. Around the world, people are rediscovering the beauty of things made by hand and with soul. Artisanal bread has a secure future because, beyond taste, it speaks about community, patience, and love – values we need more than ever.

Laura Iordache’s story and Sourdough Bread Journal show us that bread is not only food, but also love, community, and authenticity. A journey that inspires and connects people.

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Alina Donici is the founder and driving force behind Artesana, the first Romanian brand to bring to market minimally processed, authentic dairy products packaged in glass. With a vision to offer clean and nutritious products, she built—together with her team—a brand based on quality, transparency, and respect for tradition. Through courage and perseverance, she transformed a modest beginning into a nationally and internationally recognized name, becoming a role model in entrepreneurship and a promoter of food education and sustainable production. Through Artesana, she continues to inspire a new generation of consumers to make conscious choices, proving that a business built on solid values can have a real impact on society.

C&B: How would you describe yourself in one sentence, in a way that makes people who don’t know you yet curious?
Alina Donici: I am a woman who once dreamed of becoming a diplomat, but who—through what seemed like a simple coincidence, tasting a piece of aged goat cheese in Spain—ended up becoming the “soul” of an artisanal dairy brand, built with persistence, passion, and without compromise.

C&B: If we were to look at the storyline of your career or business, what were the key moments that defined you?
Alina Donici: My story isn’t linear; it’s full of ups and downs. The first key moment was when Daniel came home with the idea of making that Spanish cheese he had fallen in love with. And me, a graduate in International Relations with dreams of becoming a diplomat, said: “That’s impossible.” But little by little, he convinced me, and I said: “Let’s give it a try.”
The second key moment was building our first factory, with all the sacrifices that entailed (our parents mortgaged their homes), while we threw ourselves completely into the unknown. Then came insolvency—the hardest life lesson—when we felt like we were losing everything. Even when we were receiving foreclosure letters, we kept going.
After that came a rebirth: getting listed in retail, winning our first international awards, and building our second factory, where we applied everything we had learned from early mistakes. All of these moments shaped me and made me believe that nothing is impossible when you have a real purpose.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?
Alina Donici: Without a doubt, it was insolvency. When the bank began foreclosing on our factory and our parents’ homes, when we didn’t have money for salaries and wondered how we’d make it through the next day… it was a shock and a pain hard to put into words. I remember lying in bed at night, repeating to myself: “It was a hard day, but tomorrow has to be better.” The only way to get through it was not to give up. We kept going to fairs, looking customers in the eye, believing in our product. In the end, retail—and all those who chose us on the shelf—gave us another chance. It proved that when you don’t quit and remain authentic, salvation will come.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Alina Donici: Yes! To make clean, natural dairy products that I can give my children with peace of mind. In fact, the whole philosophy of Artesana is summed up in the principle: “I offer you what I would give to my own family.” It was never just about business—it was about a personal mission: to show Romanians that it can be done differently, without tricks, without additives, without deceiving people.

C&B: How did you look at the beginning of your journey, and how do you feel you have transformed since then?
Alina Donici: At the beginning, we were two naïve young people with a small child and no experience, but with boundless enthusiasm. We traveled across the country with our trailer and fridge display case, explaining to people what unhomogenized milk meant or why using glass mattered. Today, I feel I have transformed into a leader who knows how to make tough decisions, support her team, and not let difficulties take away her courage. I no longer have the naivety I once had, but I still hold the same belief—that authenticity wins in the long run.

C&B: If we met your team or collaborators, what do you think they would say about you?
Alina Donici: They’d probably say I’m demanding but fair. That I put my heart into everything and sometimes care too much, but that I don’t leave anyone behind. They know I consider them family and that I don’t make decisions that would compromise their work or values. In our factory, there’s no “boss” and “employee”—just people working together for a dream.
And I’ve noticed something beautiful: the way we work also inspires our external partners. More than once, I’ve seen suppliers or local companies—from those who put stickers on our windows to those we negotiate contracts with—start raising their own standards, respecting the same high bar we set for ourselves. It’s as if our attention and responsibility become contagious.

C&B: What is the most important decision you’ve made that changed your trajectory?
Alina Donici: The most important decision was saying “yes” to Daniel’s dream, even though it seemed completely crazy to me. I was dreaming of a diplomatic career, not a cheese factory in Tecuci. But that “yes” completely changed my life and took us from a small idea to a brand that is now in thousands of stores and winning international awards. That’s my professional journey.
But life and family are inevitably intertwined with being an entrepreneur. Looking back, I wouldn’t change a thing, because the decisions I made brought me exactly here: next to Daniel and our three children, of whom I am very proud.

C&B: How did you build your leadership style or your way of making decisions? Was it a natural process or one you had to learn?
Alina Donici: It was something I had to learn along the way. No leadership school shaped me, but the critical moments did: when I had to choose between closing the factory or moving forward, when I had to tell my team the truth even if it was painful, when I had to negotiate with banks or retailers. I learned that a leader doesn’t always have to have all the answers, but must be honest and inspire trust.

C&B: What makes Artesana’s products different from other dairy products on the Romanian market?
Alina Donici: Simple: we don’t compromise. Our milk is whole, unhomogenized, gently pasteurized, and packaged only in glass. We don’t add anything and we don’t take anything out. Milk batches are never mixed; each one has its own personality, so to speak. It’s a living, authentic product, completely unlike industrial dairy. And you can taste the difference from the very first spoonful.

C&B: What does a typical day look like for you now, and what moments bring you the greatest satisfaction?
Alina Donici: A typical day doesn’t exist. Sometimes I’m in Bucharest, in meetings or at events, other times in Tecuci, at the factory, talking with the team or checking processes. But the greatest satisfaction comes from two things: mornings with my children, and the moments when I get messages from clients saying, “My daughter can only eat your products.” That gives you energy for a whole week.

C&B: What values or principles guide you in what you do, and how do you apply them day by day?
Alina Donici: Authenticity, respect, and responsibility. We don’t compromise for quick profit. We don’t write anything on the label that isn’t in the jar. We don’t negotiate with the truth. Even if sometimes you lose money in the short term, you win trust in the long run. We didn’t start our story for profit—because that might have meant making compromises. We’ve kept and will always keep our integrity. And that’s the most valuable currency in business.

C&B: How did the Artesana story begin, and what motivated you to start this artisanal dairy brand?
Alina Donici: It all started in Catalonia, with that artisanal goat cheese Daniel tasted, which sparked the idea. He came home with it, and although I was skeptical, we set off on this journey. We returned to Tecuci. We built our first factory, nearly went bankrupt, but rose again. What always motivated us was the thought that we were doing this for our children and for all children whose families want to put clean food on the table.

C&B: If you were to send a message to people who follow your example, what would it be?
Alina Donici: Don’t let fear or compromises ruin your dream. Life will knock you down, but if your dream has meaning and isn’t just about money, you’ll find the strength to rise again. And never forget: the most important capital isn’t financial—it’s the trust you build with the people around you.

The story of Alina Donici and Artesana proves that perseverance, authenticity, and respect for tradition can transform an impossible dream into a national and international success.

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