One of the recent visits organized by the Revino team was in Dobrogea region, at the TU! cheese producer, a brand under the Fraher group of companies. After a significant investment in an integrated production system, offering complete control over the entire process—from the pastures that provide nutrients for the cows, to the modern farm that meets the latest standards in dairy farming, and up to the state-of-the-art factory equipped with cutting-edge technologies—TU! products appeared on the market at the beginning of this year.
The interview took place at the TU! factory with Nicolae Herțea, co-owner of the brand.
How did you choose the brand name TU!?
We are a Romanian company, founded in the fall of 2023 by my brother and me. As the owners of the Fraher group, we ventured into a new business line at the end of 2023: the dairy factory. Until now, we have primarily been raw milk producers, and we decided to enter the dairy market. The TU! brand is inspired by the location or county of Tulcea. Currently, we produce a range of fermented dairy products as well as matured cheeses. Everything is connected to Tulcea, Dobrogea, and the Măcin Mountains. The cheeses are associated with the fortresses in Dobrogea region, while the fermented products are linked to the flora of the Măcin Mountains. Each product has its own story, representing a flower from the Măcin Mountains.
What do you produce at the TU! factory?
In addition to fresh cheese, we chose to professionally craft matured cheeses. These are currently the main focus in our factory. We know that matured cheeses don’t have a strong tradition in Romania; it’s an emerging market that needs education. We truly believe that there will be significant potential and growth in Romania for matured cheeses, which is why we invested in something new and innovative. It’s important to note that by having our own farm and milk production, we ensure the products we create are of high quality, starting with high-quality milk.
Where did you find inspiration for the recipes you produce here?
We have a technologist who worked in Italy for 14 years, and together we conducted continuous testing for three years before launching the factory, which led to the products we have today.
What aged cheeses are in your portfolio?
We have the Enisala category, with various combinations: natural cheese, cheese with pepper, and cheese with chili and cheese with edible charcoal, aged for 30 days. Then Dinogeția, aged for 45 days, available both in its natural form and sliced. We also have a category of hard cheeses, aged for over 3 months, under the Traian sub-brand, named after the locality where the factory is located. These cheeses are aged for 3, 6, 9, 12, up to 24 months.
What fresh cheeses do you currently produce?
We produce ricotta using a traditional Italian recipe and stracchino, a completely new and unfamiliar cheese for Romanians, but one that is well-liked. It’s a soft cheese, unlike anything known here.
What are the differences in production between a cheese aged for one month, two months, and a longer period? What does it involve for you?
First and foremost, it’s about the maturation process and the care of the cheese. In our factory, maturation is done in a special room with controlled humidity and temperature. The cheese is cared for daily—it is turned, washed, and tended to every day.
When did you start production, and when were the first cheeses released?
We launched production in the fall of 2023, and the first aged cheese products were available in January 2024.
Where can we find TU! cheese?
Currently, we are listed in our network of traditional stores and retail in Tulcea and Constanța. In the future, we aim for international listings and are in negotiations. Online, we are available on Freshful, which allows us to easily cover the Bucharest market, and soon we will launch our own online store.
The horeca market could have a significant impact on your production. Have you had discussions about introducing your products into the horeca sector?
The horeca market is a priority for us because it's in horeca where a brand and taste are truly promoted. Through our distribution network, we have dedicated agents for horeca clients, and we aim to cover as much of this market as possible.
Can people visit your factory?
We’ve partnered with various tourism agencies in Tulcea that organize excursions, including monastery tours in Tulcea, visits to the Măcin Mountains, and the wineries in Tulcea. We’re working to include our factory in a visitation circuit. Visitors can see the entire technological process, as well as the maturation areas, and of course, enjoy a tasting session paired with wines at the end of the tour.
TU! will be present at the REVINO GOURMET Show on October 5-6, 2024, at Hotel Novotel in Bucharest. Don’t miss the opportunity to discover and taste these cheeses. More details here.
19/07/2024
