Located in the village of Rotbav, Brașov County, Cățean Farm is a family-run enterprise that has carried on the activities of multiple generations by respecting and promoting the local traditions of the mountain area: animal husbandry and cheese production.
With over 300 years of family history, Cățean Farm raises animals of local breeds—Romanian Spotted cows, Țurcană, and Țigaie de Bran sheep. Over time, the farm has become an integrated operation, producing 90% of the raw materials needed for animal feed (hay, alfalfa, corn, wheat) and processing high-quality milk into traditional cheeses.
On a European level, Cățean Farm has received significant accolades, including a Gold Star for burduf cheese from the Institute for Taste and Quality in Brussels, a bronze medal for fresh telemea, and a special jury prize for matured telemea from the International Taste Award. We recently met George Cățean at the Slow Food Conference, where he shared insights into what it takes to run such a business.
How has the family tradition in sheep breeding and milk processing influenced the development of Cățean Farm?
Tradition has been a cornerstone of Cățean Farm's development. Our cheeses are crafted from traditional recipes that have earned us traditional certification. We raise local breeds and strive to maintain and conserve these "gene banks." We also practice traditional agricultural techniques such as extensive grazing and small-scale transhumance. By blending tradition with modernity, we have tapped into a customer segment that values these results.
What are the most important lessons learned from this long tradition in sheep breeding?
Respect for the client and consumer, as well as for animals and nature, has always been paramount. Even in our generation, the traditional taste remains a crucial factor in purchasing decisions. A significant challenge, particularly for those of us producing traditional products, is educating Generation X about taste and healthy eating.
What does Cățean Farm encompass in terms of land, animals, and products?
Cățean Farm is an integrated operation that produces 90% of its inputs, processes the milk into cheeses, and sells the products directly without intermediaries, using the shortest possible channels both physically and in terms of the supply chain. We manage 120 hectares of agricultural land, 180 hectares of recognized ecological pastures, 1,500 sheep, 120 dairy cows, and 20 breed horses. Our goal is not to increase these numbers but to optimize costs and production processes.
You were among the first producers to bring Romanian cheese to international competitions. How have things evolved since your initial entry into the international market?
International competitions provided written confirmation of our cheese's superior quality. Many producers boast about their products, but international competition results are the true testament to their quality.
You mentioned in an interview that entering supermarket chains meant stepping out of your comfort zone. What does this comfort entail, and how does a professional relationship with a supermarket impact your business?
Entering supermarkets provided financial comfort by valuing our work and ensuring consistent cash flow.
Could you elaborate on the "farm to fork" concept and the Slow Food movement in your business?
In our context, "farm to fork" involves creating local product islands within hypermarkets, participating in local pop-up markets, hosting picnics on the farm, featuring our products in local restaurant menus, establishing local gastronomic points, setting up stands at profile events, organizing farm visits for students, collaborating with tourism agencies, operating our own shops, and offering home delivery services.
Despite being present in supermarkets and offering online orders, you continue to attend outdoor fairs and pop-up markets. Which sales channel performs best currently, and why?
We have been in local supermarkets for over a decade, and having farm personnel behind the counter has greatly helped promote products and build customer relationships. Pop-up markets are crucial for all producers as they allow sales in a concentrated timeframe, leaving other days for production activities. Online sales were highly effective during the pandemic but have decreased as people now prefer direct interactions with producers.
How do you perceive your customers' preferences for products? Is there openness to new products or more traditional tastes?
Our clients comprise individuals who appreciate the local taste of cheeses and enjoy innovating through a blend of traditional and modern methods. They prioritize quality over quantity.
Who should be responsible for educating people about taste and food pairings?
The seasonality of local products must be emphasized, avoiding out-of-season expectations like fresh Romanian tomatoes in March or Dăbuleni watermelon in April. We all share responsibility for consumer education: producers, parents, and authorities, who currently underutilize their tools for this purpose.
What brings you the greatest joy as a farmer and entrepreneur?
As an entrepreneur, joy comes from turning challenges into opportunities and achieving what seemed difficult. As a farmer, satisfaction comes from children's smiles during farm visits, appreciation from those who value our work, technological advancements, preserving nature for people to enjoy, creating good food that brings people together, ensuring sustainable and durable practices, passing skills to new generations, and being recognized as a European farm.
Revino Team
10/06/2024
