Hartmann offers pricing and export remedies for proposed Dentaș Romania acquisition
Hartmann Packaging has proposed production, pricing and customer-contract commitments to address Romanian competition concerns over its planned acquisition of Dentaș Romania. The remedies include dedicating four production lines to exports for two years and limiting domestic price increases.
Regulator examines proposed commitments
Romania’s Competition Council has opened Hartmann Packaging A/S’s proposed commitments to public consultation as it reviews the Danish group’s acquisition of Dentaș Romania SRL. The target operates a molded-fiber packaging factory in Tărtășești, Dâmbovița County, and produces egg trays and cartons, fruit and vegetable trays, and other recycled-fiber packaging.
According to Ziarul Financiar, the authority’s analysis found that the transaction could strengthen Dentaș Romania’s position in Romania’s market for molded-fiber cellular egg trays. The acquisition has therefore not been presented as unconditionally cleared: Hartmann’s commitments are intended to remove the competition concerns identified during the review.
The deal would mark Hartmann’s entry into Romanian manufacturing. Dentaș Romania’s plant was established in 2004 and began production in mid-2006. Its parent group also operates comparable facilities in Turkey. The Romanian company generated revenue of 114 million lei, or €22 million, in 2025.
Four lines would serve exports
The first proposed remedy concerns production allocation. Hartmann would convert two lines previously owned by Dentaș Romania so that they no longer manufacture standard egg trays and instead produce lidded egg cartons. It would also upgrade two other existing lines for lidded cartons. For two years, all output from these four lines would be reserved exclusively for export markets.
This commitment would separate a defined portion of the acquired plant’s capacity from the Romanian market during the remedy period. It also changes the product mix of two lines rather than removing the equipment from operation. The source did not specify the capacity of the four lines, their expected export volumes or their destination markets.
Hartmann would also stop imports from Dentaș Kağıt Sanayi A.S. in Turkey through Dentaș Romania and discontinue use of the Dentaș brands. Together with the export commitment, this provision would alter both the plant’s domestic supply role and its commercial links with the former Turkish owner.
Price and contract safeguards
For two years, Hartmann proposes to keep annual weighted-average prices at the weighted-average reference levels applied in 2025. Any adjustment would be capped at the cumulative change in Romania’s Consumer Price Index. The measure is designed to address the regulator’s concern that prices for molded-fiber cellular egg trays could rise after authorization of the transaction.
Hartmann would additionally refrain from imposing customer contracts longer than 12 months, quantity restrictions or penalties. It would notify customers that they remain free to contact, negotiate and work with any supplier active in Romania’s molded-fiber egg-packaging market. These provisions are intended to preserve customers’ ability to switch suppliers and facilitate competitors’ access to demand.
Hartmann reported net revenue of 3.8 billion Danish kroner in 2024, equivalent to more than €500 million at the current exchange rate cited by Ziarul Financiar. The group employs about 3,000 people and operates factories in Canada, the United States, Argentina, Brazil, Denmark, Hungary, Croatia, Israel and India. The Competition Council’s consultation will determine whether the proposed package adequately addresses the identified concerns before a final decision on the acquisition.