Danone Bulgaria has a simple plan when it comes to doing business in this country.

"We have two main goals in Bulgaria," explained Patrick Libbrecht, managing director of the company. "To make a successful business, by providing the best quality and secure products and to take the social responsibility from the staff to the farmers and the suppliers."

"For seven years now, we have been present in the Bulgarian market and we have achieved success through satisfying the consumer with the full range of products," he added.

Danone arrived in Bulgaria in 1993, by privatising the former state-owned dairy manufacturer Serdica, with the goal of developping a specific market in a country - which happens to be the cradle of the world famous product - yoghurt.

"In order to be competitive, we use two keystones - good quality of milk and high technology to satisfy consumers' wishes," said Libbrecht. "That's why we invest money in buying and putting in operation new technologies. Since 1993, each year we have invested in our business the average sum of eight million leva in new facilities."

The company found a tough business climate in Bulgaria and did everything possible to adapt to the special conditions. "Last year we increased our sales by 20 to 25 per cent, so we are getting considerable and stable growth that urges us to further enlarge our operations in Bulgaria."

At the moment, Danone offers 39 different dairy products on the Bulgarian market. Not a huge number, considering that in France, where the head office of this multinational is based, the scope of dairy products is 150. However, Libbrecht said there are good prospects in Bulgaria that will enable Danone to invest in manufacturing and selling new products in the future.

The Bulgarian branch of the company has also had some success achieving its second goal - social responsibility. The company employs 350 people and makes a concerted effort to consistently increase their work conditions, salaries, social protection and internal communication. They also train their personnel, in order to achieve maximum professionalism. The company plans to send most of its managerial and technological staff for training in other Danone Group branches all over Europe.

Social responsibility also means working with organisations like Danoniada, a childrens' football tournament which has been organised in 70 per cent of Bulgaria's schools for the past five years with the support of the Ministry of Education and the Bulgarian Football Federation.

They have also realised the importance of nursing the people who provide them with the most important ingredient of production - milk. By helping the farmers, Danone is seeking to maintain a good quality of milk, which is of extreme importance to any manufacturer of dairy products. "We organise gatherings of farmers to let them know each other, to let them exchange ideas and experiences, and to provide them with help - because that's the only way to show them how to produce a good quality of milk," said Libbrecht.

"We also support the farmers and all other suppliers of milk, by providing them with loans, veterinary help and other things. We support the whole Bulgarian agriculture industry, which is very important to us and to the country."

The milk must be free of germs and antibiotics, otherwise the company would be incapable of offering quality dairy products. "It is clear that Danone never used preservatives in its products," Libbrecht said.

According to the managing director, Danone's newer products are performing well on the Bulgarian market. They have recently begun to offer a product called "Activia." It is a new type of yoghurt, which doubles as a health care product, having a real impact for better digestion when you eat it every day. Libbrecht said it could serve as a substitute of all meals and proves useful for people experiencing problems with their daily diet.

All this has helped the company obtain their goals, and live up to their motto: "To say what we do and to do what we say."