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Olga Alekseevna Belyavtseva

Olga Alekseevna Belyavtseva

founder of FrutoNyanya

Olga Alekseevna Belyavtseva (born October 25, 1969 in the Lipetsk region) is a Russian entrepreneur, investor and manager. Shareholder of the Progress, Biplast and Agronom Sad companies, former shareholder of the Lebedyansky plant , the Bipak company and a development project for the construction of a cottage village in the Moscow Region. Among the trademarks developed are well-known food brands Ya, Tonus, Orchard, FrutoNyanya, etc. In 2018, she took 185th place in the Forbes ranking of Russia's 200 richest businessmen with a fortune of $500 million

Entrepreneurial activity of Olga Belyavtseva began in the 2000s with the development of the distribution platform of the Lebedyansky plant . The company has taken a leading position in the production of juice products in Russia and Eastern Europe. In 2006 Lebedyansky occupied more than 30% of the juice market both in kind and in monetary terms in Russia. Lebedyansky produced a wide range of products in all price segments. The main trademarks are: Ya, Tonus, Fruit Garden juices and Frustyle juice drinks. OA Belyavtseva owned an 18.4% stake in the company and took an active part in its management and development. In 2005, Lebedyansky held an IPOon the Russian trading floor - 19.9% of the shares were sold on the stock exchange with a company valuation of $760 million. In 2008, the plant was sold to PepsiCo and Pepsi Bottling Group. The deal amounted to $1.8 billion, which was recognized as one of the largest M&A transactions in the FMCG sector in Russia. At the same time, the former shareholders of Lebedyansky, including Olga Belyavtseva, still had several production lines that produced baby food under the FrutoNyanya brand and mineral water under the Lipetsky Buvet brand [2] .

JSC Progress was created on the basis of these capacities. According to a 2018 Nielsen Company study , the company is currently the absolute leader in the Russian baby food market in physical terms, maintaining this position for several years [3] . OA Belyavtseva owns a 35% stake in Progress JSC and is a member of the Board of Directors. The company's management is led by former Wimm-Bill-Dann CEO Tony Mayer [2] .

Progress is the only company on the Russian market whose assortment is presented in all categories of baby food, with the exception of dry milk formulas . More than 250 types of baby food are produced under the FrutoNyanya and Malysham brands, as well as Lipetsky Byuvet mineral water. According to AC Nielsen data for mid-2018, the company held a leading position in volume terms in the main market segments: "juices and drinks", "fruit puree", "baby water", and also strengthened its presence in niche categories: "vegetable puree ”, “milk”, “meat and meat and vegetable purees” and “dry cereals”.

Progress products are distributed in retail chains throughout Russia and the CIS countries, competing with global manufacturers of similar products. In 2018, the company began importing to the markets of the Baltic countries and China, and plans to increase its presence in foreign markets in the future. Products are certified according to international standards, regularly undergo examination at the Research Institute of Nutrition of the Russian Academy of Medical Sciences and the FBUZ "Federal Center for Hygiene and Epidemiology" of Rospotrebnadzor .

The plant in the Lipetsk region produces more than 1.4 billion units of products per year. In 2017, the company launched a new dairy production plant. The company notes that it was built in a short time (11 months), equipped with modern equipment using new technologies and experience of Western companies; the volume of investments amounted to more than 30 million euros. It is planned to invest another 20 million euros in expanding production capacity [4] .

The company "Biplast" is engaged in the production of plastic products - in particular, lids for sports, dairy and cosmetic products. OA Belyavtseva owns the main stake in the company. The production is located in Lebedyan , Lipetsk Region , and is equipped with more than 50 injection molding machines from VMB, Negri Bossi and Engel. The production capacity is more than 460 thousand hours per year. Among the clients are the largest Russian and international FMCG companies. The company plans to double production and further expand cooperation with Indesit, IKEA, Ariston, Bosch, EJOT, Barrier, and others. The company is one of the most important foreign trade enterprises in the Lipetsk region [5] .

The company "Agronom-Sad" is engaged in the production and sale of marketable apples. The total area of the farm, located in the Lipetsk region, is 5.4 thousand hectares, including 2 thousand hectares of gardening. Currently, the area of the intensive garden is about 600 hectares. The variety map includes traditional, club and bio varieties. The volume of production is more than 25 thousand tons of crop per year. Foreign agronomists are involved in the production. Agronom-Sad is a supplier for PepsiCo, X5 Retail Group , Tander ( Magnit retail chain ), JSC Progress, producers of Belev marshmallow , etc. It is planned to expand production. O. A. Belyavtseva is the main shareholder of the company [6]. The strategic focus of the shareholder is business scaling, a multiple increase in capitalization and the creation of one of the market leaders in the production of commercial apples in Russia.

In 2015-2016, Olga Belyavtseva controlled 100% of the shares of Bipak, which produces corrugated cardboard and packaging for food - drinks, dairy products, fruits and vegetables, etc. The company was founded in 2000, production is located in the Lipetsk region. In 2015, Bipak's revenue was about 3 billion rubles. In October 2016, the company was acquired by the international packaging manufacturer Mondi Group for 2.8 billion rubles [7] .

Belyavtseva previously participated in the financing of a development project for the construction of the Rubin cottage village in the Moscow region. The village is located at the intersection of Rublevo-Uspensky , Ilyinsky and Novorizhskoye highways , 16 km from Moscow . Built in 2011, the total area of the territory is 6.5 hectares. The structure includes 28 cottages of the "premium" class with an area of 450 sq. m. with land plots from 16 to 20 acres.



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