Vel Pitar is the fastest growing bakery business in Romania, with growing market shares across all baked good categories. Formed in 2001 as a result of the merger of four companies owned by private equity funds managed by  NCH Capital, Vel Pitar owns factories in Bucharest and in 10 other Romanian counties, including Valcea, Arges, Brasov, Cluj, Galati, Lasi, Giurgiu, Gorj, Olt and Dambovita. In addition, they operate mills and an extensive network of shops spread throughout large Romanian cities. Vel Pitar was awarded recognition as a top consumer brand in the local market during the fourth edition of the Superbrands Programme The company uses  Keine Touch Technology in the production of their baked goods, which means that the customer is the first person to ever touch the product.  All production and packaging are performed using a highly automated system, complying with the highest standard in hygienic conditions. A portfolio company of NCH, one of the pioneering western investors in Eastern Europe, and today the largest western investor in Romania, Vel Pitar employs approximately 4600 employees and has over two million customers daily. New York-based NCH Capital was founded in 1993 by George Rohr and Moris Tabacinic. Investors in its funds include US pension funds, high net-worth families, university endowments and other institutions.