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Presentation Meli english 2014

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Presentation Meli english 2014

  1. 1. AN INTRODUCTION TO AT ONE WITH NATURE January 2, 2014
  2. 2. OVERVIEW 1. The company • • • • • Location History Production Meli today Meli in the future 2. Honey • • • Description Consumption moments European honey market 3. Products • • • January 2, 2014 Meli brand Private Label Industry
  3. 3. THE COMPANY January 2, 2014
  4. 4. LOCATION Central position in Europe Easy to reach January 2, 2014
  5. 5. HISTORY The history of a man and his ideas January 2, 2014
  6. 6. HISTORY 1930: Alberic Florizoone achieves the first price with his honey ‘Veurne Ambacht’ on the Antwerp Exhibition January 2, 2014
  7. 7. HISTORY 1932: ‘Veurne Ambacht Honey’ is present on the ninth Food Fair in Brussels. A beehive with living bees is getting a lot of attention. January 2, 2014
  8. 8. HISTORY 1936: Opening of a playground, conference room and snack bar. The very beginning of the Meli theme park. January 2, 2014
  9. 9. HISTORY 1955: Meli moves with the honey production from Adinkerke to Brussels January 2, 2014
  10. 10. HISTORY 1960-1970: Meli becomes a national brand and starts growing as retail organizes professionally January 2, 2014
  11. 11. HISTORY 1993: Take-over of the honey producer ‘Melapi’ from Kuurne (B) January 2, 2014
  12. 12. HISTORY 1995: Successful launch squeezer with liquid honey Convenience and new cooking practices stimulate growth Opens new doors on foreign markets. January 2, 2014
  13. 13. HISTORY 1997: Move to the new production facility in Veurne 1999: Sale of Meli Park (now Plopsaland) January 2, 2014
  14. 14. HISTORY 2002 - now: various investments in production and storage facilities January 2, 2014
  15. 15. HISTORY 2008: Installation of 1750 solar panels on rooftop January 2, 2014
  16. 16. HISTORY 2009: Installation waste water storage tank recycling (sugared) waste water collection of carbon-rich waste water by the water treatment company Aquafin January 2, 2014
  17. 17. HISTORY Recent investments: new production hall New portion and stick packaging machine Chocolate spread machine for in house production January 2, 2014
  18. 18. PRODUCTION Beekeeper Honey packer Consumer January 2, 2014
  19. 19. PRODUCTION Raw materials • Inside storage of all commodities • 3-4 months average stock holding • Extensive supplier network • Direct trading with main source companies January 2, 2014
  20. 20. PRODUCTION Testing facilities • Own laboratory to meet key testing requirements including:  Key tests on honey (sugar composition, humidity, colour, HMF,...)  Antibiotics  Pesticides  Pollen (traceability) January 2, 2014
  21. 21. PRODUCTION Drum emptying Unique Meli process • No heating in hot rooms • Rapid processing times • Highly automated • Minimal HMF increase January 2, 2014
  22. 22. PRODUCTION Processing (1) • Filtration to 200um: good level of pollen retention • Pumped into holding tanks: allows separation of any remaining beeswax • No water or sugar are added to honey - ever January 2, 2014
  23. 23. PRODUCTION Processing (2) • Processing either liquid or creamy honey • Liquid honey: system of ‘overpressure’ to remove all remaining crystalisation catalysts (s.a. air bubbles) • Creamy honey: system of ‘controlled crystalisation’ by adding fine creamed honey to the liquid honey January 2, 2014
  24. 24. PRODUCTION Packing • Modern, fast packing lines • Flexible   squeezers  portion packs and sticks  buckets  • jars containers Packed creamy honey is put in a cold storage (14 C) to complete the crystalisation proces January 2, 2014
  25. 25. PRODUCTION Storage-Distribution • Rapid reaction doors (to the outside and between all processing zones) • Temperature controlled storage (16 to 20 C) • Dispatch bays at trailer loading height • Flexible 4 day delivery • Good stock availability January 2, 2014
  26. 26. PRODUCTION Storage-Distribution • Honey cake and honey waffles produced externally • Delivered in our warehouse • Sent out together with the other products January 2, 2014
  27. 27. MELI TODAY Belgium • Nr. 1 in honey with the Meli brand • Other honey related products (honey cake, honey waffles, chocolate spread with honey) under the Meli brand • The most important producer of private label honey Export • Your private label partner: development of tailor-made honey projects • Producer of private label honey for major European distributors • Exporter of a specialized range of honey and honey products under the Meli brand January 2, 2014
  28. 28. MELI TODAY Turnover 40 35 33.11 30 29.75 25.61 25 22.11 20 15 35 19.32 16.94 15.11 14.59 16.29 10 5 0 2004 2005 2006 2007 2008 2009 Turnover (M Euro) January 2, 2014 2010 2011 2012 2013
  29. 29. MELI TODAY Honey Volume 8000 7057 7000 6450 6000 5836 5000 4882 4413 4000 3000 7500 3293 3297 3369 3765 2000 1000 0 2004 2005 2006 2007 2008 2009 Honey Volume (T) January 2, 2014 2010 2011 2012 2013
  30. 30. MELI TODAY • 100% family owned company (family Florizoone) • External management (family not operationally active) • Workforce: 52 people 60 50 40 30 33 34 34 34 39 36 42 46 48 52 20 10 0 2004 2005 2006 2007 2008 2009 Workforce January 2, 2014 2010 2011 2012 2013
  31. 31. MELI IN THE FUTURE Belgium • maintenance of strong market position with Meli brand • consumer approach • innovations Export • driving force of growth • focus on private label • Meli brand (innovations) Guarantee quality by pursuing a continuous policy of investments January 2, 2014
  32. 32. HONEY Honey = 100% natural (obliged by EU legislation) Mainly a combination of water and sugars Composition: Sugars Enzymes Glucose Fructose Saccharose Higher sugars Diastase Invertase Glucose axidase katalase Minerals Vitamins Inhibine & Amino acids Ethereal oils & flavouring January 2, 2014
  33. 33. HONEY The honey category: 4 axes 1. Polyfloral vs monofloral 2. Creamy (set) vs liquid (clear) 3. Jar vs Squeezer 4. Classic honey vs Fair Trade & Bio vs Honey+ vs aromatized honey January 2, 2014
  34. 34. HONEY Consumption moments 1. Spreadable 2. Medicinal use 3. Substitute for sugar 4. Culinary applications 5. Delicacy January 2, 2014
  35. 35. HONEY World honey market Africa 11% Europe 23% America 19% Australia 2% Asia 45% HONEY PRODUCTION PER REGION January 2, 2014
  36. 36. HONEY European honey market • EU: net importer of honey, 62% self-sufficient • 3 main producers within the EU : Spain, Germany en Hungary • EU’s most important suppliers: China, Argentina, Mexico, Chili • Honey consumption (kg/year/inhabitant): Belgium Holland 0.5 France 0.5 UK 0.5 Germany 1.3 Denmark 1.0 Greece Europe January 2, 2014 0.5 1.7 0.7
  37. 37. HONEY Belgian honey market • Belgium imports 90% of the consumed honey • Import mostly from China, Mexico, Argentina and Chili • Consumption of set honey used to be bigger than liquid honey • Nowadays this has changed, mainly due to the introduction of the squeezer January 2, 2014
  38. 38. HONEY Belgian honey market • Market share Meli : > 70%  Meli brand : > 40%  private label produced by Meli : > 30% • Honey market is growing during the last 3 years  e.g. 12m till w40/2013: volume +9,2%, value +10,1% (source: Nielsen) January 2, 2014
  39. 39. PRODUCTS January 2, 2014
  40. 40. PRODUCTS The brand: MELI • Honey • Chocolate spread with honey • Honey cake • Honey waffle • Honey candy January 2, 2014
  41. 41. PRODUCTS The brand: MELI • Honey January 2, 2014
  42. 42. PRODUCTS The brand: MELI • Chocolate spread January 2, 2014
  43. 43. PRODUCTS The brand: MELI • Honey cake January 2, 2014
  44. 44. PRODUCTS The brand: MELI • Honey waffle January 2, 2014
  45. 45. PRODUCTS The brand: MELI • Honey sweets January 2, 2014
  46. 46. PRODUCTS Subsidiary brands • Melonia (B-label) January 2, 2014
  47. 47. PRODUCTS Subsidiary brands • Melapi / Meliflor (pharmacies, specialists) January 2, 2014
  48. 48. PRODUCTS Private label • Clients  National and international retailers  National and international out-of-home specialists  Tailor-made projects / contracting January 2, 2014
  49. 49. PRODUCTS Private label • Driving force behind growth Volume private label 6000 5100 5000 4650 4000 3851 3938 3000 2489 2000 1691 1634 1681 2491 1855 1000 0 2004 2005 2006 2007 2008 2009 Volume (T) January 2, 2014 2010 2011 2012 2013
  50. 50. PRODUCTS Private label • High flexibility and variety  Glass jars  Squeezers  Plastic jars  Integrated concepts January 2, 2014
  51. 51. PRODUCTS Private label  Glas jars January 2, 2014
  52. 52. PRODUCTS Private label  Squeezers January 2, 2014
  53. 53. PRODUCTS Private label  Plastic Jars January 2, 2014
  54. 54. PRODUCTS Private label  Integrated concepts e.g. Silhouette line January 2, 2014
  55. 55. PRODUCTS Bulk • Growing market  2004 – 2013: +84% in volume • National – international  Belgium: Belourthe, Destrooper, Mulder, …  Export: United Biscuits (Ndl), France Cake (Fr), Walkers (UK)  Multinationals in various countries : Nestlé, Heinz • Several applications in various sectors  Biscuits - Pharma  Meat industry - Cosmetics  Cereals - Baby food January 2, 2014 - Sauces - Pharmacy - Animal Food
  56. 56. PRODUCTS Bulk • Bucket 25kg • Container 1000kg January 2, 2014
  57. 57. SUMMARY Meli… • Strategic position in Europe • Modern and flexible production facility • Own laboratory to assure full traceability and quality • BRC / IFS certificate • N 1 honey packer in Belgium • Market leader in honey with the Meli brand • Supplier of several private labels in Europe • Important supplier of industry January 2, 2014

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