presentation meli english 2014
TRANSCRIPT
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AN INTRODUCTION TO
AT ONE WITH NATURE
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OVERVIEW
1. The company• Location• History• Production• Meli today• Meli in the future
2. Honey• Description• Consumption moments• European honey market
3. Products• Meli brand• Private Label• Industry
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THE COMPANY
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LOCATION
Central position in EuropeEasy to reach
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HISTORY
The history of a man and his ideas
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HISTORY
1930: Alberic Florizoone achieves the first price with hishoney ‘Veurne Ambacht’ on the Antwerp Exhibition
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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.
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HISTORY
1936: Opening of a playground, conference room and snack bar. The very beginning of the Meli theme park.
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HISTORY
1955: Meli moves with the honey production from Adinkerke to Brussels
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HISTORY
1960-1970: Meli becomes a national brand and starts growing as retail organizes professionally
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HISTORY
1993: Take-over of the honey producer ‘Melapi’ from Kuurne (B)
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HISTORY
1995: Successful launch squeezer with liquid honeyConvenience and new cooking practices stimulate growth
Opens new doors on foreign markets.
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HISTORY
1997: Move to the new production facility in Veurne
1999: Sale of Meli Park (now Plopsaland)
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HISTORY
2002 - now: various investments in production and storage facilities
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HISTORY
2008: Installation of 1750 solar panels on rooftop
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HISTORY
2009: Installation waste water storage tankrecycling (sugared) waste water
collection of carbon-rich waste water by the water treatment company Aquafin
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HISTORY
Recent investments: new production hallNew portion and stick packaging machine
Chocolate spread machine for in house production
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PRODUCTION
Beekeeper
Honey packer
Consumer
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PRODUCTION
Raw materials
• Inside storage of all
commodities
• 3-4 months average stock
holding
• Extensive supplier network
• Direct trading with main
source companies
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PRODUCTION
Testing facilities
• Own laboratory to meet key
testing requirements including:
Key tests on honey (sugar
composition, humidity,
colour, HMF,...)
Antibiotics
Pesticides
Pollen (traceability)
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PRODUCTION
Drum emptying
Unique Meli process
• No heating in hot rooms
• Rapid processing times
• Highly automated
• Minimal HMF increase
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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
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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
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PRODUCTION
Packing
• Modern, fast packing lines
• Flexible
jars
squeezers
portion packs and sticks
buckets
containers
• Packed creamy honey is put in
a cold storage (14°C) to
complete the crystalisation
procesApril 11, 2023
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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
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PRODUCTION
Storage-Distribution
• Honey cake and honey waffles
produced externally
• Delivered in our warehouse
• Sent out together with the
other products
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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
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MELI TODAY
2004 2005 2006 2007 2008 2009 2010 2011 2012 20130
5
10
15
20
25
30
35
40
16.9415.11 14.59
16.2919.32
22.11
25.61
29.75
33.1135
Turnover
Turnover (M Euro)
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MELI TODAY
2004 2005 2006 2007 2008 2009 2010 2011 2012 20130
1000
2000
3000
4000
5000
6000
7000
8000
3293 3297 33693765
44134882
58366450
70577500
Honey Volume
Honey Volume (T)
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MELI TODAY
• 100% family owned company (family Florizoone)
• External management (family not operationally active)
• Workforce: 52 people
2004 2005 2006 2007 2008 2009 2010 2011 2012 20130
10
20
30
40
50
60
33 34 34 34 3639
4246 48
52
Workforce
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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
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HONEY
Honey = 100% natural (obliged by EU legislation)
Mainly a combination of water and sugars
Composition:
SugarsGlucoseFructose
SaccharoseHigher sugars
EnzymesDiastaseInvertase
Glucose axidasekatalase
Minerals Vitamins
Inhibine & Amino acids Ethereal oils & flavouring
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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
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HONEY
Consumption moments
1. Spreadable
2. Medicinal use
3. Substitute for sugar
4. Culinary applications
5. Delicacy
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HONEY
World honey market
Europe23%
Australia2%
Asia45%
America19%
Africa11%
Honey production per region
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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 0.5
Holland 0.5
France 0.5
UK 0.5
Germany 1.3
Denmark 1.0
Greece 1.7Europe 0.7
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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
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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)
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PRODUCTS
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PRODUCTS
The brand: MELI
• Honey
• Chocolate spread with honey
• Honey cake
• Honey waffle
• Honey candy
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PRODUCTS
The brand: MELI
• Honey
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PRODUCTS
The brand: MELI
• Chocolate spread
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PRODUCTS
The brand: MELI
• Honey cake
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PRODUCTS
The brand: MELI
• Honey waffle
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PRODUCTS
The brand: MELI
• Honey sweets
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PRODUCTS
Subsidiary brands
• Melonia (B-label)
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PRODUCTS
Subsidiary brands
• Melapi / Meliflor (pharmacies, specialists)
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PRODUCTS
Private label
• Clients
National and international retailers
National and international out-of-home specialists
Tailor-made projects / contracting
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PRODUCTS
Private label
• Driving force behind growth
2004 2005 2006 2007 2008 2009 2010 2011 2012 20130
1000
2000
3000
4000
5000
6000
1691 1634 1681 1855
2489 2491
3851 3938
46505100
Volume private label
Volume (T)
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PRODUCTS
Private label
• High flexibility and variety
Glass jars
Squeezers
Plastic jars
Integrated concepts
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PRODUCTS
Private label
Glas jars
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PRODUCTS
Private label
Squeezers
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PRODUCTS
Private label
Plastic Jars
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PRODUCTS
Private label
Integrated concepts
e.g. Silhouette line
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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 -
Sauces Meat industry - Cosmetics -
Pharmacy Cereals - Baby food -
Animal Food
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PRODUCTS
Bulk
• Bucket 25kg
• Container 1000kg
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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
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