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An overview (updated per Sept 2012) of what Wessanen is, what we do and where we stand for. Includes market overview and sustainabiltiy
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Royal WessanenA leading player in organic food in Europe
An introduction to who we are,what we do
and where we stand for
September2012
www.wessanen.com @RoyalWessanen
2
In a nutshell
A leading European organic food player
Own operations in Benelux, France, Germany, Italy, UK + export operations
Pioneering brands | indulgence & nutritional
Well-managed supply chain | Strong focus on quality, innovations, brands
Factories in UK (tea), Germany (vegetable spreads) (cereals/bars/spreads/honey) and Italy
(soy drinks)
Turnover about €600mln (2011) | 1,600 employees
Organic food market
Attractive part of food market | growing | low per capita consumption | market size €21bn
No colouring/flavouring | GMO-free | no artificial fertilisers | animal health
Unique certification system | grown and processed according to EU regulation
2011 revenue €594 mln
19%
41%
40%
3
GroceryRevenue €244 mlnNorm.EBIT €18.0 mln
Frozen FoodsRevenue €113 mlnNorm. EBIT €2.3 mln
HFS (Health Food Stores)Revenue €248 mlnNorm. EBIT €5.0 mln
Non-allocated & eliminationsRevenue €(11) mlnNorm. EBIT €(11.5) mln
Discontinued operations ABCRevenue $... mlnNorm. EBIT $... mln
4
Wessanen FY2011 overviewRevenue
244
248
113
Grocery HFS FF
EBIT before exceptionalsexcl non-allocated
18,0
5,0
2,3
Grocery HFS FF
FTEs (at year end)
379
639
501
63
Grocery HFS FF HQ
Average Capital Employed
63
84
51
11
Grocery HFS FF HQ
€589mln €14mln
1,582 €208mln
5
Content
Page
6. What is organic? / markets
9. A rich history
11. Our Vision, mission & strategy
15. Strategic objectives 2012-14
23. Our business principles / sustainability
6
What is organic?!
Strict criteria to be allowed to be labelled organicDemonstrably free from GMO, pesticides and growth hormonesStrict rules on animal welfareSevere restrictions on fertilisers, herbicides and pesticidesSevere restrictions on additives and processing aids
All about being produced and processed in line with organic principles
Organic products promote health and well-being
Holding benefits for the planet and for future generations
All about nutrition and taste !
Organic food is controlled by a unique European certification system
At Wessanen, our vision is to make our organic brands most desired in Europe
“Sustainability is an essential and
natural part of our daily work.”
Attractiveness organic food markets
European organic food an attractive, growing segment Size €21 bn; 2011 growth around 6% <3% of total European food market
Increasing consumer appreciation
Still low per capita consumption
European Union €30 p.a.
Switzerland €150, Denmark €140, Austria €115, Sweden €85
Germany €75, France €55, Netherlands €50, Belgium €40
UK €25, Italy €20, Spain €15
Consumers increasingly convinced of benefits of organic foodregarding health, taste and environment
Grocery and Health Food Stores channels developing at different growth path Decline percentage of households shopping in HFS channel in
the Netherlands halted
7
8
9
A long and rich history
1765 - Incorporated around river De Zaan
Adriaan Wessanen started to trade in mustard, canary and other seeds
Around 1910 introducing first consumer products such as
oatmeal and cocoa
1913 - Distinguished title Royal (99 years !)
1959 - Listed on Euronext Amsterdam
2009 - Strategic reorientation focus on organic food in Europe
2012 - To make our organic brands most desired in Europe
2015 - Marking 250th anniversary of Wessanen
10
Transformation 2009-12
0
400
800
1200
1600
2009 2010 2011 2011 Pro Forma
KK, LR, Righi, PANOS
TOL NA
ABC *
Frozen Foods
Kalisterra
Tree of Life UK
Clipper (March '12)
Health Food Stores (HFS)
Grocery
1010
712 706
1,586
As of 2009: focus on organic food in Europe
694
In € mln
11
Our Vision
“To make our organic brands most desired in Europe”
GROCERY HEALTH FOOD STORES
12
Our Mission
“Our organic food, your natural choice”
13
Brands
Three business models
DescriptionDescription
Sourcing/developing, marketing and selling own brands
• Including distribution to distribution centers and/or stores
Countries, Brands & EntitiesCountries, Brands & Entities
France: BjorgBenelux: Zonnatura, Biorganic, MerzaUK: Clipper, Kallo, Whole EarthGermany: Whole Earth, Culinessa, BjorgItaly: Bjorg, Efficance
Sourcing/developing, marketing and selling own brands to HFS
• Via wholesaler in Germany• Direct to stores (France, NL)
France: Bonneterre, EvernatNL: Ekoland, De RitGermany: Allos, Tartex, De RitBrands
Sourcing, category management, sales and distribution to HFS stores
• Focus on full range (ambient and fresh) of products
• Focus on high share of products per store
France: Bonneterre, BiodistrifraisNL: Natudis, KroonBelgium: Hagor
Whole-sale
BusinessBusiness
Gro
cery
Healt
h F
ood
Sto
res (
HFS
)
14
Driving our brands in 2 channels
Profile
Developmen
Opportunity
WessanenFocus
Health Food Stores Grocery
Small – independent - large exclusively organic assortment
Concentration - modern formats
Attract & activate mainstream consumers - innovative concepts
Professional chains - organic core assortment
Dedicated shelf results in strong growth
Build credibility and profile through strong organic ranges
i) Building powerful brands - large ranges -moving from push to pull marketingii) Wholesale (NL, BEL, FR)iii) Retail formulas (NL)
Focus on fewer, bigger brandsAggressive growth - powerful in-store marketing
All countries
Profile
Development
Opportunity
Our Focus
15
Content
Page
6. What is organic? / markets
9. History
11. Vision, mission, strategy
15. Strategic objectives
23. Business principles / sustainability
Strategic objectives 2012-14
16
Strategic focus Activities
Topline growth • Grow core brands
• Grow core categories
• Build strongholds in new markets
• Country specific growth strategies
• Launch fewer, bigger, better innovations
• Execute acquisitions shortlist
Profitability
improvement
• Central sourcing savings
• Pricing strategies towards customers
• Improve operational excellence with SAP
• Filling own factories
Enablers • Improve talent performance management / building connected
leadership
• Simplify how we are conducting business
• Activate Organic Expertise Centre (OEC), integrate Quality
Strategic objectives 2012-14
17
Strategic focus Activities
Topline growth • Brand activation e.g.
• Bjorg during ‘Atelier bio’ weeks in France
• Gayelord Hauser
Atelier bio nut Leclerc Albi
Strategic objectives 2012-14
18
Strategic focus Activities
Topline growth • Brand activation e.g.
• Ekoland in Amsterdam area
Atelier bio nut Leclerc Albi
Strategic objectives 2012-14
19
Strategic focus Activities
Topline growth • Category innovations e.g.
• Bjorg tea
• Zonnatura Kikker and nut bars
• Whole Earth chocolate spreads
• Ekoland fruit juices
Strategic objectives 2012-14
20
Strategic focus Activities
Topline growth • Acquisitions (Clipper)
• Assortment line-up and brand activation
• Preparing for European roll-out in early 2013
Clipper ‘Congo’ TV adaired in spring
Strategic objectives 2012-14
21
Strategic focus Activities
Profitability
improvement
• Gross margin improvement - in particular in Grocery - both in 2011
and 2012
• Deployment of SAP in France, the Netherlands, UK
• Germany and Clipper planned for
• Filling the factories in Germany with product categories such as
breakfast cereals and pasta sauces
Strategic objectives 2012-14
22
Strategic focus Activities
Enablers • Leadership programme in first half 2012 for top-65 of Wessanen
• Practical toolbox to accelerate the execution of the strategy
• 4 CBT teams to boost innovations
• Organic Expertise Centre up-and-running
23
Content
Page
6. What is organic? / markets
9. History
11. Vision, mission, strategy
15. Strategic objectives
23. Business principles / sustainability
24
Wessanen business principles
Compliance with laws: being a responsible partner in society, acting with integrity towards all stakeholders and others who can be affected by our activities
Environment: in line with commitment to sustainable development, we will do all that is reasonable and practicable to minimise adverse effects on the environment
Product safety: we aim at all times to supply safe products and services
Free market competition: we support free market competition as basis of conducting business; we observe applicable competition laws and regulations
Child, bonded and forced labour: under no circumstances we are making use of forced or bonded labour; we do not employ children in violation of relevant conventions of ILO
Human rights: we support and respect human rights and strive to ensure that our activities do not make it an accessory to infringements of human rights
We expect suppliers and business partners to comply with the above principles
25
Commitment to minimise environmental impact
Committed to minimising impact on environment by measuring and monitoring the effects of our operations
All our organic products are free of GMO
We are working on reducing our CO2 footprint and usage of water
Additionally, organic products do not use pesticides, therefore contributing to a decrease
ISO 14001 is an internationally recognised standard for embedding processes to analyse and reduce our impact on the environment
Additional information at www.wessanen.com on
sustainability, such as
GRI G3 table | Performance fact sheet
26
Wessanen’s supply chain
27
Palm oil - member RSPO
Palm oil is important, versatile raw material for food
Only be cultivated in tropical areas of Asia, Africa and South America
Concerns that demand causing expansion of plantations into eco-sensitive areas
Since March 2011 Member of Roundtable on Sustainable Palm Oil (RSPO)
Global multi-stakeholder initiative
Encouraging sustainable production/use palm oil
Wessanen commits to organisation’s objectives
In 2011, we developed policy to govern palm oil sourcing and guidelines for implementation in
partnership with our suppliers
Committed to switching palm oil to RSPO certified sustainable palm oil during 2012-13
RSPO certified segregated palm oil for organic
GREEN PALM certificates for conventional
28
Organic Expertise Centre (OEC)
Establishment internal expertise center - named OEC - in 2010 To stimulate exchange of knowledge / experience that is widely available
within Wessanen To educate and inspire our internal / external stakeholders in organic values
Specialists join forces and work on pan-European issues
To legitimise our position in organic world by championing the organic case
Focal areas will be: Training (incl. training package for newcomers)
Knowledge building by teaming up with external researchers and experts
Lobbying to promote organic food
Communication for more general awareness / knowledge of organic food
29
Employee engagement WEacademy
2012 Leadership development programme Focus on strategy execution, connected leadership
Employee turnover is a key focus area
Competency model deployed Defines behaviour expectations for all employees Translates ambitions/values into behaviour
conventions and skills
0
40
80
120
2009 2010 2011
Injury severity rate
0%
25%
50%
75%
100%
Executives Managers Associates
Men Women
0
2
4
6
8
2009 2010 2011
Injury frequency rate
Royal Wessanen nv