In 2009 we defined our strategic direction to focus on organic food in Europe. In 2010 we refined the strategic direction with the decision to concentrate on organic brands in both grocery and health food stores. The playing field is determined by four consumer benefit platforms: Nutrition, Taste-indulgence, Taste-cooking, Basics.
These consumer benefit platforms will focus on several core categories. This brand-platform-category map will be leading in executing our strategy towards suppliers, customers and consumers. The combination of a focused roadmap, our building blocks and the strategic choices means that we now have a set of initiatives that we need to execute to put our plans into action.
With this strategy we aim to achieve, over the medium term, a return on capital employed in excess of our weighted average cost of capital (presently estimated around 12-13% pre-tax) and hence create economic value. The group will be capatilised according to a target net debt level below 2.5 EBITDA excluding exceptionals.
Our strategic initiatives 2011-2013 can be found here.