Utrecht, January 13, 2010
The Executive Board of Royal Wessanen nv announces that today it will provide
an update on its strategy. Following the agreed sale of Tree of Life, Inc.,
Wessanen will comprise three ongoing activities: Wessanen Europe, American
Beverage Corporation and Frozen Foods. American Beverage Corporation is
scheduled to be divested in 2011, while the focus of Frozen Foods is on
revitalising the Beckers brand, growing revenue and cost containment. Wessanen
Europe will become the core of the Company.
Wessanen Europe envisions to become the Organic+ food champion in chosen
countries in Europe. Focus will be on the European Organic food market, which
is an attractive and growing market. Growth potential of this market is
significant. Today, most consumers are aware of the relevance of Organic and
its sustainable production methods, although consumption per capita is rising.
Strong fundamentals, such as continuously increasing engagement of mainstream
consumers, health benefits and rich taste are expected to drive continued
growth of the Organic markets in Europe.
Wessanen Europe is primarily a branded sales, marketing and distribution
company, operating a multi-channel approach. Its portfolio of more than 40
brands, amongst which Bjorg, Zonnatura and Whole Earth, is mainly being sold
via the dedicated shelf in grocery stores and via the specialty food channel
(health food stores). In addition, Wessanen Europe operates wholesale
activities as well as the Dutch retail franchise chain ‘de
Natuurwinkel’ (natural food stores). It is mainly present in France, the
Benelux, UK and Germany. A new operating model is being deployed and a new
management structure has already been implemented.
In 2010, Wessanen Europe’s main focus will be on strengthening the core,
including the harmonisation of brands, centralised sourcing and the
establishment of a European Organic Expertise Centre. Profitable revenue growth
is key, and is aimed at a growth level for Wessanen Europe that is at least in
line with market growth. For the longer term, Wessanen Europe aims for revenue
of over EUR 1 billion to be realised via autonomous growth and add-on
At 10 a.m. CET today, an analyst & investor meeting will be hosted by the
Executive Board to present the strategic update. This meeting will be
audio-webcast and can be followed via the Wessanen website (www.wessanen.com).
Shortly after the meeting a replay of the webcast will be available. The
presentation slides are available at and downloadable from the website.
Royal Wessanen nv
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