Melitta diversifies operation in the country and aims at sales of US$ 625 million in 2017
DCI
Melitta Brasil, industry that operates in the market of coffees, filters and accessories, intends to achieve total sales of R$ 1 billion (US$ 625 million) by 2017. That should occur by means of the territorial expansion of their products in the regions of Rio de Janeiro, Federal District, Minas Gerais and the Northeast, besides the sales to the Mercosur, as detailed Bernardo Wolfson, President of the company. "Those new regions represented nearly 10% of the earnings of our portfolio last year. In 2011 we want to grow more than 20% in those locations", said the Executive.
To meet the optimistic expectation of growth, only the investments in the plant of Avare (SP) increased 30% to productive capacity of the unit. The investment was made to put up a new line of filling of vacuum-packaged coffee in the site and for the purchase of new equipment. As regards the two units of Guaíba (RS) there was an increase in the shifts of production. Altogether, more than R$ 7 million (US$ 4.38 million) will be invested in fixed assets, informed the company. With the expansionist policy, the company registered the ninth consecutive year of increase in earnings. In 2010, R$ 740 million (US$ 420.5 million) were registered and it should get to R$ 775 million (US$ 484.4 million) in 2011, an increase of nearly 5%.
"We represent nearly 22% of the earnings of the Melitta Group in the world. Brazil is the second largest market of the company that operates in more than 60 countries", analyzes Bernardo Wolfson. According to the Executive, the company should invest more than R$ 51 million (US$ 31.9 million) this year focused on the growth of the Melitta and Bom Jesus brands, which will represent an increase of 16% compared to the same period last year. In his assessment, Wolfson believes that solid economic growth coupled with the impact of holding of events like the FIFA World Cup and the Olympics favor the geographical expansion and the innovations in the main lines of the company.
The funds will be intended for other measures, such as programs to support customers, surveys, and launching of new products. Besides, the company monitors the evolution of the prices of the raw material that should increase in 2011 and increase the price to the final consumer. Those actions, assessed the Executive, continued to govern the actions of the Company in the country this year.