1. AN INTRODUCTION TO
AT ONE WITH NATURE
January 2, 2014

2. OVERVIEW
1. The company
•
•
•
•
•
Location
History
Production
Meli today
Meli in the future
2. Honey
•
•
•
Description
Consumption moments
European honey market
3. Products
•
•
•
January 2, 2014
Meli brand
Private Label
Industry

3. THE COMPANY
January 2, 2014

4. LOCATION
Central position in Europe
Easy to reach
January 2, 2014

5. HISTORY
The history of a man and his ideas
January 2, 2014

6. HISTORY
1930: Alberic Florizoone achieves the first price with his
honey ‘Veurne Ambacht’ on the Antwerp Exhibition
January 2, 2014

7. 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.
January 2, 2014

8. HISTORY
1936: Opening of a playground, conference room and snack bar.
The very beginning of the Meli theme park.
January 2, 2014

9. HISTORY
1955: Meli moves with the honey production from Adinkerke to Brussels
January 2, 2014

10. HISTORY
1960-1970: Meli becomes a national brand and starts growing as retail organizes professionally
January 2, 2014

11. HISTORY
1993: Take-over of the honey producer ‘Melapi’ from Kuurne (B)
January 2, 2014

12. HISTORY
1995: Successful launch squeezer with liquid honey
Convenience and new cooking practices stimulate growth
Opens new doors on foreign markets.
January 2, 2014

13. HISTORY
1997: Move to the new production facility in Veurne
1999: Sale of Meli Park (now Plopsaland)
January 2, 2014

14. HISTORY
2002 - now: various investments in production and storage facilities
January 2, 2014

15. HISTORY
2008: Installation of 1750 solar panels on rooftop
January 2, 2014

16. HISTORY
2009: Installation waste water storage tank
recycling (sugared) waste water
collection of carbon-rich waste water by the water treatment company Aquafin
January 2, 2014

17. HISTORY
Recent investments: new production hall
New portion and stick packaging machine
Chocolate spread machine for in house production
January 2, 2014

18. PRODUCTION
Beekeeper
Honey packer
Consumer
January 2, 2014

19. PRODUCTION
Raw materials
•
Inside storage of all commodities
•
3-4 months average stock holding
•
Extensive supplier network
•
Direct trading with main source
companies
January 2, 2014

20. PRODUCTION
Testing facilities
•
Own laboratory to meet key testing
requirements including:
 Key tests on honey (sugar
composition, humidity, colour,
HMF,...)
 Antibiotics
 Pesticides
 Pollen (traceability)
January 2, 2014

21. PRODUCTION
Drum emptying
Unique Meli process
•
No heating in hot rooms
•
Rapid processing times
•
Highly automated
•
Minimal HMF increase
January 2, 2014

22. 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
January 2, 2014

23. 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
January 2, 2014

24. PRODUCTION
Packing
•
Modern, fast packing lines
•
Flexible


squeezers

portion packs and sticks

buckets

•
jars
containers
Packed creamy honey is put in a
cold storage (14 C) to complete the
crystalisation proces
January 2, 2014

25. 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
January 2, 2014

26. PRODUCTION
Storage-Distribution
•
Honey cake and honey waffles
produced externally
•
Delivered in our warehouse
•
Sent out together with the other
products
January 2, 2014

27. 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
January 2, 2014

28. MELI TODAY
Turnover
40
35
33.11
30
29.75
25.61
25
22.11
20
15
35
19.32
16.94
15.11
14.59
16.29
10
5
0
2004
2005
2006
2007
2008
2009
Turnover (M Euro)
January 2, 2014
2010
2011
2012
2013

29. MELI TODAY
Honey Volume
8000
7057
7000
6450
6000
5836
5000
4882
4413
4000
3000
7500
3293
3297
3369
3765
2000
1000
0
2004
2005
2006
2007
2008
2009
Honey Volume (T)
January 2, 2014
2010
2011
2012
2013

30. MELI TODAY
•
100% family owned company (family Florizoone)
•
External management (family not operationally active)
•
Workforce: 52 people
60
50
40
30
33
34
34
34
39
36
42
46
48
52
20
10
0
2004
2005
2006
2007
2008
2009
Workforce
January 2, 2014
2010
2011
2012
2013

31. 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
January 2, 2014

32. HONEY
Honey = 100% natural (obliged by EU legislation)
Mainly a combination of water and sugars
Composition:
Sugars
Enzymes
Glucose
Fructose
Saccharose
Higher sugars
Diastase
Invertase
Glucose axidase
katalase
Minerals
Vitamins
Inhibine & Amino acids
Ethereal oils & flavouring
January 2, 2014

33. 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
January 2, 2014

34. HONEY
Consumption moments
1. Spreadable
2. Medicinal use
3. Substitute for sugar
4. Culinary applications
5. Delicacy
January 2, 2014

35. HONEY
World honey market
Africa
11%
Europe
23%
America
19%
Australia
2%
Asia
45%
HONEY PRODUCTION PER REGION
January 2, 2014

36. 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
Holland
0.5
France
0.5
UK
0.5
Germany
1.3
Denmark
1.0
Greece
Europe
January 2, 2014
0.5
1.7
0.7

37. 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
January 2, 2014

38. 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)
January 2, 2014

39. PRODUCTS
January 2, 2014

40. PRODUCTS
The brand: MELI
• Honey
• Chocolate spread with honey
• Honey cake
• Honey waffle
• Honey candy
January 2, 2014

41. PRODUCTS
The brand: MELI
• Honey
January 2, 2014

42. PRODUCTS
The brand: MELI
• Chocolate spread
January 2, 2014

43. PRODUCTS
The brand: MELI
• Honey cake
January 2, 2014

44. PRODUCTS
The brand: MELI
• Honey waffle
January 2, 2014

45. PRODUCTS
The brand: MELI
• Honey sweets
January 2, 2014

46. PRODUCTS
Subsidiary brands
• Melonia (B-label)
January 2, 2014

47. PRODUCTS
Subsidiary brands
• Melapi / Meliflor (pharmacies, specialists)
January 2, 2014

48. PRODUCTS
Private label
• Clients
 National and international retailers
 National and international out-of-home specialists
 Tailor-made projects / contracting
January 2, 2014

49. PRODUCTS
Private label
• Driving force behind growth
Volume private label
6000
5100
5000
4650
4000
3851
3938
3000
2489
2000
1691
1634
1681
2491
1855
1000
0
2004
2005
2006
2007
2008
2009
Volume (T)
January 2, 2014
2010
2011
2012
2013

50. PRODUCTS
Private label
• High flexibility and variety
 Glass jars
 Squeezers
 Plastic jars
 Integrated concepts
January 2, 2014

51. PRODUCTS
Private label
 Glas jars
January 2, 2014

52. PRODUCTS
Private label
 Squeezers
January 2, 2014

53. PRODUCTS
Private label
 Plastic Jars
January 2, 2014

54. PRODUCTS
Private label
 Integrated concepts
e.g. Silhouette line
January 2, 2014

55. 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
 Meat industry
- Cosmetics
 Cereals
- Baby food
January 2, 2014
- Sauces
- Pharmacy
- Animal Food

56. PRODUCTS
Bulk
•
Bucket 25kg
•
Container 1000kg
January 2, 2014

57. 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
January 2, 2014