Investor Presentaiton
CONSISTENCY IN OUR STRATEGY
18
SUMMARY
OF ACTIVITIES
9%
Increase in
the sales volume
Herdez Del Fuerte
Herdez Del Fuerte carried out several
activities that generated sales increases and
the expansion of the operating income:
1. We continued to consolidate the
operations in the vegetables, tuna and
home-style sauces manufacturing lines;
2. We acquired a 1,000 ton capacity vessel,
in order to increase our own supply of
tuna fish;
3. We started the concentration project
for the distribution centers in order
to consolidate logistic and operation
synergies;
4. In October, Herdez del Fuerte
announced the beginning of operations
of MegaMex Foods, LLC.; the
joint-venture which will distribute and
sell food products in the United States.
Regarding the activities of the brands,
Herdez launched new packaging for the
vegetables product line in the northern
part of Mexico, and reached sales records
in home-style sauces for the North
American market.
Del Fuerte increased its sales basically
driven by the good results obtained from
tomato puree.
Doña María closed the year with a 5% sales
increase thanks to several efforts such as
the "Surprise them" advertising campaign
launched at the end of the year to show
consumers the broad range of dishes that
can be prepared with mole sauce.
In order to be closer to consumers and
increase the consumption base, Blasón
coffee carried out activities to increase
distribution and was present in several
cultural events with tasting events and
giving information on the coffee culture.
546.1
574.0
865.3
967.4
Net Sales
of Vegetables
million pesos
puré de tomate fresco y sin conservadores,
Del Fuerte Tomato Puree
Sales in cases of tomato puree increased 9%,
supported by the communication campaign
"Del Fuerte Natural Origin".View entire presentation