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Our brand for<br />
coffee enjoyment.<br />
Outlook 2011:<br />
Further regional markets targeted<br />
In cooperation with our partner Hamilton Beach – a<br />
leading manufacturer of coffeemakers and appliances –<br />
we presented our latest coffee preparation products,<br />
such as new filter coffeemakers, at the “International<br />
Home and Houseware Show”. <strong>Melitta</strong>’s products for<br />
manual coffee preparation are enjoying increasing<br />
popularity. This form of coffee enjoyment is developing<br />
into a trend in America. <strong>Melitta</strong> therefore aims to position<br />
itself as the expert for manual filtration and support<br />
this claim with high-impact PR work.<br />
We intend to expand our coffee strategy on the US<br />
market and tap further regional markets. With our<br />
premium product range, we want to inform more coffee<br />
lovers about our 100 years of expertise in coffee preparation<br />
and strengthen our standing on the American<br />
market.<br />
Key figures<br />
Sales<br />
in € ’000<br />
<strong>2010</strong><br />
2009<br />
Capital expenditure<br />
in € ’000<br />
<strong>2010</strong><br />
2009<br />
Employees<br />
Average<br />
<strong>2010</strong><br />
2009<br />
<strong>Melitta</strong> USA 33<br />
56,684<br />
53,830<br />
4,665<br />
2,774<br />
120<br />
122
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