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36 <strong>Melitta</strong> <strong>Melitta</strong>Unternehmensgruppe Group <strong>Annual</strong> <strong>Report</strong> Geschäftsbericht <strong>2010</strong> 2008<br />
<strong>Melitta</strong> Canada<br />
Sales growth in adverse market environment<br />
The Canadian economy was marked by general uncertainty<br />
and subdued consumer spending in <strong>2010</strong>. On the<br />
coffee market, business suffered from fierce competition<br />
as well as from rising costs which retailers passed on to<br />
suppliers and manufacturers. Moreover, the sharp rise<br />
in demand for single portion coffees of over 60 percent<br />
represented further strong competition.<br />
In view of these circumstances, we found it difficult to<br />
follow up the success of the previous year in our coffee<br />
business. Although revenue from coffee sales grew by<br />
four percent, it fell short of the double-digit growth<br />
achieved by the market as a whole.<br />
We made strong progress, however, in our filter paper<br />
business with double-digit growth in sales revenue –<br />
outpacing the market which grew by just five percent.<br />
This encouraging performance was mainly the result of<br />
our intensive marketing efforts and the success of our<br />
bamboo filter papers, which achieved an outstanding<br />
position on the market. This enabled us to counter the<br />
fast growing enthusiasm for single portion coffees.<br />
William J. Ivany<br />
CEO<br />
Thanks to the strong development in the field of filter<br />
papers, we reached a total of double-digit sales growth.
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