380000 tonnes fresh products - Bama

2006 History
Operations
BAMA is one of the oldest trading companies
and the largest fresh and fresh
processed fruit and vegetable player
on the Norwegian market. The company
has built up a strong product and
distribution system that makes fresh
products available at the right time
and price from both Norwegian and
international producers. This requires
close cooperation throughout the entire
value chain.
Objectives
• BAMA shall be, and be perceived as,
the best supplier and business partner
for our customers.
• BAMA shall develop itself to be the
best marketing organisation and the
most efficient supplier of products with
a limited shelf life.
• BAMA shall be a growth driver in the
Norwegian market and shall ensure
that the company’s customers are market
leaders in fruit, vegetables and flowers
in their respective market segments.
Strategy and focus areas
Supply
In cooperation with the producer organisation
Gartnerhallen BAMA has a strong
foundation in Norwegian production.
Through research, product development
and innovation BAMA shall be competitive
with respect to quality and costs at all
times.
The supply of global quality products shall
be ensured through the greatest possible
direct contact with each individual producer
or supplier. These agreements have
been formalised and illustrate BAMA’s
requirements for the documentation and
follow-up of quality systems, production
processes and social conditions.
Systems for the traceability of all products
shall ensure fulfilment of the requirements
stipulated by the Norwegian
authorities with respect to food safety.
Operations
BAMA’s operational organisation is represented
throughout Norway. A continuous
follow-up of quality costs (rejection and
warranty claims), high stock turnover and
temperature control shall contribute to
Tomatoes are the main
ingredient in bruschetta.
cost-effective operations at all terminals.
The delivery frequency shall correspond
to the definition of fresh produce and the
vehicles used for distribution shall ensure
the correct temperature during transport
to the customers.
Market
BAMA shall be a category developer and
driver for its customers. The company
shall be a leading player for the product
development of fresh and processed fruits
and vegetables, and develop and adapt
individual chain concepts for all customer
segments. With a strong focus on the
entire value chain and a result-oriented
attitude, BAMA will be a guarantor of
profitability for its customers.
Corporate social responsibility
Through a comprehensive focus on the
entire value chain, in both a local and
global perspective, BAMA shall be able
to document the measures implemented
by the company to improve the environment.
BAMA shall also ensure that the adopted
guidelines for ethical trading, especially
with respect to third world countries, are
observed at all times by our suppliers and
in our own system. n
• Growth in the consumption of fruit and
vegetables continued in 2006. BAMA’s
development shows a combined growth
in volume of 4.5 per cent.
• The NRK programme “Brennpunkt”
discussed the ethical message BAMA
used in parts of its Bend-it Campaign
in 2005. The Consumer Council of
Norway followed up this matter and
came to the conclusion that this type
of marketing was in violation of the
Marketing Act. BAMA took this matter
very seriously.
• After a process of several years, BAMA
signed the agreement that secures
a central property at Nyland Syd in
Groruddalen for the company. The study
phase with respect to utilisation of the
property has started.
• BAMA entered into an agreement
for the sale of its ownership interest
in Gro Industrier to Findus Norge AS.
The Norwegian Competition Authority
approved the transaction in May 2007.
• BAMA entered into an agreement with
Synnøve Finden ASA for the repurchase
of all shares in Nordic Lunch AS. The
acquisition is expected to provide
considerable synergies in the service
market.
• In 2006 BAMA strengthened its focus
on corporate social responsibility by
developing its own strategy and
establishing a separate department for
this area.
• The cooperation agreements with
the Football Association of Norway and
the Norwegian Biathlon Federation was
renewed.
• During the year, over 30,000 children
and young people participated in 50
sports events sponsored by BAMA,
where the importance of physical
activity and a proper diet was stressed.
• A pilot project was launched with the
intention of providing employees an
opportunity to improve their quality of
life by focusing on a better diet,
physical training and mental health.
1886 - Established as a timber business by
founder Christian Marius Emil Matthiessen.
1905 - Contracts signed for the delivery of
wooden crates for the transport of bananas in
England and import of bananas to Scandinavia.
The first bananas arrived in Norway.
1915 - Banana imports showed strong growth.
Branch offices established in key cities. “Banana
Matthiessen” became a popular expression.
1920 - Banana imports were liberalised in
1919. The company expanded greatly and
the capacity of the ripening rooms in the
Stiftsgården and Statholdergården buildings in
Oslo was bursting at the seams.
1930 - Fyffes bananas was a brand in great
demand and a new and modern ripening
facility was completed at Filipstadkaia in Oslo.
1940 - All fruit and vegetable imports stopped
during the war. The new ripening facility at
Filipstad was destroyed by an explosion in 1943.
1950 - Foreign currency restrictions introduced
and Norway was without bananas from 1947.
Other product categories were traded. The market
balance was restored in 1957. Other tropical
products became part of the product range.
1960 - Banana imports liberalised after twenty
years of scarcity. The company became a
nationwide player. Norwegian products introduced
as part of the product range. The market
is characterised by strong competition.
1970 - A great deal of construction work and
upgrading of local terminals. Strong focus on
competence development. Framework conditions
characterised by Norwegian agricultural
policies and access to markets is ensured
through active organisational activities.
1980 - The company’s name is changed to BAMA
Gruppen AS. Marketing and product training are
intensified. The BAMA Grønt producer organisation
was established.
1990 - The “5 a day” campaign launched and
major sponsorship agreements are entered into.
Separate production plant for salads established
in Lier. Major changes in the market resulted in
the merger of Gartnerhallen and BAMA. Longterm
cooperation agreements entered into with
NorgesGruppen and Rema 1000.
Thirty per cent of BAMA’s volume of tomatoes is produced in Norway by Gartnerhallen’s producers.
• The old Filipstad banana was moved to
the sculpture park at the Høvikodden
Art Centre.
• The BAMA salad and production facility
in Lier celebrates its 10-year anniversary.
2000 - BAMA’s turnover quadrupled over the
last ten years.
2005 - The “Bend-it like a banana” anniversary
campaign to celebrate 100 years of bananas in
Norway is launched and supplies the market
with 200 million bananas.
BAMA Annual Report 06 BAMA Annual Report 06
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