Bama Gruppen

HoReCaThe market for fruit and vegetables forHoReCa stabilised in 2010 following a markeddownturn in 2009. Many factors are makingBAMA optimistic about future developments,not least higher sales to the public sector.bAMA HoReCa’s business areaserves the market through threesales channels: HoReCa (hotel,restaurant and catering), pubicsector and the business market. BAMA aimsto be perceived as the customer’s best partnerin all the above channels. The offering catersfor all needs 24 hours a day, and includesconcepts for breakfast, lunch, evening mealsand snacks. Total sales fell by 0.9 per cent in2010. However, sales rallied strongly in thesecond half of the year, a trend which looks setto continue in 2011. The greatest contributioncame from public sector sales, which wereup more than 12 per cent. Several major newcontracts were gained in this channel on theback of a committed focus on competitivetenders. The growth in the public sectorwas achieved despite a 13 per cent fall inofficial sales of subsidised fruit to Norwegianschools under the “Skolefrukt” scheme.Business market sales are roughly at the samelevel as in 2009, while the HoReCa marketslipped back slightly. The year also presentedchallenges in the form of ever-increasingcompetition, not least from small local andregional companies who are merging to formmore effective entities.More BAMA on your plateInnovation is critical for success in the HoReCamarket. We monitor trends and maintainan active dialogue with our customers inorder to highlight new needs and wishes.We collaborate closely with both BAMAIndustry and BAMA Trading on new conceptsand products. Several new concepts wereintroduced last year, including Brain Food forthe Radisson Blu hotels (launched 2011). Underthe slogan “More BAMA on your plate” wehave systematically worked to raise awarenessthat more fruit and vegetables on guests’plates reduces costs – and make meals moretempting and colourful. Our product quality,innovation and delivery precision are highlyvalued in the market. This was confirmed yetagain by 2010 “Supplier of the Year” awardsfrom Umoe Restaurant Group, Choice Hotelsand Gress-gruppen (a purchasing partnershipbetween Rica Hotels, Compass Group Norgeand The Rezidor Hotel Group).Target of outstrippingmarket growthProduct development will also play a key rolein future initiatives and will be based on anumber of clear market trends: the desirefor healthy, nutritious and preferably shorttravelledfood delivered through concepts thatare easy to handle and serve. It is important tobe able to respond rapidly to new wishes andneeds and the partnership between BAMAIndustry and BAMA Trading will continue tobe pivotal in this respect. BAMA HoReCa hasdrawn up a strategy plan to 2014 designedto ensure that the division achieves highergrowth than the market as a whole. The planis firmly embedded in our desire to be thebest collaboration partner for our customers.This in turn requires us to lead the way inproduct development and innovation, andwith this in mind we have been focusingparticularly strongly on the final stages of thevalue chain. In parallel with this, initiativesto make operations more cost-effective arecontinuing. The above measures are intendedto enable the business area to consolidate andstrengthen its leading market position overthe next few years.Sales performance15%20062007200820092010BAMA HoReCa is a market leader within the sale, marketing anddistribution of fruit and vegetables to the HoReCa market inNorway. The business area serves the market through three mainsales channels: HoReCa (hotel, restaurant and catering), pubic sectorand the business market.1 316- 0.9%1 329- 5.8%1 411+ 14.3%1 235+ 18.1%1 045+ 2%18 BAMA annual report 2010BAMA annual report 2010 19