Bama Gruppen

history2010 historyABOUT A BANANA. At the same timethis is the story of BAMA. We have delivered freshfruit and vegetables to the Norwegian people formore than a century. To be able to do this we havebuilt up our business based on a non-negotiablerequirement for freshness. It’s all about expertiseand experience. It’s a question of precision andadvanced logistics. And it’s about satisfyingever-changing and more choosy demands fromNorwegian consumers.Welcome to BAMA’s 2010 annual report.A FRESH HISTORY.BAMA is Norway’sleading supplier of fruitand vegetables. Ourvision is a fresher andhealthier Norway. In 2011we celebrate our 125-yearanniversary.THIS ISBAMA/PAGES 2–3This is the story 1This is BAMA 2CEO 4From ground to table 6Strategic innovation 8Treading carefully 10THE FUTUREIS FRESH/PAGES 4–5BAMA – perfectly in tunewith important trends:a healthy lifestyleand healthy food.“Changing habits is animportant part of our job,”comments BAMA’s CEORune Flaen.Management highlights 12Grocery 16HoReCa 18Industry 20Service market 22Flowers 24January • Launch of extensive advertising campaignfeaturing sports stars in run-up to Winter Olympics.• Recall of salad products due to high bacteria content.February • Government Food Chain AssessmentCommittee formed to review influence in the grocerytrade sets to work.March • BAMA presents its first carbon accounts.• BAMA, the Norwegian Confederation of Trade Unions(LO) and the Federation of Norwegian Commercial andService Enterprises (HSH) arrange conference in CostaRica for banana exporters and European importers.Topic: CSR in the banana industry.April • BAMA Industri launches several salad andvegetable products.May • Bunnpris ends collaboration with BAMA. • Newthree-year agreement on supply of fruit baskets toDnBNor signed. • Floriss and Servicehandel are keysuppliers to the Eurovision Song Contest. • Launch ofred Cevita juice.June • Highest number of participants in Test ofStrength Trondheim to Oslo Cycle Race ensuresthat BAMA carries off the challenge cup. • In-housetransport business bundled into single company:BAMA Logistikk AS. • Norwegian national cookingteam participates in major campaign for Norwegianproducts.July • Statoil returns as BAMA Servicehandel customer.August • BAMA moves up 6 percentage points inmarket research company Synnovate’s reputationsurvey. • The first five units at BAMA are certifiedas Environmental Lighthouses. • BAMA Industrireceives the Buskerud Inclusive Working Life prize foroutstanding work.November • “Fruit and vegetables are healthy”commercial becomes a hit and achieves nearly300,000 visits on YouTube. • BAMA enters sponsorshipagreement with Norwegian Ski Federation on sportsnutrition.December • No increase in consumer growth for fruitand vegetables in Norway. • BAMA Storkjøkken namedSupplier of the Year by three important customerchains. • BAMA becomes majority shareholder inNature’s Management B.V., the Netherlands. • NordicLunch’s “Good” salads named Product of the Year by7-Eleven in Sweden.1886 – Established as a timber business by founderChristian Marius Emil Matthiessen.1905 – Agreement to supply wooden boxes to transportbananas in the UK and import bananas to Scandinaviasigned. The first bananas arrive in Norway.1915 – Banana imports achieve rapid growth. Ownbranches established in key locations. The expression“Banan-Matthiessen” enters the vernacular.1920 – Import of bananas deregulated in 1919. Thecompany expands strongly and the ripening sheds inStiftsgården and Statholdergården in Oslo are filled tocapacity.1930 – Fyffes bananas are in great demand and a newand modern ripening shed is completed at Filipstadkaiain Oslo.1940 – All import of fruit and vegetables ceases duringWorld War II. The new ripening shed at Filipstad isdevastated by an explosion in 1943.1950 – Currency restrictions introduced and Norwaybecomes a banana-free zone from 1947. The companystarts selling other goods categories. Marketequilibrium reestablished in 1957. Other tropicalproducts incorporated into range.1960 – Import of bananas deregulated after 20 years’scarcity. The company goes nationwide. Norwegianproduction included in the range. Market characterisedby strong competition.1970 – Major construction activity and upgrading oflocal terminals. Strong focus on competence-raising.Regulatory framework strongly impacted by Norwegianagricultural policy and market access secured throughactive organisation business.1980 – The company changes its name to BAMAGruppen AS. Marketing and product training steppedup. Producer organisation BAMA Grønt established.1990 – “5-a-day” campaign launched and majorsponsorship agreements signed. BAMA launchesfreshly processed salads. Major market changes leadto collaboration between Gartnerhallen and BAMA.Long-term partnership agreements entered into withNorgesGruppen and Rema 1000.2000 – BAMA’s sales quadrupled over the last ten years.2005 – Banana centenary advertising campaign inNorway; “Bend it like a banana” campaign launchedhelping to stimulate market supply of 200 millionbananas. The TV documentary programme Brennpunktputs critical spotlight on BAMA and the Bend it campaign.BAMA acquires Nordic Lunch in 2007.BAMA annual report 2010 57