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Relevant aspects 2014

  • Satisfactory recovery of the coffee crop in Colombia and coffee prices, which benefits the entire chain.
  • Promotional efforts in Colombia to energize the category.
  • The Oriental Coffee Alliance (OCA) begins in Kuala Lumpur to market, in partnership with Mitsubishi Corporation, our portfolio in Asia: Japan, Singapore, South Korea, Thailand, Myanmar, Malaysia, Indonesia, China, Brunei, the Philippines, Vietnam, Laos and Cambodia.
  • High increases and volatility in the price of the raw material throughout the year, well administered with different hedging strategies.

 

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img_txt_57Strategic challenges 2015

  • Energize the coffee category in Colombia, increasing per–capita consumption through product innovation, consumer education in preparation and benefits, and institutional programs to promote coffee consumption.
  • Consolidate the Colcafé brand in the strategic region.
  • Consolidate the strategic alliances in Asia, increasing our presence in the region, and in the United States with the involvement of new business partners.
  • Effective, massifiable innovation for Colombia and abroad.
  • Continue the hedging strategy to counter the environment of high volatility in the prices of green coffee.

 

 

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Miguel Moreno Múnera

[In Nutresa since 2003]

President