Optimistic, Melitta predicts revenue of $ 1 billion in the country in two years

Despite economic uncertainty and the prospect of modest growth in the country, the Melitta Brazil continues to bet on the company's expansion and provides for greater participation in the marketplace of cafeterias and filters. With increasing investment, especially in search and advertising, the goal to achieve gross sales of r $ 1 billion may be anticipated within two years, to 2015.
Last year, the company's gross revenues in the country amounted to r $ 812 million, 13% more than in 2011. To 2013, it is estimated to grow 11% more and reach the $ 902 million. In 2012, the Melitta Brazil accounted for 20% of world turnover of German family company, privately held, chaired by members of the third and fourth generations of the family Bentz, who founded the business for more than a century.
In 2008, administrators drew as a goal to achieve $ 1 billion in gross revenues in 2017, but the President and CEO of Melitta Brazil, Bernard Wolfson, claims that the number could be reached before, maybe in 2015. According to him, ten years ago the company registers double-digit annual growth. "We're still very optimistic about Brazil," he says.
Only in the segment of cafés – with the Melitta brand and Bom Jesus-revenues increased 14% in 2012, while sales of filters increased 7%. The Café Bom Jesus, Rio Grande do Sul, was acquired by Melitta in 2006 and has a greater presence in the southern region, which comprises, along with Sao Paulo, the largest market for the company. The plan for the coming years is to grow in other States and regions.
For this year, the company envisages investments of r $ 70 million (compared with more than $ 60 million in 2012) in research, propaganda and actions with consumers and customers. Are also provided for contributions of $ 14 million in factories – in equipment, increased capacity and quality – and move to a new Office in Sao Paulo. Last year, investments in plants totaled r $ 6 million.
The company has three factories in the country, two coffee roasting-a in Avaré (SP) and the other in Bom Jesus (Rio Grande do Sul) – and one in Guaíba (RS) for manufacture of filters and industrial papers. The company also sells accessories such as vases and filter support.