Since Company Overview

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1 The taste of things made with love. Il gustodellecose Since Dal 196 Company Overview Presentazione Aziendale La Felinese Salumi S.p.A.. Via A. Moro 4/A Felino Parma (Italy) Tel e.mail: La Felinese Salumi S.p.A.. Via A. Moro 4/A Felino Parma (Italy) Tel e.mail:

2 La Felinese Salumi Spa, founded in 1963, is a family business located in Felino (Parma, Italy) specialized in the production of a wide range of high quality deli meats. La Felinese has a turnover of approx. 70 million uro and a production of 7,500 tons, it employs more than 200 staff in its production plants, each one dedicated to specific product lines. The product range is varied and includes The Italian Classic Deli Meats, such as Parma Ham (P.D.O.), Salame Felino (P.G.I.), Coppa di Parma (P.G.I.), Mortadella Bologna (P.G.I.), High Quality Cooked Hams, Salami Milano, Hungarian Salami, Traditional Pancetta. All products are rigorously manufactured in owned production plants. The segment of pre-sliced products is by far the most significant one with a production of 2,100 tons and it accounts for almost 50% of total sales. La La Felinese Salumi S.p.A. S.p.A PRESENTAZIONE -Company Overview AZIENDALE Page 2

3 Key Years in the Company s 1963 Four friends and colleagues P.Aschieri, S.Baratta, N.Lori and R.Spotti found La Felinese. They start with a simple idea: supply the refined specialties from Parma, salami and pancetta, to customers A new production plant is built and the company starts producing Parma Ham The new plant in Felino at via Aldo Moro 4 sees the inauguration of new lines that significantly increase the product range (Cooked Hams and Mortadella) La Felinese purchases a plant for the production of drycured hams with the aim of increasing its production capacity The production of sliced meats begins in the plant of Via Moro 4. The fact of producing all the raw materials gives the Company a strong competitive advantage. In 2013 the Company celebrates its 50 the anniversary A new plant is built to meet the growing demand for sliced products. In less than 10 years, sliced products become the company s most significant segment. La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 3

4 Key Sales ( m) Ricavi( m) Breakdown of Sales by Product Line Ricavi per Linea Prodotto Coppa 2% Other 2% Mortadella 5% Pancetta 7% Salami 8% Dry-cured Hams 14% Cooked Hams 14% Sliced products 48% La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 4

5 Domestic Market Sales Export 15% Italy 85% Total sales Industry 9% Retail/ Wholesale 32% Large Retail 59% Domestic sales Le vendite in Italia rappresentano la parte più Sales in Italy account for the largest share. importante Le Large vendite Retail nella sales are Grande concentrated Distribuzione in sono some concentratein large Retailers. alcune grandi Catene Le Traditional vendite Retail nel Dettaglio sales are managed Tradizionale sono by coordinate more than dal oltre 8 0 operators 70 addetti (Area (Capi Area+Agenti) e Managers+Agents) sono indirizzate all Alta and Salumeria are targeted Specializzata e to Distributorilocali. Specialized Deli Shops and Local Distributors. Continuano le collaborazioni con alcuni grandi industrie Relations italiane of collaboration soprattuttowith nel some segmento large dei Italian preaffettati. companies continue especially in the pre-sliced meat segment. La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 5

6 Development of Foreign Market Breakdown of Sales by Area Export Countries 14% Italy 86% Others 26% Canada 7% Sweden 7% France 10% Russia 18% Products are exported to more than 25 countries worldwide: Europe, Russia, Norway, Switzerland, New Zealand, Hong Kong, Japan, Canada, China and other countries. The breakdown is 65% to EU countries and 35% to non-eu countries. Austria17% Germany 15% Sales abroad have recorded an excellent increase in the last six years. Total sales have exceeded 10 million euro and account for 15% of total sales. The highest sales volumes are achieved via local importers (about seventy). The main sales driver are sliced products Sales Trends Abroad ( m) and % of sales out of total Company sales 18% 16% 14% 12% 6 10% 8% 4 2 6% 4% 2% %

7 Sliced Products Sales Trend of Sliced Products ( m) and % of sales out of total Company sales Pre-sliced I Prosciuttidry-cured preaffettati hams (Parma (Parma Dop, Nostrano, Ham P.D.O., Estero) Nostrano, sono il primo MEC prodottocon Ham) are the volumiannuali best seller di 560 tons with 560 tons/year. La Felinese Salumi offre un ampia gamma di prodotti, La infelinese buona parte Salumi a marchio offers a privato wide range (vengono of products, gestite mostly oltre 250 for private referenze) labels (more than 250 SKUs). Most of these SKUs are produced in our plants, therefore La maggior we can parteproudly di queste say: referenze sono prodotte nei nostri impianti produttivi, pertanto siamo orgogliosidi dire: La Felinese li fa poi li affetta La Felinese makes them and then slices them! Pre-sliced products are the core business and the fastest growing line. Gli Double affettati digit sonogrowth il core businessaziendale in the last five years e la linea 15 conby lafar maggior on top crescita of the market growth rate (+21%). Crescita doppia negli ultimi cinaue anni, molto maggiore rispetto al tasso di crescita del mercato (+21%). Coppa 8% Salami 13% Pancetta 8% Bresaola 3% Mortadella 21% Product Mix Other 5% Matured Dry-cured Products 23% Cooked Hams 21% La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 7

8 Our Production Felino, Parma, Via A.Moro 8/A Production of pre-sliced meats; 18,000 sqm (5,000 roofed); Production capacity: 150,000 packs/day BRC, IFS Felino, Parma, Via A.Moro 8/A Produzionedi prodottopreaffettato; mq (5.000 coperti); Capacità produttiva: conf/giorno BRC, IFS. Sala Sala Baganza, Baganza, Parma. Parma. Production Produzionee and maturation stagionatura of Dry-cured ProsciuttoCrudo Ham mq coperti 4,500 sqm roofed Capacità produttiva: pz anno Production BRC, IFS capacity: 250,000 pcs/year BRC, IFS Felino, Parma, Via A.Moro 4/A: Production of: Cooked hams, Mortadella, Felino, Parma, Via A.Moro 4/A: Produzione di: Prosciutti Cotti, Pancetta, Mortadelle, Coppa, Pancette, Salami. Coppe, Salami mq ( coperti). Capacità produttiva: tons annui 20,000 sqm (15,000 roofed). Production capacity: 4,500 tons/year Felino, Parma, Via Garibaldi, 18. Felino, Parma, Via Garibaldi, 18. Stagionatra Maturation Prosciuttocrudo of dry-cured ham mq coperti 6,000 sqm roofed La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 8

9 Production Inside our plants, manual processing techniques, based on a wealth of know-how handed down from generation to generation are perfectly integrated with the production cycle, and the high quality of our typical products, i.e. Parma Ham, Salame Felino, the Specialities of Parma, Cooked Hams, Mortadella and different types of Pancetta, is the result of a very fine balance between traditional recipes and cutting-edge technology. All interno dei nostri impianti le tecniche di produzionemanuale, basate sulla ricchezza dell esperienza tramandata da generazione a generazione sono perfettamente integrate nel ciclo produttivo e l elevata qualità dei nostri prodotti tipici, come il Prosciutto di Parma, il Salame di Felino, le Specialità di Parma, I Prosciutti Cotti, le Mortadelle e le varie tipologie di Pancette, sono il risultato del binomiodelicato tra le ricette tradizionali e le tecnologied avanguardia. Il nuovoimpiantodi preaffettato è un esempiodi tecnologiad avanguardia applicata alla produzionetipica con l obiettivodi preservare qualità e sicurezza: il processoproduttivoavviene in sette camere bianche, due delle quali sono classe 100 (l aria all interno è ricambiata almeno 70 volte all ora). Il prodotto affettato viene deposto manualmente all interno della busta e confezionato in atmosfera protettiva. L intero processoè studiato per preservare la freschezzadei nostri prodotti. The new slicing plant is an example of state-of-the-art technology applied to a typical production with the aim of granting quality and safety: the production process takes place in seven cleanrooms, two of which are class 100 (the air inside the cleanroom is recirculated at least 70 times an hour). The pre-sliced product is laid inside the pack by hand and packed in a modified atmosphere. The entire process is designed to preserve the freshness of our products. La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 9

10 Brand The Company operates on the Italian market with two brands: Felinese, dedicated to Large Retailers and Distributors, and Tesori del Castello, dedicated to Traditional Retailers featuring Italian premium traditional deli meats. Belle&Fresche Alta Salumeria and Linea Classica are the brands of pre-sliced products. Distributori, e Tesori del Castello, linea dedicata al Dettaglio Tradizionale che si caratterizza da un offerta premium con prodottidella grande tradizionesalumiera italiana. Belle&FrescheAlta Salumeria e Linea Classica sonoi marchi dei prodottipreaffettati La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 10

11 Product Range Deli Counter er La Felinese offers a wide range of selected high quality deli meats. Parma Ham with bone and boneless, Matured Dry-cured Hams, High Quality Cooked Hams, Salami, Pancetta, Coppa and Mortadella. These products are made from highly selected raw materials and are prepared using traditional recipes. Pancette, Coppee Mortadelle Questi prodottiderivanoda una ricette tradizionali La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 11

12 Pre-sliced Belle & Fresche Alta Salumeria è la più importantelinea di prodotto. Punti di forza: Belle & Fresche Alta Salumeria is the most important Product Line. Strengths: Wide product portfolio (1 P.D.O., 3 P.G.I., most SKUs are made using Italian raw materials that are ISO 22005:2007 certified) Great product visibility Grande at the visibilità point del of sale prodottoe sul puntovendita Fixed weight 100g: lower pack price without compromising on quality Ampio portafoglio di prodotti (1 Dop, 3 Igp, la maggior parte delle referenze sono prodottecon materia prima di origineitaliana certificata ISO 22005:2007 Peso fisso da 100g: battuta di cassa più contenutasenza rinunciare alla qualità La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 12

13 Pre-sliced bassa, senza rinunciare, comunque,alla qualità del prodotto avendoanche una scelta moltovaria Linea Classica was developed to meet the need for fast consumption, including out of home, with a low pack price without compromising on product quality and having a very wide assortment. We have diversified the SKU weights (fixed): 50g / 70g / 80g packs Increased product visibility for consumers for easier choice. Abbiamodiversificatoil peso(fisso) delle referenze: vi sonoconfezionida 50g / 70g / 80g Visione facilitata per il consumatorein quanto la confezioneè molto aperta in modo che possa scegliere più facilmente La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 13

14 Strategy Investing in high potential segments, exports and pre-sliced products in such a way to continue promoting Italian high quality deli meats. The segment of pre-sliced meats is expected to be the company growth driver with the target of generating a 50% growth in overall sales in the next five years. Continuous investments in high quality products and control of production processes from raw materials to pre-sliced products to keep our strong competitive advantage. Focusing on cost optimization and production efficiency to offer higher quality at competitive costs. Keeping the close tie with the area of Parma and generating growth through tradition and taste. La La Felinese Salumi S.p.A. S.p.A PRESENTAZIONE -Company Overview AZIENDALE Page 14

15 La Felinese Salumi S.p.A. Registered Office: V. A.Moro 4/A Felino - Parma Italy La FelineseSalumi S.p.A. Sede Legale: V. A.Moro 4/A Felino Parma - Italy Tel Tel info@felinese.it info@felinese.it The taste of things made with love. Since La Felinese Salumi S.p.A. PRESENTAZIONE AZIENDALE Page 15