Natra celebrates 70 years of history
Natra’s beginnings date back to 1943, when three Valencian chemists laid the foundation of what would be for many years the only company in the world that used all of the cocoa bean.
Natra, Spanish listed multinational, a reference in the manufacture of chocolate products and cocoa derivates, with a specialized approach to distribution brands and other food companies, celebrates this year its 70th anniversary in the cocoa industry.
Natra’s beginnings date back to 1943, when three Valencian chemists laid the foundation in the city of Valencia of what would be for many years the only company in the world that used all of the cocoa bean, as it obtained out of them theobromine, caffeine, cocoa mass, cocoa butter, cocoa powder and organic fertilizers, serving industries as diverse as pharma, soft drinks, cosmetics, chocolate, confectionery and agriculture.
Natra was founded as A. Benlloch – Laboratorios Natra, whose object was the extraction and purification of theobromine, a natural alkaloid only found in cocoa, which was highly valued in the pharmaceutical industry. The cocoa shells were acquired in Equatorial Guinea, then a Spanish province, which led the founders to settle there in 1950. It was this contact with the world of cocoa which led them to extend their activities to the field of food, using the whole of the cocoa bean instead of just the shell.
It was also in 1950 when the company moved to a new plant built in Mislata (Valencia), and it continued to develop successfully in the industries of both natural extracts -and, particularly, caffeine, an alkaloid closely related to theobromine-, and all cocoa derivatives for the food industry.
In 1978 Natra started trading on the Spanish Stock Exchange, first in Valencia and later in Madrid, in 1991, being one of the few food and pharmaceutical companies present in the Spanish stock market.
In the first decade of the new century Natra undertook the spin-off of its ingredients activity –with the establishment of its subsidiary Natraceutical-; the diversification into the production of chocolate products and the acquisition of four plants in Europe, which allowed the creation of a complete product portfolio that currently includes chocolate coatings, chocolate and cereal bars, Belgian chocolates and truffles, chocolate tablets and spread creams.
But probably one of the most important strategic decisions for Natra in the last decade was the specialization of the company towards the distribution brand (private label), which turned Natra into one of the leading suppliers among the largest global distributors.
The company currently maintains business relationships in sixty countries on five continents, to which Natra provides one of the most extensive product portfolios in Europe, supported by constant innovation and research work on new recipes and packaging solutions.
Currently, Natra’s cocoa and chocolate team comprises around 1,000 people, mainly located in the company production plants of Quart de Poblet – Spain (145 people), Oñati – Spain (550), Belgium (350) and France (120).
This business ended 2012 with a turnover of 326.62 million euro, 20% of which already outside Europe. For the coming years, Natra will focus on further development of the company into new export markets outside Europe and on fostering long term partnership with its customers, having quality and innovation as fundamental pillars for the sustainable development in the long run.
70 years of past history since Arturo Benlloch, Alvaro Faubel and Juan R. Ferrándiz started the first laboratory tests in their small premises in Valencia until a strong international position now that allows the company to look to the future with renewed goals.
Natra develops a new generation of powdered chocolate: the granulated chocolate powder
The industrial goods division of Spanish multinational Natra, which is specialized in the production and commercialization of cocoa- and chocolatederived products, has developed a new granulated chocolate powder, characterised by a greater degree of stability and ease of manipulation in industrial applications.
Natra has developed a new granulated chocolate powder that is stable at room temperature, which means that it does not melt at the temperature of traditional chocolates, thus maintaining its flowability. The product also retains all the essential ingredients of chocolate, thus ensuring all the flavour and colour of real chocolate while opening up a wide range of complementary applications to those permitted by products such as cocoa powder or defatted powdered chocolate.
As a powdered chocolate, the qualities of this new product position it in front of the value chain of the Industrial Goods Division of Natra, from which the company marketed up to date cocoapaste, powder and butter as well as liquid and solid chocolate coatings.
PDue to its stability and workable condition, this powdered chocolate is particularly suitable for applications in the pastries and ice cream industries. Its granulated powder texture also makes it highly suitable for mixing with liquids, thus facilitating its application in a long list of non-solid products, such as milkshakes.
Natra presented its new granulated chocolate powder during the Institute Food Technology 2012 Fair, which was held in Las Vegas (USA) towards the end of June. The new product was met with a highly positive reception by the North American industry.
The product is now available for manufacturing and Natra will shortly launch a presentation campaign for its clients, with a special focus to be placed on food-industry businesses in Europe and North America with a strong R&D presence in their production processes.
Natra’s industrial goods division is Spain’s leading cocoa bean miller and the largest national supplier of cocoa and semi-prepared products for industries which employ cocoa-derivates as ingredients (chocolate-, biscuit-, ice-cream-, dairy-product manufacturers, etc.). From the facilities of this division in Valencia (Spain), Natra produces more than 35 thousand tonnes per year of cocoa derivatives and chocolate coating, which the company markets in 60 countries on the 5 continents.
In 2011, the turnover of the Cocoa and Chocolate Business reached 327.13 million euros (+8.4% compared to 2010). The Industrial Goods Division’s sales grew by 4.3% to 84.2 million euros. 80.2% of the Division’s turnover is concentrated in Europe, which showed growth of 7.3% over 2010, while sales in markets outside of Europe grew by 3.4%
According to Natra CEO Mikel Beitia: “This new development forms part of Natra’s strategy to develop its own, innovative added-value offer in both its divisions (Industrial Goods and Consumer Goods), together with an increase in its trade relationships outside Europe, as was announced recently following new trade agreements established in United States and Asia”.
Natra drives its growth strategy in Asia with the signing of a supply contract in China
Natra has taken another step in its expansion project outside Europe, after entering into a supply contract with one of the reference distributions of chocolate products in China.
In a first phase, the agreement provides for the marketing of Belgian chocolates throughout the territory of China, excluding Hong Kong and Macao. The contract establishes a minimum commitment of sales for 2012, with progressive growth over the next two years. However, the proper conduct of trade relations between the two companies so far seems to indicate that final sales will exceed that amount, enabling Natra to reach an increase of 70% in its turnover in this area in 2012.
The export activity of the Consumer Goods Division of Natra currently covers 42 countries on the four continents outside Europe. In 2011 the Division’s sales in markets outside of Europe grew 54.8% over the previous year, reaching 25.75 million euros and representing 10.6% of total turnover of the Consumer Goods Division, with a special focus on America and Asia-Pacif.
Natra’s new partner in the Asian country has a multi-channel marketing approach, which allows him to distribute its product portfolio in retail chains, shopping centres and the internet, among others, through a network of distributors in each province.
The increased demand for Belgian chocolate in Asia has allowed this Chinese distributor to obtain annual growth around 30-40% since it started its import activity of chocolates in 1998. These increases have been the reason that the company has had to seek new suppliers with greater capacity to meet demand in the area.
According to Mikel Beitia, CEO of Natra, “The firm decision that Natra took two years ago to extend its business model outside of Europe is evolving at a rapid pace and, although our activity in China is not yet relevant, the signing of this contract confirms the expectations for growth in this key market for Natra’s future.”
New distribution platform
Since January 2012 Natra has a new sales and distribution platform that is intended to boost all commercial synergies of the different business units of the consumer goods division, especially in regard to sales, logistics and distribution, marketing, and administrative management.
In implementation of several resolutions of the Board of Directors of Natra SA relating to operational reorganization of the Group, since January 2012 Natra has a new sales and distribution platform that is intended to boost all commercial synergies of the different business units of the Consumer Products Division, especially in regard to sales, logistics and distribution, marketing, and administrative management.
The new integrated platform, which has been constituted under the name of Natra Chocolate International, one hundred percent subsidiary of Natra SA, will manage at an early stage those markets in southern and central Europe, Germany and some export countries. At a later stage, Belgium, Netherlands and United Kingdom, as well as other markets, will be added gradually.
This way, all the sale and distribution processes of the different types and varieties of bars, chocolates, spreads and tablets, including the logistics of the same, are to be merged into a single platform, thus avoiding duplication and economic and organizational inefficiencies. Also, the new platform will enable cost savings and rationalization of the structure to achieve greater competitiveness and better customer service. Up to now, all these activities were carried out by the different business units of the Group.
As part of creating the new platform, Natra SA has undertaken several corporate transactions within the Group, among which are transfers of commercial activity and / or goodwill to Natra Chocolate International from the operating subsidiaries in France and Spain.
Natra increases its exports and strengthens its commercial presence outside Europe
The project of commercial expansion outside Europe, which Natra announced in 2010, is now giving off visible after consolidating specialized sales teams in these international markets, with significant growth in revenues and production volumes, and a portfolio of premium products designed for the specific needs of the different markets and consumer cultures.
At the end of 2011, the turnover of the Final Product Division of Natra in non-European markets increased by 52% over the previous year, reaching around 30 million Euros, and representing 12.4% of the turnover of this division. The company expects sales in these markets to grow around 35% in 2012, together with an increase in production over 20%.
After the first two years, the export activity of the Final Product Division of Natra currently covers 42 countries outside Europe, with a special focus in North America (42% of the sales outside Europe), and Asia Pacific-Oceania (25%), all through an own sales network onsite.
In the North American market, the growth of the private label in traditionally brand-consumer countries is accelerating the entry of Natra as a supplier of leading retail chains, while the productive capacity of the company and its competitive price is enabling Natra to establish important manufacturing relationships with brands. In this sense, the company has recently closed a contract with one of the benchmarks in the U.S., which will represent around 25% of the production that Natra expects to allocate to this market in 2012.
In parallel, increased demand for Belgian chocolate in Asia is also allowing Natra to make significant progress in this geographical area. As an example, in 2011 the company increased eightfold volume of chocolates sold in China. The good advance of export projects is motivating the company to strengthen the sales team in this area.
According to Mikel Beitia, CEO of Natra: “The business plan of the company for these new markets is based on gradually replicate in all of them the development model already consolidated in Europe and subsequently initiated in North America, where Natra has managed to establish strong business relationships with leading retailers, relying on a strong production capacity, an active policy of innovation and product development and a strong flexibility and responsiveness to the needs of each customer”.
Natra will disclose the full results of its activities for 2011 on 29 February, after the market close.
