fan milk group annual report 2012
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Fan Milk Group Annual Report 2012TRANSCRIPT
FAN MILK GROUPANNUAL REPORT
2012
FAN MILK INTERNATIONAL A/SSofiendalsvej 88ADK-9200 Aalborg SVDenmarkTel.: +45 96 33 80 00Fax: +45 98 18 93 22www.fanmilk.com
WEST AFRICANCONSUMER
SERVING THE
CONTENTS
The Fan Milk Group operates in six West African countries. Since 1960, the Group has produced and sold affordable frozen dairy and juice products to consumers through a unique street vending system.
Through persistent leadership and innovation, Fan Milk has adapted to the local environment and proven its business model is sustainable for long term growth.
Over the years, the Group has created thousands of jobs and today employs more than 1,700 people.
The Group sells its products through a network of more than 25,000 vendors and indoor sales points.
The Group contributes positively to all stakeholders; shareholders, employees and the societies in which we operate.
Corporate structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Chairman’s introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Consolidated financial highlights and key ratios . . . . . . . . . . 4Management’s review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
An iconic brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16In focus: Growth in the West African economies . . . . . . . . . 19In focus: The rise of the West African consumer . . . . . . . . . 21Fan Milk – A best-in-class example . . . . . . . . . . . . . . . . . . . . . 22Fan Milk – Connecting with the West African consumer . . . 27Corporate Social Responsibility . . . . . . . . . . . . . . . . . . . . . . . . 31
Theme: Serving the West African consumer
100% 57% 67% 100%
100%
100%
100%
Fan Milk Group · Annual Report 2012 · Corporate structure2 Chairman's introduction · Fan Milk Group · Annual Report 2012 3
EmidanDenmark
Fan Milk InternationalDenmark
Fan MilkGhana
Fan MilkNigeria
Fan MilkTogo
Fan MilkBenin
Fan MilkCÔte d'Ivoire
Fan MilkBurkina Faso
With an underlying revenue growth of 20 per cent and continued strong margins, the 2012 accounts represent the strongest financial performance in the history of the Fan Milk Group and confirm the potential of our business and markets. Looking ahead, substantial potential characterises all our markets which comprise some of the fastest growing economies in the world. Adding to this, the region has the world’s fastest growing population and a rapidly increasing urbanisation, which lends favourably to our business model and distribution system.
With over 50 years of experience serving high quality dairy products and refreshments to West African
consumers, we are uniquely positioned to capture our share of the expected growth. We have a resilient and highly experienced organisation and a leading brand position. Recently completed market studies confirmed that Fan Milk is the leading brand in its category and beyond. We interpret this as a confirmation that Fan Milk is a bestinclass example of how to capture the loyalty of the West African consumer today and in the future.
On behalf of Fan Milk International, I am pleased to present our Annual Report 2012.
Preben SunkeChairman
ChAIRMAn’SInTROduCTIOn
The 2012 accounts represent the strongest financial performance in the history of the Fan Milk Group
CORPORATe STRuCTuRe
nigeria37%
Togo Group11%
CÔte d'Ivoire4%
Ghana48%
REvENuE SplIT
0
100
1990
2000
2012
200
300
400
500
600
700
800
900
REvENuE M.DKK
Fan Milk Group · Annual Report 2012 · Consolidated financial highlights and key ratios4 Consolidated financial highlights and key ratios · Fan Milk Group · Annual Report 2012 5
COnSOLIdATed FInAnCIALhIGhLIGhTS And KeY RATIOS
IFRS
2012T.dKK
IFRS
2011T.dKK
dK GAAP
2010T.dKK
dK GAAP
2009T.dKK
dK GAAP
2008T.dKK
Revenue 879,641 750,677 772,143 633,361 634,287Index 139 118 122 100 100
Gross profit 514,966 427,211 437,935 368,664 332,157Index 155 129 132 110 100
Profit before depreciation, amortisation, etc. (eBITdA) 251,149 197,537 206,309 158,962 124,270Index 202 159 166 128 100
Operating profit (eBIT) 152,766 131,337 147,182 119,890 87,740Index 174 150 168 137 100
net financials 13,225 10,659 10,253 14,799 23,174Index 57 46 44 64 100
Profit for the year 98,877 90,507 97,359 76,346 48,725Index 203 186 200 157 100
Profit for the year, attributable to owners of the parent 57,237 60,709 61,348 48,935 32,519Index 176 187 188 150 100
Total assets 880,912 797,025 539,715 418,304 372,097Index 237 214 145 112 100
Investments in property, plant and equipment 151,772 198,813 104,700 78,754 31,733Index 481 627 330 248 100
equity 534,813 516,063 326,124 227,739 170,560Index 314 303 191 134 100
equity attributable to owners of the parent 368,052 335,337 218,774 154,632 115,547Index 319 290 189 134 100
net interestbearing debt 7,263 41,631 12,369 21,525 65,033Index 64 33 100
Gross profit ratio 58.5% 56.9% 56.7% 58.2% 52.4%
Return on equity 18.8% 18.4% 35.2% 38.3% 31.3%
Return on invested capital (ROAIC) 37.6% 36.3% 52.3% 49.5% 40.5%
Profit margin 17.4% 17.5% 19.1% 19.0% 13.8%
equity ratio 60.7% 64.8% 60.4% 54.4% 45.8%
Average number of employees in the years 1,769 1,819 1,871 1,803 1,723
M.dKKREvENuE
M.dKKEBITDA
M.dKKCASH FlOW FROM OpERATING ACTIvITIES M.dKKCApITAl EXpENDITuRE
%RETuRN ON INvESTED CApITAl
%EBITDA MARGIN
INCOME STATEMENT
BAlANCE SHEET
RATIOS
262011
292012
7512011
8802012
7722010
6332009
6342008
362011
382012
522010
502009
412008
1982011
2512012
2062010
1592009
1242008
272010
252009
202008
1562011
2622012
1382010
1232009
1992011
1522012
1052010
792009
Management's review · Fan Milk Group · Annual Report 2012 7
2012 continued the long term growth trajectory of the Fan Milk Group. The significant investments made over the course of recent years are paying off and have made the production and distribution of our high quality products even more efficient and cost effective.
Our two largest markets, Ghana and nigeria, have been the drivers of revenue growth and both have sustained strong profit margins.
however, our expectations for 2012 have not been met in all markets. The Fan Milk Togo Group continues to struggle to return to its growth path. The political and macroeconomic situation has been challenging for businesses in general. We are, however, confident that we have made the necessary adjustments and that we are on the right track to return to historical growth levels.
Another challenge was addressed in 2012 with the closing of our Fan Milk Liberia operations. It turned out that the Liberian market did not live up to our expectations, and as a result we decided to stop the activities in midOctober.
entering 2013, we are in a unique position. Our business is streamlined and ready for continued growth. On top of this, we find ourselves in a market with many positive external factors;
Our markets comprise some of the fastest growing economies in the world
A strong population growth and rapid urbanisation are bringing a surge of new consumers into our markets
Consumer spending is rising fast, as is the number of economically active consumers
uNDERSTANDING OuR MARkETS EvEN BETTERAlways focused on our consumers and trends in the market, we have produced extensive market studies to help secure our positioning and ensure that we are ready to capture a large share of the expected future growth.
A pOWERFul BRAND WITH A RICH HERITAGEA brand survey carried out in 2012 confirmed that Fan Milk is the best known and strongest food and beverage brand in our markets.
Fan Milk is found to be a very wellliked brand, outperforming even global iconic brands, with an extremely strong image of having good taste, convenient pack aging and offering value for money.
Fan Milk is seen as one of the most popular brands, for everyone and strongly associated with happiness and fun.
SERvING THE WEST AFRICAN CONSuMERIn this year’s report, we will share why Fan Milk is a bestinclass example of how to capture the loyalty of the West African consumer today and in the future.
MAnAGeMenT’SRevIeW 2012
OuR BuSINESS ISSTREAMlINED AND READYFOR CONTINuED GROWTH
Overall, we have been confirmed in our belief that Fan Milk has the right approach and strategy on how to capture the loyalty of West African consumers today and in the future.
Management's review · Fan Milk Group · Annual Report 2012 9
REvENuE AND GROSS pROFITThe consolidated revenue reached dKK 880m (dKK 903m in local currencies), which represents a growth of 17 per cent in dKK against 2011, and a growth of 20 per cent measured in local currencies. Gross profit was dKK 515m (dKK 528m in local currencies) against dKK 427m in 2011. due to a positive development in raw and packaging material prices and price increases towards the end of the year, the gross profit margin increased from 56.9 per cent in 2011 to 58.5 per cent in 2012.
during the year, the Ghana Cedi depreciated against dKK by 15 per cent, whereas the nigerian naira ended 2 per cent higher than end of 2011.
EBITDA AND OpERATING pROFIT The increase in activity levels led to capacity cost of dKK 264m (dKK 230m in 2011), an increase of 15 per cent.
eBITdA, defined as earnings before interest, taxes and depreciation, amounted to dKK 251m (dKK 198m in 2011). With depreciations of dKK 98m, operating profit (eBIT) for the year ended at dKK 153m (dKK 131m in 2011) with margins of 17.4 per cent against 17.5 per cent in 2011.
The net effect of the exchange rate developments in 2012 was minus dKK 9m in both eBITdA and in operating profit.
NET FINANCIAlS AND TAXnet financial expenses in 2012 were dKK 13m against dKK 11m in 2011.
With an effective tax rate of 29 per cent, the consolidated profit was dKK99m against dKK 91m last year. Fan Milk Group’s share of net profits is dKK 57m against dKK 61m in 2011.
CASH FlOWThe free cash flow in 2012 totalled dKK 110m (minus dKK 43m in 2011).
The free cash flow is calculated as the cash flow from operating activities less cash flow from investing activities.
RESulTS FOR 2012
Cash flow from operating activities
Cash flow from capital expenditure Free cash flow
156
262
199152
110
43
M.Dkk
2012
2011
Management's review · Fan Milk Group · Annual Report 2012 11Fan Milk Group · Annual Report 2012 · Management's review10
Fan Milk Ghana has been able to maintain stable prices on the key brands for a period of 21 months leading up to October 2012. Combined with relatively good weather conditions during the rainy season, the scene was set for yet another excellent year. The year ended with a topline growth of 21 per cent and a 22 per cent increase in eBITdA.
due to expected increases in raw and packaging material costs and in response to the inflation and exchange rate development during 2011 and 2012, a general price increase was implemented in October. As usual, the effect was an immediate reduction in the sales volume, but we are expecting the volume development to regain momentum towards the end of 2013.
Throughout 2012, Fan Milk Ghana continued the expansion activities with ongoing installations of new equipment at the factory, building of regional distribution centres and acquisitions of sales equipment.
The Ghanaian economy is likely to remain robust with growth being stimulated by oil revenues and its downstream businesses. Gold and cocoa prices are expected to remain high and related activities will subsequently filter through the economy in the country. We also hope that improved infrastructure programmes will continue
on a much larger scale and, thereby, improve the economy and create many job opportunities.
In light of the positive outlook, Fan Milk Ghana will continue the processes of enhancements of its operations.
Looking ahead, we see a bright future for Fan Milk Ghana and with constant care and through expansion of the company’s infrastructure, we will continue to grow and improve the profitability in the years ahead.
With a revenue growth of 23 per cent and an increase in eBITdA of 48 per cent, 2012 marked a strong return to the growth path of Fan Milk nigeria.
during 2012, continued focus on cost control, efficiency improvements and a positive balance between develop ment of input costs and sales prices helped improve our margins and we are continuing with plans to make further savings in operational costs.
Fan Milk nigeria has been working closely with Lagos City Government in order to support a desire to develop and optimise the city traffic. Through a public private partnership, we have managed to join efforts of selling Fan Milk products with that of related collection of refuse. Furthermore, we have agreed on how we can sell from newly developed mobile kiosks on dedicated hot spots across the city.
Fan Milk nigeria is continuously and successfully adapting to the changes in the business environment. The most recent example of this is the continued development of the indoor channels with focus on sales to supermarkets, shops, restaurants, bars and eateries.
In addition, the macroeconomic environment in nigeria remains positive and looking ahead, Fan Milk nigeria is stronger and better positioned for growth than ever before.
FAN MIlk NIGERIAIS STRONGER AND BETTER pOSITIONED
FOR GROWTH THAN EvER BEFORE
Continued investments in capacity in production and in sales equipment and increasing the geographical footprint all spurred new growth in the business.
GHANA NIGERIA
0
100
200
300
400
500
1990 2000 2012
REvENuE M.DKK
Ghana M.DKK 2012 2011 2010 2009 2008Revenue 419 347 375 285 240
EBITDA 138 113 130 96 67
EBITDA margin 33% 32% 35% 34% 28%
0
100
200
300
400
500
1990 2000 2012
REvENuE M.DKK
Nigeria M.DKK 2012 2011 2010 2009 2008Revenue 325 264 262 231 281
EBITDA 80 54 57 51 47
EBITDA margin 24% 20% 22% 22% 17%
Fan Milk Group · Annual Report 2012 · Management's review12
2012 was a challenging year for the Fan Milk Togo Group. The macroeconomic situation in the countries has been difficult for the last couple of years. The political situation in Benin is especially difficult and causes uncertainty which leads to a cautious spending behaviour from the consumers.
The focus is on making the vendor job even more attractive and we are confident that we have made adjustments that put us on the right track to recapture the market.
Studies have shown that the Fan Milk brand is particularly strong in the Togolese market and efforts are being made to defend this position at the same time as we ensure a profitable operation. Such efforts include continued implementation of more and more cost
effective production processes and schedules, as well as relevant product development being carried out and implemented.
2012 began on a positive note as the euphoric aftermath of the civil unrest topped in november 2011 through January 2012, only to disappear in February. Throughout the rest of the year, the country did not see the recovery of trust among consumers that was anticipated.
We are ending the year on a cautious note. We are, however, optimistic that the economy will recover although
not at the pace that everybody was hoping for after the elections of 2011.
nevertheless, we are continuing to expand our volume and geographical footprint. In spite of external challenges in the political and economic environment, we have grown the top line with an annual average of 19 per cent since 2009 and we expect to be able to continue on this path.
THANk YOuOn behalf of the Fan Milk Group, I would like to thank our many dedicated employees for their efforts and contributions during 2012. Our combined efforts have resulted in a year of growth and strong financial performance which we can all be proud of.
I would also like to thank our shareholders for endorsing our strategy, and our customers, partners and suppliers for their ongoing support and cooperation.
lOOkING AHEAD WITH CONFIDENCE We strongly believe that we are on the right track to achieve our vision of becoming “one of the leading food companies in West Africa”.
On the back of 50 years of continuous work to develop our core competencies, and to improve the production and distribution of high quality and affordable refreshments to the West African consumer, we find ourselves in a unique position.
We are confident that we have the right platform and strategy to continue our long history of growth especially at this stage where the prospects for the West African economies have never been better.
Jens Jørgen KollerupManaging Director
Fan Milk Togo Group is continuously adapting to the prevailing market conditions. The latest initiatives include a new vendor incentive scheme, as well as new ways to approach and recruit vendors.
WE CONTINuE TOIMplEMENT COST EFFECTIvEpRODuCTION pROCESSES
TOGO GROup CôTE D’IvOIRE (IvORY COAST)
TOGO M.DKK 2012 2011 2010 2009 2008Revenue 98 111 110 97 79
EBITDA 13 21 28 25 16
EBIT margin 13% 19% 25% 25% 20%
0
40
80
120
1990 2000 2012
REvENuE M.DKK
We will be one of the leading food companies in West Africa.
We create business for the benefit of all stakeholders. We produce and distribute high quality branded products to consumers in West Africa.
THEME
vISION
MISSION
vAluES
We strive to:
ensure professional management
use world class technology
ensure high quality products
exercise sustainable business activities
Be good corporate citizens
SeRvInG TheWeST AFRICAn COnSuMeRSince 1960, we have consistently delivered high quality products and service to our consumers, and we arecommitted to constantly developing our understanding of our markets. Passionately dedicated to producing
high quality products, our reputation is secured by complete control of our value chain. Our brand reflects our core values and we consider ourselves a brand leader with our vision and mission shaped around them.
Theme: Serving the West African consumer · Fan Milk Group · Annual Report 2012 15Fan Milk Group · Annual Report 2012 · Theme: Serving the West African consumer14
Fan Milk Group · Annual Report 2012 · An iconic brand16 An iconic brand · Fan Milk Group · Annual Report 2012 17
Top 10 attributes in each country
In order to gain an indepth understanding of the strength of the Fan Milk brand, our positioning among competitors and in the minds of consumers, we partnered with TnS Gallup and conducted a quantitative brand positioning and health survey in nigeria, Ghana and Togo during 2012. Over 2,600 randomly selected respondents within a representative target group of people aged 1039 took part in facetoface interviews and the results clearly support what we already knew – the Fan Milk brand is iconic throughout West Africa.
FAN MIlk IS ApOWER BRAND IN WEST AFRICAOur efforts have resulted in Fan Milk maturing into an iconic brand, with loyal consumers and brand recognition surpassing top global and local brands. Fan Milk is now a household name across West Africa, evoking images, memories and associations in the minds of West African consumers.
Fan Milk is a very wellliked brand outperforming even other global iconic brands with an extremely strong image of having good taste, convenient packaging and giving value for money. Fan Milk is seen as one of the most popular brands, for everyone and strongly associated with happiness and fun.
An ICOnIC BRAnd
According to our 2012 brand health and positioning survey, the Fan Milk brand is highly associated with these specific image attributes:
Fresh, cooling and filling
Popular and fun brand
A treat
Convenient with especially convenient packaging for onthego consumption
For everyone, including kids, youth and adults
“Fan Milk is by far the most consumed brand compared to a competitive set of brands with a very high share of regular users in all countries.”
BRAND RECOGNITION
BRAND ATTRIBuTES
AWARENESS OF FAN MIlk pRODuCTS
5%
15%
25%
35%
45%
55%
65%
75%
85%
100%
97%
GHANA
94%
NIGERIA
100%
TOGO
GHANA NIGERIA
TOGO
NIGERIA GHANA TOGO
73% 94% 91%
65% 92% 89%
64% 90% 88%
64% 82% 84%
54% 82% 84%
(pouch)
(bottle)
"Affordable price"
"A treat / reward"
"Filing" "High energy"
"For children"
"Convenient packaging"
"A trusted brand"
"Fun"
"long time on the market"
"value for money"
"Cooling"
"Refreshing"
"popular"
"For everyone"
"Fresh"
"Tastes good"
Our markets in West Africa comprise some of the world’s fastest growing economies, and accompanying the growth are rapid improvements in income levels, infrastructure and a business environment that promises even higher growth rates for the consumer market.
ECONOMIES ARE RApIDlY GROWINGAfrica’s economic growth has been accelerating in recent years, making Africa the world’s second fastest growing continent. The West African countries, especially, are experiencing high growth rates, which are predicted to continue for years to come.
nigeria is forecasted to be the 30th largest economy in the world by 2017, and along with Ghana and Côte d’Ivoire, the country is expected to stay among the fastest growing economies in the world. Across West Africa, we are anticipating a strong GdP growth at an average projected growth rate of more than 8 per cent.
HOuSEHOlD CONSuMpTION IS RISINGSupported by a global demand for minerals, oil and gas, the growing West African economies are likely to support the future household consumption. hence a robust consumption growth is expected across West Africa.
pOpulATION GROWTH According to the united nations, Africa has the world’s fastest growing population and is projected to account for more than 40 per cent of global population growth by 2030.
Across West Africa, significant increases in population are expected, and the region is predicted to have more
than 40 million new consumers by 2017, accounting for 8 per cent of the total increase of the world population in the same period.
Already the most populous country in Africa and the 7th most populated country in the world, nigeria is anticipating an exceptionally high population rise of 28 million people by 2017.
uRBANISATIONAs the economy and population grows, urbanisation will rise, as more people seek work in the big cities of West Africa.
Today, almost 50 per cent of the population in nigeria, Ghana and Côte d’Ivoire live in urban areas. More than one third of the population in Togo and Benin live in urban areas, whilst in Burkina Faso 25 per cent of the population live in cities. Annual urbanisation growth rates are predicted to be between 36 per cent.
DECREASE IN pOvERTYGdP is growing faster than the rapid rise in population and along with the oil and gas revenues in the West African countries, a steady decline in poverty is predicted, and it has been estimated that by 2020 poverty levels in Africa will fall to 20 per cent.
A MORE STABlE BuSINESS ENvIRONMENTFewer conflicts, more democratic development and improved business regulations are leading West Africa towards a more stable business environment. Loosening trade restrictions are driving a global surge of imports and exports and creating a better environment in which to do business.
IN FOCuS
10,2 %
CAGR*'07-'11
Exp. CAGR'11-'17
8,4 %
8,3 %
7,2 %
8,5 %
8,8 %
5,4 %
2,5 %50
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
70
90
110
130
150
170
190
210
230
250IndexedGdP deveLOPMenT (PPPAdJuSTed)
Source: Canback Dangel and IMF
GROWTh InThe WeST AFRICAneCOnOMIeS
THEME In Focus: Growth in the West African economies · Fan Milk Group · Annual Report 2012 19
Ghana Togo GroupNigeria Côte d'Ivoire
*CAGR: Compounded Annual Growth
The combination of high population growth and rapid urbanisation, increasing household consumption and high growth rates in the West African economies is leading to a fast and sustained rise in consumer spending. As consumers accumulate wealth, a new middle class is emerging and resulting in more distinct consumer segments.
To be successful in such a market context requires a thorough understanding and constant monitoring of consumer preferences.
A YOuTHFul MARkETLeading the way of the new consumers is a generation in their 20s and early 30s who are optimistic about their futures. The main consumer group in West Africa is young, between the ages of 1634, and accounts for 53 per cent of income. These consumers are confident that their incomes will rise and they have high aspirations and hopes for the future, and are willing to spend more.
AN INCREASED NEED FOR CONvENIENCE FOODSAs the economies develop and urbanisation rises, a number of lifestyle and demographic factors are driving increased onthego consumption of food and beverages. With urbanisation reshaping people’s habits and lifestyles and calling for increasing work hours and longer commutes, West Africans are demanding more onthego convenience.
BRAND lOYAlTY AND TRuST Although the West African marketplace is changing quite rapidly, one characteristic of the local consumer remains the same; West Africans are highly brand loyal and trust in quality is very important. Specifically, safety in food is viewed as a key indicator of quality.
vAluE FOR MONEYAlthough high quality and trust in brands are important, products have to be available at the right price point. The value for money perception in these markets, where income levels are relatively low, is critical.
A MODERNISING RETAIl TRADE STRuCTuREdespite the domination of informal retail across West Africa, urban consumers, especially in the largest cities, are developing new tastes and demand sophisticated indoor market channels.
DIGITAl vERSuS TRADITIONAl MEDIAAnother trend developing among young West Africans is rising internet usage. Although incomes are highly differentiated, recent studies show that almost 60 per cent of urban African consumers are owners of smartphones, and 50 per cent often access the internet.
With the widespread and growing usage of social media as well, the need for innovative new marketing initiatives is rising.
however, the importance of traditional media remains high. Television is still the most frequently used and trusted source, but word of mouth is considered the most influential promotional tool in SubSaharan Africa.
For many, particularly the young, meals are increasingly viewed as something to grab on the way to and from work.
IN FOCuS The RISe OF TheThe WeST AFRICAnCOnSuMeR
THEME In Focus: The rise of the West African consumer · Fan Milk Group · Annual Report 2012 21
FAn MILKA BeSTInCLASS exAMPLe
Since 1960, the Fan Milk Group has produced and sold affordable frozen dairy and juice products directly to consumers through a unique street vending system. Through persistent leadership and innovation, we have adapted to the local environment and proven our business model is sustainable for long term growth.
We are constantly improving our market position and with an average of 1.8 million products sold daily, Fan Milk is the market leader in frozen dairy in West Africa.
The following strengths and strategies are the reason we are in the position we are today.
TARGETING uRBAN GROWTH CluSTERSWith direct access to 120 million urban consumers in some of the fastest growing markets in the world, selecting the right geographical areas to target is a key strategic consideration.
Focusing our distribution around the main cities allows us to effectively capture a high volume of attractive consumer segments. Through bicycle, pushcart and coolerbox vendors, our distribution system allows us to specifically target these urban growth clusters, but also remain mobile and sufficiently flexible to reach relevant rural and suburban areas.
CONTROl OvER ROuTE TO MARkETThe average West African consumer is found outdoors. The challenges this brings with it create the need for efficient and wellmanaged distribution with a high degree of flexibility, and our mobile vendor approach has turned into an iconic sight across West Africa. Over 90 per cent of our products are sold in the onthego channel.
Fan Milk has a strong consumer reach. With approximately 2,900 agents and franchisers and more than 25,000 vendors using branded bicycles, push carts and coolerboxes to distribute, our products are able to reach a high number of consumers on a daily basis.
A uNIquE vAluE CHAINFan Milk’s extensive value chain stretches through global sourcing, procurement, transport of raw materials and hightechnology production in our factories, to distribution of our products and allows for a high degree of control of every detail throughout the chain.
With a large range of competencies including effective networking with suppliers, efficient production and laboratory testing, our expertise allows us to secure quality in each stage of the value chain. We keep our cold chain intact, seek innovative solutions and thereby, successfully market and sell our products to our customers and consumers.
HIGH quAlITY STANDARDSFan Milk is a household name and we strive to ensure that the brand is, and always will be, known for its high quality – quality in taste and quality in experience.
The raw materials we source, the machines we use, and the products we manufacture all have to be of the highest quality. We are able to maintain this by auditing suppliers, using modern equipment, creating and maintaining a hygienic production environment and auditing our B2B customers. In addition, three of our production facilities are ISO certified.
Furthermore, our cold chain keeps our products frozen, throughout production, storage and delivery, until the consumer receives the product in the street.
WE ARE THEMARkET lEADER IN
FROZEN DAIRY INWEST AFRICA
THEMEFan Milk Group · Annual Report 2012 · A best in class example22
ENSuRING COMpETITIvE pRICESOffering high quality products at prices that are attrac tive for most West African consumers is a result of effective global sourcing of raw and packaging materials, highly efficient and cost effective production and distribution methods.
The majority of our goods are sourced through emidan, which keeps track of more than two hundred suppliers worldwide. In this way, the Fan Milk supply chain is fully optimised, and we enjoy discounts that are directly transferable to the price of our products.
MAINTAINING RElATIONSHIpSWITH kEY STAkEHOlDERSWe create longstanding, mutually respectful relationships and focus on being viewed as an ethical West African brand.
As a result, we have won several awards and gained great respect within the business environment.
EFFICIENTlY MANAGING TAlENTThe constant challenge to find skilled staff in West Africa is one that Fan Milk overcomes by offering some of the best training options to our employees. Our employees are our most valuable and important assets, and their knowledge and dedication to producing high quality products is of utmost importance to us.
OuR EMplOYEESARE OuR MOST vAluABlEAND IMpORTANT ASSETS
A best in class example · Fan Milk Group · Annual Report 2012 25
Fan Milk employs passionate people, and we inspire them to be the frontrunners of knowledge in their field.
FAn MILKCOnneCTInG WITh The WeST AFRICAn COnSuMeR
Lifestyles in West Africa are changing rapidly and a large young consuming class is emerging. Fan Milk is already meeting this change and the high expectations our consumers have of the food industry.
Fan Milk is a household name and our products and our brand resonate with consumers. Our innovative products are easy to find in the marketplace and we exceed their expectations of quality, marketing and price points.
A uNIquE DISTRIBuTION SYSTEMThrough a highly evolved network of agents and vendors, our products are easily available and our vendors are an iconic sight across West Africa.
As the face of Fan Milk, our vendors sell the Fan Milk products from their cooler boxes at the local markets, bus stops, sports venues, churches, schools, beaches, villages and on the streets. Their characteristically tuned horn, eyecatching uniform and the designs on our distribution units, make sure that consumers rarely miss an opportunity to buy our products.
THE RIGHT pRICE pOINTQuality and brand are incredibly important, but they must be delivered at the right price point.
Price sensitivity is high, given generally low incomes. however, due to our ability to supply products that offer good value for money, Fan Milk consumers are found across all age groups as well as all socioeconomic backgrounds.
SERvING EXCEllENT quAlITY Our quality standards are a big part of what sets us apart from our competitors, and we adhere to these standards in all aspects of what we do. We strive to ensure that the brand is, and always will be, known for its high quality – quality in taste and quality in experience.
To us, selling an affordable product does not mean compromising on quality.
pRODuCTS THAT SATISFY DEMANDOur products are individually branded, with their own special packaging, identity and advertising efforts, and the product ranges are customised for local markets, based on consumer feedback and sales development.
Our customers are frequently onthego and regard our packaging as highly convenient for quick enjoyment.
OuR vENDORSARE AN ICONIC SIGHTACROSSWEST AFRICA
THEME Connecting with the West African consumer · Fan Milk Group · Annual Report 2012 27
FAN MIlk AND MODERN RETAIlThe city centres of some of the bigger cities are rapidly being modernised and this creates opportunities for new indoor sales channels as well as products targeting the more affluent consumer.
Since Fan Milk has always catered for modern retail in the form of supermarkets, gas stations and restaurants, we know how to embrace this development and we have the products suitable for these channels.
This means less demand for traditional Fan Milk outdoor vending in these areas and instead calls for new approaches to capture onthego consumers.
during 2012, Fan Milk nigeria and emidan jointly developed a mobile kiosk concept. The first kiosks were introduced to the market in early 2013.
MARkETING FAN MIlkusing a high volume of traditional media, including tele vision advertisements and a large number of outdoor advertisements along with branded vendor uniforms and equipment, we focus on brand awareness.
These include sponsored and promotional activities, visiting marketplaces to offer samples and using celebrity brand ambassadors.
however, with the recent improvements on internet connectivity, we acknowledge the need for marketing efforts in digital media and we are beginning to make social media a part of our marketing strategy.
Our marketing efforts includeconnecting with consumers tocreate positive experiences with Fan Milk.
quAlITY IN TASTE ANDquAlITY IN EXpERIENCE
Fan Milk Group · Annual Report 2012 · Connecting with the West African consumer28
Fan Milk is determined to operate in a responsible manner and firmly believes that longterm profit and existence are linked to the way we do business, our respect for people and the environment.
Fan Milk is committed to conducting its business in a transparent, as well as socially and environmentally responsible manner. In this regard, Fan Milk operates in accordance with international standards and the relevant laws of the countries in which we operate.
uN GlOBAl COMpACTFan Milk wishes to continue to promote and develop its Corporate Social Responsibility with respect to human rights, social matters, environmental and climate matters and in combating corruption. In 2010, Fan Milk International, therefore, joined the un Global Compact and presented our first Communication on Progress (COP) report during 2011. In line with the requirements, Fan Milk International has published the COP report for 2012 to un Global Compact; this can also be found on our website www.fanmilk.com.
Fan Milk International advises all subsidiaries and relevant business partners of our policy and association with the un Global Compact. Furthermore, all Fan Milk subsidiaries are advised to adapt and implement the declaration and the policies within their local sphere of influence.
Specific policies, including The Ten Principles of The united nations Global Compact, have been defined for
human rights, labour rights, occupational health and safety, environment and climate and anticorruption and can also be found on our website.
1. SupplY CHAIN MANAGEMENTWe have a number of fundamental beliefs regarding the working conditions and the environment of employees. These include maximum weekly working hours, gender equality, freedom of organisation, minimum age for employees, environmental pollution, drag on natural resources etc. We work on communicating and imple menting these beliefs across the whole of our supply chain and carry out frequent audits on selected key suppliers.
2. REDuCING ENERGY AND WATER CONSuMpTIONProducing and storing frozen products are very energy intensive activities and we constantly aim to reduce our carbon footprint. Some of these activities include reducing diesel consumption during electricity generation, improving the insulation of our storage facilities and reusing waste water. economical freezing options and solar energy are two activities we are currently exploring.
CORPORATeSOCIALReSPOnSIBILITY
during 2012, in addition to building relations with local communities, philanthropy for disabled people, and more, we have especially focused on the following six CSR focus areas.
THEME Corporate Social Responsibility · Fan Milk Group · Annual Report 2012 31
WE WISH TO CONTINuE TOpROMOTE AND DEvElOp OuRCORpORATE SOCIAl RESpONSIBIlITY
FAN MIlk INTERNATIONAl A/S
Sofiendalsvej 88AdK9200 Aalborg SvdenMARKTel.: +45 96 33 80 00Fax: +45 98 18 93 22www.fanmilk.com
EMIDAN A/S
Sofiendalsvej 88AdK9200 Aalborg SvdenMARKTel.: +45 98 18 90 00Fax: +45 98 18 93 22
FAN MIlk lTD.
no. 1 dadeban RoadRing Road north, Industrial AreaAccraGhAnATel.: +233 (302) 224421Fax: +233 (302) 221951
FAN MIlk plC.
eleiyele Industrial LayoutIbadannIGeRIATel.: +234 (2) 2412032Fax: +234 (0) 8034040727
FAN MIlk S.A.
Zone IndustrielleB.P. Port 9130LoméTOGOTel.: +228 (223) 7160Fax: +228 (227) 0273
FAN MIlk S.A.R.l.
04 BP 1049 RFuILOT4888 AKPAKPA/PLM face ISPeCCotonouBenInTel.: +229 21374150Fax: +229 21374151
FAN MIlk S.A.R.l.
Secteur 9, Lot 14Zone Industrielle de GounghinOuagadougou 01BuRKInA FASOTel.: +226 50340506Fax: +226 50340507
FAN MIlk CôTE D’IvOIRE S.A.
31, Rue des Brasseurs Zone 3 C 1453 Abidjan 18CÔTe d’IvOIReTel. : +225 21248676Fax : +225 21258665
AddReSSeS
3. HEAlTH AND SAFETY IN THE WORkplACEThe wellbeing, health and safety of the Fan Milk employees and close business partners are of utmost importance to us. Some of the health and safety measures we take include providing employee health care schemes, a daily lunch for staff, training on safety in the workplace, as well as training on hygiene and product safety.
4. REDuCING WASTEWaste is a very real result of our production and the consumption of our products. To reduce the impact of waste in general on the environment, we have a special focus on two areas – solid waste and waste water.
We aim to reuse our waste water in various ways, e.g. washing cars and trucks, gardening, etc. Along with providing information to the public and placing trash cans along roads and in schools, we also support large scale programs for waste collection and recycling.
5. FIGHTING FRAuD, THEFT AND CORRupTIONWe actively work against corruption and strict rules are applied to our business dealings. Through their initial training, our employees are made aware of this. Anti corruption policies are also projected to our suppliers as we explain our policies and requirement to enable compliance in our supply chain.
6. SuppORTING THE EDuCATION OF CHIlDRENMore than 40 per cent of the West African population is below 16 years of age, and support of the education systems in developing countries is of utmost importance. We provide support in form of scholarships and donating school supplies to the school system.
In addition, Fan Milk Ghana annually trains more than 100,000 pupils in sanitary practices in order to promote a cleaner environment.
THEMEFan Milk Group · Annual Report 2012 · Corporate Social Responsibility 32
FAN MILK GROUPANNUAL REPORT
2012
FAN MILK INTERNATIONAL A/SSofiendalsvej 88ADK-9200 Aalborg SVDenmarkTel.: +45 96 33 80 00Fax: +45 98 18 93 22www.fanmilk.com
WEST AFRICANCONSUMER
SERVING THE