Industry Europe – Issue 23.3

Page 156

INCREASING BRAND AWARENESS HAK is one of the top food brands in the Benelux in the preserved foods sector. Philip Yorke reports on a company that just a few years ago, was owned by Heinz and since its independence has grown both its product portfolio and its sales.

H

AK was founded in the Netherlands in the 1920s and started out as a grocery trader; it was not until the early 1950s that the company ventured into food production. The very first product to be produced was a home-made apple sauce and the original manufacturing plant was a garden shed. It was this first product which determined the future direction of the company. At that time, an acidic product such as apple sauce could not be sold in a can, because cans then were sealed with lead, which is why the sauce was always packaged and presented in glass. This is the reason 154 Industry Europe

why this sector remains glass dominated in the Netherlands market to this day. The ownership of HAK stayed with the same family for 70 years before being sold and eventually becoming part of the Heinz food empire. However, in 2005 Heinz foods sold the HAK brand of preserved foods to the NPM Capital Group, which opened the door to a new strategy and a renewed drive for growth. Today HAK is also benefiting from the synergies that it shares with its sister company, Jonker Fris, which was formerly part of the Premier Foods Group. The first

priority was to rationalise the product portfolios of both companies and to realise the synergies in terms of production capabilities between them. Today the two companies are achieving combined sales of more than €150 million with around two-thirds of turnover attributed to HAK. They have production facilities just south of Rotterdam on the river Maas. They are only 12km apart and share a very strong market presence in the Dutch market. However, there is a distinct difference between the two companies, for while HAK’s main focus is on


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Shaping the future of glass technology

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Fast flowing innovation Sulzer Pumps

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Gears for industry IG Watteeuw

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The fabric of success PGI

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Optimising the performance of industrial films

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Setting new standards in electrical rail transportation Koncar

6min
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Strong in abrasives Ekamant

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Continued success CUMI

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Compounding success Buss

6min
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Optimising wear Magotteaux

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Leading the way GEA Group

5min
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Complete capability CMC Biologics

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Innovator in the antibiotic arena Xellia

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Expanding global presence Vifor Pharma

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Constructing energy-efficient steel solutions

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Advancing the technology of machine tools

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From strength to strength KCM

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Offshore support specialists Olympic Shipping

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Leaders in tube forming Voestalpine

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Strong and versatile Ovako Group

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A polished operation Osborn

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Enhancing the value of speciality tubular steels OSTP

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Think offshore, thin DOF... DOF

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Tomorrow’s solutions for marine operations

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Shaping the world Jan De Nul

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Advanced heating technology

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The Swiss specialists in dairy products

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Boosting the brand Herbapol Lublin

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Increasing brand awareness HAK

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Setting new standards in PV systems

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Masterclass in canning technology Ferrum

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European power player Alstom Power

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The power of the switch The Switch

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Partners in progress Partner Tech

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Premium sound systems DMPSS 130 Award-winning sound quality Meridian

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Great cigar and tobacco brands

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Coool solutions Cooolcase

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Intelligent garden tools Fiskars

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Leading the way Lloyd

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Cleaner and greener Tennant

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Quality blinds B&C International

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When green meets clean Nilfisk-Advance

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Experts in high quality industrial paraffin

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First choice in customised greases

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Continuing innovation in lubricants

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A new structure Maie

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Experts in pre-fabricated concrete Consolis

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Leaders in sanitary technology Geberit Group

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Access to security EVVA

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Ahead in automation Yaskawa

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High-precision tools Niles-Simmons

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Innovation and family tradition ADR

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Tractors with individuality Valtra

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Bill Jamieson A low point – but not yet a recovery point

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