By Robert van den Oever
AMSTERDAM--DE Master Blenders 1753 has designs on becoming the
world's No. 2 coffee-and-tea maker, Chairman Jan Bennink said
Tuesday after the company was listed in Amsterdam.
DE is currently No. 3 in the sector with $4 billion in annual
sales, behind Nestle SA (NESN.VX) with $12 billion and Kraft Foods
Inc. (KFT) with $6 billion.
The company is focusing on organic growth in its existing
markets, while bolt-on acquisitions in Eastern Europe, Asia and
Latin America remain a possibility.
"There are lots of opportunities to differentiate and innovate
with coffee tastes and propositions," Mr. Bennink said at the
company's listing event.
DE was Tuesday listed on Euronext Amsterdam following a spinoff
from U.S. company Sara Lee Corp. (SLE). Mr. Bennink prepared the
split over 16 months, having been hired specifically for this task
by Sara Lee.
"There is a lot of emotion involved for me," he said. "I have
defined the strategy for this company."
Many observers believe DE was somewhat neglected under the
ownership of Sara Lee, as the U.S. company focused its attention in
other business areas. But growth initiatives from within the
business were few and far between too.
"That definitely has to change. Now it's time to change the
organization further to enhance growth," said Mr. Bennink.
Write to Robert van den Oever at
robert.vandenoever@dowjones.com