Melitta South America

Melitta South America offers a comprehensive range of coffee products, coffee filters, instant coffees, and coffee preparation products. The operating division has four production facilities: three coffee roasting plants – one in the south and two in the southeast of Brazil – and one paper mill. Melitta South America is the leading vacuum-packed coffee supplier and one of the leading suppliers of coffee in general in Brazil.

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Key Figures ’20

Sales in € thous.

2020

240,576

2019

286,115

Employees, full-time employees, annual average

2020

919

2019

901

Headquarters

São Paulo, Brasil

Websites

www.melitta.com.br | www.cafebomjesus.com.br | www.celupa.com.br | www.cafebarao.com.br

Brands

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Our highlight of the year

Steep expansion trajectory

In 2020, Melitta’s coffee roasting plant in Varginha State of Minas Gerais was expanded to three times its former size. In addition to new coffee roasting equipment and packaging lines, additional storage and receiving areas for green beans were built. As a result, the roasting plant’s production capacity has increased by 50 percent.

Varginha is located between the three most important cities in Brazil: São Paulo, Rio de Janeiro, and Belo Horizonte. The largest coffee trading companies are located in the immediate vicinity. The location therefore has numerous logistical advantages – and is very conveniently situated to support the further expansion of Melitta South America: Minas Gerais is one of the most important regions for coffee consumption in Brazil.

Our positioning

The products offered by Melitta South America provide above-average quality, compelling consumer benefits, and frequent innovations. The coffee range is noted for its outstanding flavor and offers numerous coffee blends that cater to a variety of tastes. The coffee filters produced by Melitta South America allow the aroma of the coffee to unfold perfectly.

Our strategy

Melitta South America’s strategy is geared toward achieving further growth in the B2C segment in the coming years. This is to be achieved by tapping additional market regions in Brazil and other South American countries. In Brazil, the main focus will be on raising awareness of the Melitta® brand and further expanding its presence. The operating division will continue to rely on its proven success formula of reliable product quality, surprising innovations, and sustainability in production and distribution.

Market and business trends in 2020

2020 was a very successful year for Melitta South America: the coffee and filter paper segments performed significantly better than the competition, and market shares were expanded in all regions of Brazil. In the coffee business, there was increased demand in the Minas Gerais and Northeast regions in particular, where Melitta South America still has a comparatively small footprint. But even in those regions where Melitta® is already the leading coffee brand, business once again made excellent progress. In the filter paper segment, the low-cost Brigitta® brand achieved particularly high volume growth. However, coffee filters under the Melitta® brand also contributed once again to the encouraging development of this segment.

Outlook 2021

Melitta South America expects that the COVID-19 pandemic will continue to affect people’s lives and the economy in Brazil in 2021. Nevertheless, the operating division is once again targeting significant volume growth in all segments. This is to be achieved by strengthening the Melitta® brand’s positioning among current consumers, further expanding its footprint in existing and new market regions, improving visibility at the point-of-sale to attract new customers, and rolling out innovations that further enhance the Melitta® taste experience.