Brat Heinz Seeks to Top Mexicos Taste

Brat Heinz Seeks to Top Mexicos Taste - Brat, Heinz Seeks...

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Brat, Heinz Seeks to Top Mexico’s Taste, WSJ, Nov. 2009. “Heinz Seeks to Tap Mexico's Taste for Ketchup.” By ILAN BRAT And PAUL KIERNAN Mexicans eat more ketchup by sales value than consumers in all but eight other countries. Many of them slather the thick red sauce on chicken, pasta and eggs—even pizza. At the start of 2007, U.S. ketchup giant H.J. Heinz Co. held less than 1% of the Mexican ketchup market. In fact, Mexico was such a low priority that Heinz had fewer than 10 salespeople in the country, which is nearly three times as large as Texas. Tuesday, when Heinz releases quarterly earnings, its executives plan to boast that Heinz now accounts for 12% of the ketchup poured in Mexico, where a spokesman says the company now has 150 ketchup sales and marketing employees. The shift illustrates how Heinz is positioning itself for growth in emerging markets. The Pittsburgh-based company sells most of its baby food, baked beans, namesake ketchup and other products in the U.S. and Europe, where sales growth is sluggish and usually comes from higher prices or one food company snatching market share from another. In some developing countries, however, packaged-food sales are surging, as fewer consumers prepare their meals from scratch. Since 2004, retail sales of packaged food, measured in metric tons, have risen 32% in the Asian-Pacific region and 27% in the Middle East and Africa. That compares with an increase of 4% in Western Europe and decline of 1% in North America, according to market researcher Euromonitor International. The future of "the industry is still very much predicated on growing in emerging markets," said
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This note was uploaded on 04/23/2010 for the course FINA 8645 taught by Professor Smith during the Spring '10 term at Rensselaer Polytechnic Institute.

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Brat Heinz Seeks to Top Mexicos Taste - Brat, Heinz Seeks...

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