THE SERHS DISTRIBUTION BRAND HAS BEEN CONSOLIDATED AS A REFERENT OF INTEGRAL SERVICE FOR HOSTELRY AND RETAURANTS. The inclusion of new products, the extension of terriitorial areas with implementation, and the development of a large number of commercial and marketing actions have contributed to reinforcing the positioning in this area. Confidence, service and professionalism are values perceived by the more than 25,000 customers around the Mediterranean Arc – between Catalonia, Valencia and Murcia.



This year has seen a considerable increase of 9.73 % in the total sales in the area of SERHS DISTRIBUCIÓ. With regard to the centralised product (CEDI product), the year 2006 may be considered positive as the overall growth in sales was 12.43%, with the largest increases concentrated on food and cleaning products. Great effort and resources have been put into enhancing the sales of CEDI products, with specific marketing campaigns, discounts, promotions and gifts. We must also mention the publishing of specific product catalogues, such as the so-called CEDI, BONKA coffee (NESTLÉ), and CODORNIU wines and cavas. A new catalogue of cleaning products is planned for 2007. With respect to the coffee sector, this year the commercialisation has surpassed 300,000 kilogrammes, and work is done in this area with 1,300 customers with almost 1,000 coffee machines installed (with a total investment in coffee machines this year of over 320,000 euros). The structure of the coffee department is currently formed by 15 people, with a sales team of 3 professionals in the centre of the area and 12 specialised salespeople for companies. The sales team for the whole area is formed by 171 professionals.

The policy has continued of maximising the sales of products with our own brand, such as Itelat milk, Joia lemonade, Vega Barzan wine and the Econet cleaning range, amongst others. The turnover for this product line has increased by 23.46% over last year. Particular mention must be made of the consolidation of milk, either in the more conventional milk formats, and in UHT. The sales of products with our own brand have gone well in all the families, and especially in the “Or Groc” oils, which with the inclusion of the new range of olive oils, have increased sales by over 48%. The year 2006 closed with 254 own brand references, and in 2007, we expect to renew the image of different products of our brand.

SERHS DISTRIBUCIÓ has a team of 710 people on average on the payroll, reaching 800 in the high season. It has a young, motivated management team highly involved in the business project, the fruit of internal promotion, a priority aspect in the area. It currently serves 25,000 customers, of whom 66 % are in the traditional hostelry area, that is, restaurants, cafeterias, bars, discotheques, amongst others. The other large group in this area is formed by hotel establishments, either vacactional on the coast or inland, both in Catalonia and Valencia and Murcia. The SERHS Distribució facilities comprise 13 stores with an overall surface area of 165,000 m2 and with a fleet of over 600 vehicles.

In 2006, a new store counting system was introduced with barcode reader terminals, to make the process faster and safer, reducing the errors when physically counting in the store and above all, when passing data into the computer system, which is now done automatically. In 2007, we expect to use the same readers to check and confirm store product entries.
One important fact is that this year the SERHS Group purchased the store that PONENTSER, S.L. was renting in the town of Albujón (Cartagena), with 10.000 m2 of land that will cover future growth in the area. This land currently has a warehouse of 1,100 m2, with a further 1,000 m2 of courtyard.

In October 2006, the trade fund was bought out of a distributor in Barcelona, which came into BARCELONESA DE BEGUDES, S.L. Its official distribution area for DAMM beer is concentrated on the Sant Andreu district, with the nearby residential areas of Congrés and Virrei Amat in Barcelona. This means a significant increase in the sales of BARCELONESA and its customer portfolio, as it now has more than 3,600 sale points. SERHS DISTRIBUCIÓ will complete the process of renewing the corporate image on the façades of the stores of all of its companies in line with the Barcelonesa facilities. It must also be stressed that the corporate image of the vehicles in the area, the lorries and commercial cars, has been renewed and updated.

Furthermore, the company PONENTSER, S.L. has started its commercial activity in the town of Águilas, near Lorca, in which S.A. DAMM had no official distributor.

Also in the period of the last months of 2006 and the early months of 2007, an agreement was reached with the companies RECKITT-BENCKISER, S.A. (CAMP), VILEDA and GOMA CAMPS to develop a specific commercial line of cleaning products. In this sense, as we have done with other product lines, a specialised salesperson will be devoted to this business line and, in a first phase, in five distributors of the area, to enhance its development as far as possible.

This year the Associació de Distribuïdors de Llevant (ADISLEV) was created in Valencia, bringing in EUDIVASA, S.L. and DIMARSER, S.L., with the same format and the intention of integrating the distribution sector in a single entity to work as a representative in this area. We must stress its large contribution in the area of the organisation of the interactive EXPOSERHS 2007 show-fair, which this time was successfully held in the F.C. Barcelona facilities.

FRUIT AND VEGETABLES

From March 2007 a new company has come in, COSTABONASER, S.L. in Ripoll (El Ripollès) and Olot (La Garrotxa), which enables the fruit and vegetable distribution service to be extended to these inland local regions.

In the area of SERHS Distribució, we find the sub-area of perishables, fruit and vegetables. Until recently the company ALLELAC, S.L., in Blanes and Tarragona, formed part of this area and since March 2007, a new company has come in, COSTABONASER, S.L. in Ripoll (El Ripollès) and Olot (La Garrotxa), to enable this service to be given to these inland local regions.

ALLELAC, S.L., is specialised in the distribution of fruit and vegetables in the sectors of hostelry and foods, and has two large stores: one in Blanes (La Selva region) with facilities of nearly 4.000 m2 of which 6.000m3 are cold rooms, and another in Tarragona of (El Tarragonès region) of 1.000 m2, with 2.400 m3 of cold rooms. Its area covers the Maresme, La Selva, Gironès, Baix Empordà, Garraf, Barcelonès, Tarragonès, Alt and Baix Camp, Baix Penedès, Baix Llobregat and Baix Ebre regions. A team of 40 people a year on average and a fleet of 28 vehicles, most of which with refrigeration and/or isothermal systems in order not to breack the product’s cold chain, are part of their assets.

This company offers its services to over 500 customers, basically shops, markets and hotel and restaurant establishments. It has the objective of providing any kind of fruit, vegetable, greens, exotic fruits, olives, wild mushrooms, aromatic herbs and others. These products come from the central market, directly from origin or from farmers in our regions, and always providing each customer with the right product, so that they might get the most out of it in their activity.

In 2006, the team of workers was consolidated in Allelac in Tarragona, and a new inland route was opened to the towns of Sant Celoni (El Vallès Oriental) and Santa Coloma de Farners (La Selva). The total volume of commercialised product approached the figure of 9,000,000 Kg in 2006.

COSTABONASER, S.L. has a team of 18 people, 13 vehicles, 2 distribution stores, one in Ripoll of 1,800 m2 and the other in Olot of 400m2, which serve nearly 500 customers in the hostelry and food sectors, distributed from one end to the other of the Ripollès and Garrotxa regions (Castellar de N’Huc, La Molina, Camprodon, Besalú, Rupit, ...).
The value of the confidence of the customers, the proven experience, along with an efficient service and the fact of knowing the specific needs of each kind of customer make it possible to achieve great satisfaction that is compensated by great loyalty to the company.

FROZEN-REFRIGERATED-FRESH

The year 2006 was an excellent first year in the commercialisation and distribution of red meats from Spain and abroad, accounting for sales of over 750,000 kilos.

Ascribed to the area of SERHS Distribució within the sub-area of perishables, NAM NAM, S.L. is the company of the area whose main business activity is the distribution of fresh and frozen products, with the vocation of offering a comprehensive service in this area of products that need cold for conservation.

Its portafolio of products includes fresh and frozen fish and seafood, fresh and frozen meat (poultry, pork, veal and lamb), frozen vegetables, sausages and dairy products. It has more than 1,300 customers, mainly hotels and restaurants, from Costa Brava to Vinarós, the first village from the north in Valencia region.

Nam Nam is formed by an average payroll of 60 workers, has modern installations that give it 11,000 m3 of cold and a vehicle fleet of a total 30 vehicles, most of which include refrigeration systems and suitable equipement for working with the utmost food safety. There are two operative centres magnificently fitted out in Tordera (Maresme region) and Tarragona (Tarragonès region).
This 2006 was an excellent year for the commercialisation of a new product called “red meats”, both from Spain and imported, with sales of over 750,000 kilos. The sales targets were reached thanks to its introduction in the immense majority of hotels and the most important customers of the company.

Also highly significant was the increase in sales to “private” end customers by 43% in Tordera and 41% in Tarragona. This growth was possible mainly thanks to the introduction of meat, but also shows fast growth in sales of fresh fish (+37%), poultry (+24%) and traditional products (15%).

The commercial introduction in the province of Girona was consolidated, and from 2007, the routes in this region will be doubled, creating a new one to attend the northern Costa Brava and another specific one for inland Girona.
Nam Nam is starting to develop fresh fish filleting to give its customers a better service within the general development of this section.

This company has the firm conviction of working under quality parameters, extending its range of products as far as possible and, at the same time, seeking a larger market share in the areas where it is present.



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