Company’s history
1994
The company was found in 1994 as the distribution-logistic company selling
wide range of food and tobacco products.
1994 – 2000 – development of two directions in the distribution of
consumers’ goods:
- import and distribution of tobacco products;
- import and distribution of tea and coffee products.
Strategic partners - Rothmans of Pall Mall (Ltd), «British Ameriсan Tobaссo
Inc.», Great Britain и MJF Group, Sri-Lanka
2000 – Company focuses its efforts on tea and coffee distribution after
introduction of restrictions on tobacco market run by state.
Company’s history
2000 – 2004 – Active development of HoReCa division. Sales
improvement in regions with the help of local sub-distributors managed by
company’s managers.
2004 - 2006
– launch of the first coffee house «Amato»;
– introduction of directs sales in regions;
– launch of proper administrative warehouse complex with
the area of 8500 m2;
– portfolio extension through the fat and oil products and
tinned goods.
2007 - 2008 – HoReCa portfolio extension.
Achievements
Last year we significantly extended our portfolio. Each year we
increase our turnover by 30%.
Today, “Avalontorg” is one of the biggest distribution companies in the
Republic of Belarus. We work in all trade channels: hypermarkets, trade chains,
private shops, wholesalers, open markets and individual entrepreneurs.
We offer to our customers the most flexible solutions to meet their
requirements.
We develop our portfolio on the permanent basis and now it includes
world-wide famous brands (soy sauce KIKKOMAN, spices and seasonings
Cykoria, Maitre, Knorr, sauces and mayonnaises Calve, cakes and desserts
Selezneff, bakery Delifrance, chocolate, syrups, confectionary etc).
Achievements
Separate sales division (HoReCa)
makes sales to restaurants, bars,
hotels and other on-premise outlets
1
There are more than 300 employees in
our company today. All key employees
participate in trainings aimed to
improve their level of competence.
3
We work in regions through local subdistributors and by completing direct
sales.Each sub-distributor has its own
logistic system and stocks controlled by
our managers.
2
Sales are completed by sales force of our
company or sales force of our partners.
Our company has its own fleet, including
27 trucks of different carrying capacity. In
each region sub-distributors have a fleet
from 2 to 6 trucks.
4
Our objectives in HoReCa segment
Our objective is to become a leader in supply of provision to Horeca segment
through satisfaction of our customers in assortment and service;
Further development of logistic line of development;
Further extension of coffee house chain «Amato»;
Further development of our private label «Amato» (“TORREFAZION
MUSETTI S.R.L.”, Italy);
2008 – Introduction of fish and seafood, meat and semi-prepared food,
delicacy, cheese, frozen bakery etc in our assortment. Organization of supplies
to Japanese, Chinese and Italian restaurants;
Further extension of our assortment portfolio.
Our HoReCa partners
ООО «Unilever СНГ»: тм «Lipton», тм «Calve»
MJF Group: тм «DILMAH», тм «t-series»
ООО «ORIMI TRADE»: тм «Greenfield»
«Cykoria S.A.»: spices, seasonings «Cykoria»
ООО «METR»: spices, seasonings
Nat Food S.R.L.: chocolate, syrup, confectionary,
branded materials
Torrefazione Musetti S.R.L. TM «Musetti»
Private label «Amato»: TM «Amato»
Our HoReCa partners
Confectionary house of Alexander
Seleznyoff in Moscow: cakes Seleznyoff
Delifrance S.A.: French frozen bakery
Kikkoman Corporation: soy sauce
Kikkoman
Tabasco S.A.: spice sauce Tabasco
HUHTAMAKI: disposable plates and
dishes HUHTAMAKI
LA MARZOCCO S.R.L.: coffee machines
(Italy)
Bunn-O-Matic Corporation: coffee
machines
Sales overview
3%
«Avalontorg» sales volume split:
3%
6%
6%
Tea – 33%
Coffee – 39%
Desserts – 10%
Chocolate – 6%
«Knorr», «Calve» - 6%
Spices and seasonings – 3%
«Huhtamaki» – 3%
33%
10%
39%
Tea
Desserts
«Knorr», «Calve»
«Huhtamaki»
Coffee
Chocolate
Spices and seasonings
Market overview
HoReCa Minsk and regions. Tea
Last year due to strong focus on regions we significantly improved our
distribution there (19%). Our efforts were directed on customers’ base
enlargement, extension of our portfolio and growth of overall turnover. Thus we
improve our presence in Horeca segment on a permanent basis.
Our market share in tea horeca segment in Minsk – 35%, in regions – 26%
Avalontorg market share in HoReCa segment. Tea
Tea market share Minsk
Tea market share Regions
35%
26%
Market overview
HoReCa Minsk and Regions. Coffee
Average market share in coffee segment in Minsk – 25%, in regions – 13%.
Avalontorg market share in HoReCa segment. Coffee
Coffee market share Minsk
Coffee market share Regions
25%
13%
Our Minsk customers:
«Belarosinter» («Planeta soushi», «Moka-Loka», «Ispansky kutok»,
«Pechki-Lavochki», «il patio», «Fridis»);
Coffee house chain «Amato»;
«Tifani» («Planeta Pizza», beer restaurant «0,5», «Gurman», fast food chain
«Maxibis», «Teatro»);
Coffee house chain «CoffeeBerry»;
Fast food restaurant «Lido»;
«Territory», «Sem’ komnat», «Poyushie fontany»;
«Triple» («rakovsky brovar», «Salodky fal’varok», «Overtime»,
Ski resort «Logoisk»);
Ski resort «Silichi»;
Night clubs: «Izum», «Sphera», «Belaya vezha»,
«Princess Casino», «Dankoff club»;
Solimart international («Byblos», «Amazonka»);
Restaurant «Renessans», Cafe «Freski»;
Hotels: «Planeta», «Viktoria», «Evropa»,
«Minsk-tourist», «Jubileyny», «Belarus’», «Orbita»;
«ДорОрс belorussian railway».
Market overview, Minsk
HoReCa market analysis Minsk
Total number of customers / number covered by «Avalontorg»
91
10012
32
Restaraunts total
Avalontorg
Restaurants. Minsk.
Total number – 91. avalontorg – 32 (35%)
281
3103
Total seats
Restaurants. Minsk.
Total number of seats - 10012. avalontorg – 3103 (31%)
15503
6201
102
Total number
Avalontorg
Avalontorg
Cafes. Cafe-pizza places. Minsk.
Total number – 281. Avalontorg – 102 (36%)
Total seats
Avalontorg
Cafes. Cafe-pizza places. Minsk.
Total number of seats – 15503. Avalontorg – 6201 (40%)
Market overview, Minsk
HoReCa market analysis Minsk
Total number of customers /customers covered by «Avalontorg»
525
12510
152
Total number
Avalontorg
Cafeteria and bars, summer cafes (3-rd category).
Total number – 252. Avalontorg – 152 (28%)
3439
Total seats
Avalontorg
Cafeterias and bars, summer cafes (3-rd category).
Total seats – 12510. Avalontorg – 3439 (27%)
38025
There are 897 HoReCa places in Minsk, with total number of
seats 38 025, 286 of Horeca places (32%) and 12 743 seats (34%)
covered by Avalontorg.
12743
The government policy of Ministry of Trade is aimed to
increase number of seats by 57-65% on the whole territory
of Republic of Belarus.
Total seats
Avalontorg
Total seats HoReCa Minsk
Our customers in regions
Hotels: «Gomeltourist» (Gomel), «Luchesa» (Vitebsk),
«Semashko» (Grodno), «Vesta» (Brest);
Entertainment places: «Metro» (Mogilev, Grodno),
«Plaza» (Gomel), «Matrix» (Brest);
Cafe «Krez» (Brest), Coffee house «Davinchi» (Mogilev), Restaurant
«Anfilada» (Grodno), bar «Pub house» (Brest), Brest cinema theatre
«Belarus», restaurant «Station one» (Gomel).
We sell in regions through our local sub-distributor and through direct
sales of our Horeca department. The delivery to regions is done 3 times per
week which allows to keep necessary stock of products in outlets.
Market overview, regions
HoReCa analysis. regions.
Total number of customers / customers covered by «Avalonotorg»
Regions (only regions’ centres)
12
420
158
4
Total restaurants
Avalontorg
Restaurants. Regions.
Total number – 12. Avalontorg – 4 (33%)
Total seats
Avalontorg
Restaurants. Regions.
Number of seats - 420. Avalontorg – 158 (38%)
3815
109
1374
39
Total number
Avalontorg
Cafes. Pizza places. Regions.
Total number – 106. Avalontorg – 39 (36%)
Total seats
Avalontorg
Cafes. Pizza places. Regions.
Total number of seats – 3 815. Avalontorg – 1 374 (36%)
Market overvies in regions
HoReCa analysis. Regions.
Total number of customers /customers covered by «Avalontorg»
Regions (only regions’ centres)
435
15225
3880
97
Total number
Avalontorg
Cafeterias and bars, summer cafes (3-rd category).
Total number – 435. Avalontorg – 97 (22%)
Total number of seats
Avalontorg
Cafeterias and bars, summer cafes (3-rd category).
Total number of seats – 15225. Avalontorg – 3880 (26%)
19460
5412
Total number of seats
Av alontorg
Total seats number HoReCa, regions
There are 556 HoReCa places in regions, with total number of
seats 19 460. 140 Horeca places (25%) and 5 412 seats (28%) are
covered by «Avalontorg».
The network of cafes AMATO COFFEE
The network of cafes Amato coffee is a new
kind of establishments where a visitor can spend
his or her time in cosy atmosphere drinking a cup
of coffee. Besides, while being in a hurry to the
work he or she can buy some coffee in a
disposable cup or can buy some weighted coffee in
order to prepare it at home. Today we can make a
comparison of our network with the similar one American network of cafes Starbucks.
The peculiarity of cafes Amato
coffee is the individual impressive
interior, combining the modern
shapes with the bright expression of
retro trace.
Regional branches:
HR specialist
Sales
IT
department department
Secretary
IT specialist
Agents’ project
Wholesale
EMG
administrative
Retail
Tec. department
Construction department
Security department
Finance
department
инженер по
охране труда
courier
Accounting department
EMG
development
courier
Grodno
Regional sales department
Regional
sales
department
Gomel
Brest
Vitebsk
Marketing department
EMG
marketing
Mogilev
Minsk reg.
Tec. service
HoReCa sales department
Legal
department
Regions
Minsk
Fleet department
EMG logistics
Warehouse
Certification department
Customs’ department
Ordering sector
Purchase sector
Avalontorg structure
General Manager
HR
department
HoReCa department structure
EMG Marketing
Marketing department
HoReCa department
Development specialist
Development
sector
Technologist
Technologist
Technologist
Sales - Minsk
Sales - regions
Delivery
Tec. service
MD
MD
Driver
Driver
MD
MD
Driver
Driver
MD
MD
Driver
MD
MD
Driver
MD
Horeca
specialist
Key work principle
We deliver products to our
customers all over the
Belarus within 48 hours from
the time when the order was
placed by our fleet or fleet of
our sub-distributors.
Storage
Avalontorg company owns warehouse area of 5 000 m2, specially
devoted for products storage with different requirements to temperature and
humidity.
There are deep freeze chambers with minimal temperature -18 °С,
chamber with temperature 0 °С and chambers without temperature regime in
our warehouses .
There is multi-shelves storage system for work with the wide
assortment of products. The work of warehouses is atomized due to the
special machines.
Storage
The product placement system is done in a way to minimize risk of
smell transfer to products. Spilled or droped products are removed
immediately.
Warehouse equipment, including fork-lifts, cleaning machines,
palletizers and other are kept in clean. Service diagnostic is done on a
permanent basis according to instructions. All employees are trained and are
qualified for this type of work.
Fleet
The main objective of fleet department is to deliver product to
necessary point, by optimal route with the lowest costs.
We have all necessary for the effective work of fleet department:
professional specialists;
own trucks – Today we have 27 trucks of different carrying-capacity from1,5
to 5,0 tons. In each region each sub-distributor has from 2 to 6 trucks;
necessary infrastructure,
Including transport objects,
warehouses, offices with necessary connection tools
and data-processing devices;
during delivery the products are
convoyed by forwarding agent. This
helps to keep the product saved and to
deliver it in time.
Contacts
Республика Беларусь
Минская обл., Минский р-н, 3-ий км МКАД, склад для хранения
продуктов питания №7 с административно-бытовым корпусом
ООО «Торговый Дом Авалон», комн. 27
Тел.: + 375 17 290-53-32 (33, 34, 35, 36, 37)
Факс: + 375 17 290-53-00
www.avalon.by
avalon@avalon.by