AN INTRODUCTION TO

AT ONE WITH NATURE

April 11, 2023

OVERVIEW

1. The company• Location• History• Production• Meli today• Meli in the future

2. Honey• Description• Consumption moments• European honey market

3. Products• Meli brand• Private Label• Industry

April 11, 2023

THE COMPANY

April 11, 2023

LOCATION

Central position in EuropeEasy to reach

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HISTORY

The history of a man and his ideas

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HISTORY

1930: Alberic Florizoone achieves the first price with hishoney ‘Veurne Ambacht’ on the Antwerp Exhibition

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HISTORY

1932: ‘Veurne Ambacht Honey’ is present on the ninth Food Fair in Brussels. A beehive with living bees is getting a lot of attention.

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HISTORY

1936: Opening of a playground, conference room and snack bar. The very beginning of the Meli theme park.

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HISTORY

1955: Meli moves with the honey production from Adinkerke to Brussels

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HISTORY

1960-1970: Meli becomes a national brand and starts growing as retail organizes professionally

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HISTORY

1993: Take-over of the honey producer ‘Melapi’ from Kuurne (B)

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HISTORY

1995: Successful launch squeezer with liquid honeyConvenience and new cooking practices stimulate growth

Opens new doors on foreign markets.

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HISTORY

1997: Move to the new production facility in Veurne

1999: Sale of Meli Park (now Plopsaland)

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HISTORY

2002 - now: various investments in production and storage facilities

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HISTORY

2008: Installation of 1750 solar panels on rooftop

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HISTORY

2009: Installation waste water storage tankrecycling (sugared) waste water

collection of carbon-rich waste water by the water treatment company Aquafin

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HISTORY

Recent investments: new production hallNew portion and stick packaging machine

Chocolate spread machine for in house production

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PRODUCTION

Beekeeper

Honey packer

Consumer

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PRODUCTION

Raw materials

• Inside storage of all

commodities

• 3-4 months average stock

holding

• Extensive supplier network

• Direct trading with main

source companies

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PRODUCTION

Testing facilities

• Own laboratory to meet key

testing requirements including:

Key tests on honey (sugar

composition, humidity,

colour, HMF,...)

Antibiotics

Pesticides

Pollen (traceability)

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PRODUCTION

Drum emptying

Unique Meli process

• No heating in hot rooms

• Rapid processing times

• Highly automated

• Minimal HMF increase

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PRODUCTION

Processing (1)

• Filtration to 200um: good level

of pollen retention

• Pumped into holding tanks:

allows separation of any

remaining beeswax

• No water or sugar are added to

honey - ever

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PRODUCTION

Processing (2)

• Processing either liquid or

creamy honey

• Liquid honey: system of

‘overpressure’ to remove all

remaining crystalisation

catalysts (s.a. air bubbles)

• Creamy honey: system of

‘controlled crystalisation’ by

adding fine creamed honey to

the liquid honey

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PRODUCTION

Packing

• Modern, fast packing lines

• Flexible

jars

squeezers

portion packs and sticks

buckets

containers

• Packed creamy honey is put in

a cold storage (14°C) to

complete the crystalisation

procesApril 11, 2023

PRODUCTION

Storage-Distribution

• Rapid reaction doors (to the

outside and between all

processing zones)

• Temperature controlled storage

(16 to 20°C)

• Dispatch bays at trailer loading

height

• Flexible 4 day delivery

• Good stock availability

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PRODUCTION

Storage-Distribution

• Honey cake and honey waffles

produced externally

• Delivered in our warehouse

• Sent out together with the

other products

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MELI TODAY

Belgium

• Nr. 1 in honey with the Meli brand

• Other honey related products (honey cake, honey waffles, chocolate

spread with honey) under the Meli brand

• The most important producer of private label honey

Export• Your private label partner: development of tailor-made honey projects

• Producer of private label honey for major European distributors

• Exporter of a specialized range of honey and honey products under

the Meli brand

April 11, 2023

MELI TODAY

2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

5

10

15

20

25

30

35

40

16.9415.11 14.59

16.2919.32

22.11

25.61

29.75

33.1135

Turnover

Turnover (M Euro)

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MELI TODAY

2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

1000

2000

3000

4000

5000

6000

7000

8000

3293 3297 33693765

44134882

58366450

70577500

Honey Volume

Honey Volume (T)

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MELI TODAY

• 100% family owned company (family Florizoone)

• External management (family not operationally active)

• Workforce: 52 people

2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

10

20

30

40

50

60

33 34 34 34 3639

4246 48

52

Workforce

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MELI IN THE FUTURE

Belgium• maintenance of strong market position with Meli brand

• consumer approach

• innovations

Export• driving force of growth

• focus on private label

• Meli brand (innovations)

Guarantee quality by pursuing a continuous policy of

investments

April 11, 2023

HONEY

Honey = 100% natural (obliged by EU legislation)

Mainly a combination of water and sugars

Composition:

SugarsGlucoseFructose

SaccharoseHigher sugars

EnzymesDiastaseInvertase

Glucose axidasekatalase

Minerals Vitamins

Inhibine & Amino acids Ethereal oils & flavouring

April 11, 2023

HONEY

The honey category: 4 axes

1. Polyfloral vs monofloral

2. Creamy (set) vs liquid (clear)

3. Jar vs Squeezer

4. Classic honey vs Fair Trade & Bio

vs Honey+

vs aromatized honey

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HONEY

Consumption moments

1. Spreadable

2. Medicinal use

3. Substitute for sugar

4. Culinary applications

5. Delicacy

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HONEY

World honey market

Europe23%

Australia2%

Asia45%

America19%

Africa11%

Honey production per region

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HONEY

European honey market

• EU: net importer of honey, 62% self-sufficient

• 3 main producers within the EU : Spain, Germany en Hungary

• EU’s most important suppliers: China, Argentina, Mexico, Chili

• Honey consumption (kg/year/inhabitant):Belgium 0.5

Holland 0.5

France 0.5

UK 0.5

Germany 1.3

Denmark 1.0

Greece 1.7Europe 0.7

April 11, 2023

HONEY

Belgian honey market

• Belgium imports 90% of the consumed honey

• Import mostly from China, Mexico, Argentina and Chili

• Consumption of set honey used to be bigger than liquid honey

• Nowadays this has changed, mainly due to the introduction of

the squeezer

April 11, 2023

HONEY

Belgian honey market

• Market share Meli : > 70%

Meli brand : > 40%

private label produced by Meli : > 30%

• Honey market is growing during the last 3 years

e.g. 12m till w40/2013: volume +9,2%, value +10,1%(source: Nielsen)

April 11, 2023

PRODUCTS

April 11, 2023

PRODUCTS

The brand: MELI

• Honey

• Chocolate spread with honey

• Honey cake

• Honey waffle

• Honey candy

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PRODUCTS

The brand: MELI

• Honey

April 11, 2023

PRODUCTS

The brand: MELI

• Chocolate spread

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PRODUCTS

The brand: MELI

• Honey cake

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PRODUCTS

The brand: MELI

• Honey waffle

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PRODUCTS

The brand: MELI

• Honey sweets

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PRODUCTS

Subsidiary brands

• Melonia (B-label)

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PRODUCTS

Subsidiary brands

• Melapi / Meliflor (pharmacies, specialists)

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PRODUCTS

Private label

• Clients

National and international retailers

National and international out-of-home specialists

Tailor-made projects / contracting

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PRODUCTS

Private label

• Driving force behind growth

2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

1000

2000

3000

4000

5000

6000

1691 1634 1681 1855

2489 2491

3851 3938

46505100

Volume private label

Volume (T)

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PRODUCTS

Private label

• High flexibility and variety

Glass jars

Squeezers

Plastic jars

Integrated concepts

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PRODUCTS

Private label

Glas jars

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PRODUCTS

Private label

Squeezers

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PRODUCTS

Private label

Plastic Jars

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PRODUCTS

Private label

Integrated concepts

e.g. Silhouette line

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PRODUCTS

Bulk

• Growing market

2004 – 2013: +84% in volume

• National – international

Belgium: Belourthe, Destrooper, Mulder, …

Export: United Biscuits (Ndl), France Cake (Fr), Walkers

(UK)

Multinationals in various countries : Nestlé, Heinz

• Several applications in various sectors Biscuits - Pharma -

Sauces Meat industry - Cosmetics -

Pharmacy Cereals - Baby food -

Animal Food

April 11, 2023

PRODUCTS

Bulk

• Bucket 25kg

• Container 1000kg

April 11, 2023

SUMMARY

Meli…

• Strategic position in Europe

• Modern and flexible production facility

• Own laboratory to assure full traceability and quality

• BRC / IFS certificate

• N° 1 honey packer in Belgium

• Market leader in honey with the Meli brand

• Supplier of several private labels in Europe

• Important supplier of industry

April 11, 2023