Can Barry Callebaut Attract Sustainable Investment with its 'Forever Chocolate' Strategy?
| Case Code: FINC135 Case Length: 22 Pages Period: 2016-2018 Pub Date: 2018 Teaching Note: Available |
Price: Rs.500 Organization: Barry Callebaut Industry: Chocolate Countries: Global Themes: International Marketing, International Marketing Mix, Sustainable Finance |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Incorporated in 1994, Barry Callebaut AG was one of the world's largest cocoa producers and grinders, with headquarters in Zurich, Switzerland. The company, together with its subsidiaries, manufactured and sold cocoa and chocolate products. The company offered a broad range of chocolates compounds, chocolate fillings, decorations, inclusions, nuts, and cocoa powders. It provided chocolate products under the brands Barry Callebaut, Callebaut, Cacao Barry, Carma, Van Leer, and Van Houten; cocoa powder under the brands Barry Callebaut, Bensdorp, Delfi, Van Houten, and Chadler; and vending mixes under the brands Bensdorp, Van Houten, Caprimo, Le Royal, and Ögonblink.
Barry Callebaut was created in its present form by Klaus Johann Jacobs (Jacobs) in 1996 through the merging of the Belgian chocolate producer Callebaut and the French company Cacao Barry. The company was listed on the SIX Swiss Exchange in June 1998. 3 With the integration of the acquired cocoa business from Petra Foods Limited with Callebaut in June 2013, the company became the largest manufacturer of both chocolate and cocoa products in the world. Started with the mission of being the number one in all attractive customer segments and all major world markets, the Swiss chocolate giant operated through four geographical-based segments: Region EMEA (Europe, Middle East, and Africa); Region Americas; Region Asia Pacific; and Global Cocoa. It had a strong presence in cocoa-origin countries, serving the entire food industry, from global and local food manufacturers to artisanal and professional users of chocolate...
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