Natra

NATRA
Type	Privately held company
Industry	Production and sale of chocolate and cocoa products
Founded	1943
Headquarters	Valencia, Spain; Madrid, Spain
Key people	Antonio Obieta Vilallonga; (Chairman);
Products	Chocolate confectionary and cocoa products
Brands	Specialised in private labels
Revenue	€372.5 million (2017)
Number of employees	981 (average 2017)
Website	Natra

Natra is a Spanish multinational and one of the leading European producers of chocolate confectionery and cocoa products for private label and other food companies. Natra’s consumer product division produces countlines, chocolates and Belgian truffles, slabs and spreads that are sold in 91 countries on the five continents. Its industrial product division supplies cocoa products (mainly powder, butter and chocolate couverture) for other food industries.

Around 75% of the company’s turnover is generated outside Spain.

The company has six production plants in Spain, Belgium, France and Canada and permanent commercial presence in Europe, Canada, USA and Asia.

Origin and development

In 1943 three young Valencian chemists, Arturo Benlloch, Juan Ferrándiz and Álvaro Faubel, invented a process for extracting theobromine, an alkaloid very similar to caffeine that is only found in cocoa. This was the genesis of Natra. In 1951, the company branched out into the production and sale of cocoa products. Its first production plant was built in Mislata with a loan from Banco Industrial. Natra took over Zahor (Spain) in 2004, commencing the process of vertical integration towards the end product for consumers. Zahor had a strong customer base and a significant turnover in Europa and had just bought a plant in France specialising in chocolate slabs. A year later Chocolaterie Jacali (Belgium) was acquired and Natra expanded its product range to include Belgian chocolates and bonbons. In 2007, Natra incorporated All Crump (Belgium) and set up a new business unit to manufacture and sell spreads. Since 2012, Natra has focused its efforts on growth of the consumer product division beyond Europe, especially in America and Asia.

Present and future

In 2017 the company defined and began implementing a Transformation Plan to boost its growth. Within that plan, it has renovated its management team, bringing on board professionals with extensive experience and track records in other multinationals of the food industry. The company celebrates its 75th anniversary in 2018 with a transformation in full swing to adapt its business to the changing market and consumer trends and boost its sustainable growth.

References

1. 2017 accounts. Published on the Natra website http://www.natra.es/images/descargas/memorias/CCAACC-Natra-conso-2017def.pdf%5B%5D
2. Natra posts an adjusted EBITDA of €26.2 million in 2017, up 19% year on year https://www.sweetpress.com/natra-incremento-ebitda-ajustado-19-2017-los-262-millones-euros/#
3. Dominique Luna Tudela, new CEO at Natra https://www.elconfidencial.com/ultima-hora-en-vivo/2017-03-07/dominique-luna-tudela-nuevo-ceo-de-natra-en-sustitucion-de-dionis-trenor_1157345/
4. Natra embarks on another reorganisation and downsizes its Oñate factory. Published in Expansión on 15/11/17 http://www.expansion.com/valencia/2017/11/15/5a0c9b7cca47419b398b456c.html
5. Natra buys up the Belgian company All Crump for €45 million. Published in El Economista on 17/10/2007 http://www.eleconomista.es/empresas-finanzas/noticias/296869/10/07/Natra-compra-100-de-belga-All-Crump-por-45-mln-eur.html
6. Natra buys Belgian chocolate manufacturer for €22.5 million. Published in El País on 27 May 2005 https://elpais.com/diario/2005/05/27/cvalenciana/1117221503_850215.html
7. Natra acquires Zahor for €55 million. Published in El País on 28 July 2004 https://elpais.com/economia/2004/07/28/actualidad/1090999979_850215.html

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Natra

Origin and development

Present and future

See also

References