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peaks in the company’s history. The main reason was strong
trends in the core market, Europe (+25%), and the future
markets of Africa (+59%), South America (+48%) and Australia
(+44%). The focus of expansion in the future will be
Russia, India and Japan.
Jagatee is a traditional Austrian product consisting of
domestic rum, tea, fruits and spices. Similar drinks in Germany,
which are made with rum produced abroad, must be
called Hüttentee from now on. According to Bruno Mayer
of the Economic Chamber’s professional association of the
food industry (Fachverband der Lebensmittelindustrie), an
average of one million litres of Jagatee are produced in Austria
each year.
With an export quota of 95%, Fruchtsaft GmbH of
Ybbs Valley sends its products to more than 40 different
countries, its most important foreign market being Germany.
And expansion is planned: the fruit-juice specialist
of Lower Austria is entering a new area. “In the future, we
want to supply even more basic materials to the beverage
industry”, said managing director Stephan Büttner.
The company have their eyes on one particular sales
channel, the Schorle, the German name for Austria’s beloved
apple juice with sparkling water, the Obi g‘spritzt.
“Germany has a total of about 200 bottlers of mineral
water, and almost every one of them produces their own
brand of Schorle. We want to enter this large market”,
said Büttner.
From a small producer of cider to an innovative global
player: with annual turnover of approximately half a billion
euros, the Rauch Group is by far the largest producer of
fruit juice and iced-tea drinks in Austria, and the company
plays a signifi cant role internationally too.
Together with the Fohrenburg brewery, which it purchased
in 1998, Rauch currently employs a total of 1100
employees and exports its products to 50 countries around
the globe. Its export share of over 55% refl ects its position
as an international brand-name company.
Pfanner is one of Europe’s largest fruit processors and
producers of fruit juice: each year, 260 mn litres are bottled
in Enns, and 50,000 metric tons of apples and pears are
processed. More than 80% of the company’s juices and teas
are exported to 70 countries - providing an excellent example
of a successful Austrian company in the opinion of
Economic Chamber President Leitl: “Pfanner has knowhow
and produces the best possible quality, which is why
it’s so successful worldwide and has no reason to fear global
competition!”
Food manufacturer Spitz was founded 150 years ago and
now produces 300 products, from juice, mustard and ketchup
to energy drinks.
Its product line currently includes both brand-name
items and its own brands. Power Horse, which is similar to
Red Bull, is at the centre of its efforts to increase business
abroad.
At present, Spitz’s most important export market is the
Middle East, and its export quota amounts to approximately
35%, or about 80 mn euros annually.
Klosterquell in Gutenstein produces and sells Dreh und
Trink soft drinks, which are aimed at children, and soon
“High-quality nature for a high-quality life”: over the past 150 years,
Pfanner of Vorarlberg has earned the trust of millions of consumers
around the world.
Umsatz stieg um 16,6 Prozent auf mehr als drei Milliarden
Euro, und auch Produktivität und Gewinn haben sich gegen
über dem bereits sehr guten Jahr 2006 weiter verbessert
und neue Bestmarken in der Firmengeschichte dargestellt.
Hauptgrund für die positiven Zahlen sind die hervor ragende
Entwicklung im Kernmarkt Europa (+25 %) sowie auf den
Zukunftsmärkten Afrika (+59 %), Südamerika (+48 %) und
Australien (+44 %). Den Fokus weiterer Expansion legt Red
Bull auf die Märkte Russland, Indien und Japan.
Wo „Jagatee“ draufsteht, ist ein österreichisches Traditions
produkt aus Inländerrum, Tee, Früchten und Gewürzen
drin. Ähnli che Getränke aus Deutschland, hergestellt
mit Rum aus Übersee, müssen künftig als „Hüttentee“ verkauft
werden. Laut Bruno Mayer vom Fachverband der
Lebensmittelindustrie der WKÖ werden hierzulande jährlich
im Durchschnitt eine Million Liter Jagatee hergestellt.
Mit einer Exportquote von 95 Prozent beliefert die Ybbstaler
Fruchtsaft GmbH Markenartikelhersteller in mehr als
40 Staaten. Wichtigster Auslandsmarkt ist Deutsch land. Zur
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