Milk and soya: healthy development

Mona had started its existence as an Austrian co-operative milk farm, later turning into a European group of companies with annual revenues in excess of EUR 100 million. They have been present in Hungary since 2004. The co-operative milk farm had operated for nearly three quarters of a century from 1921, under the name of Molkerei Oberwart. The end came in 1994, when employees were able to buy the plant, which in turn has been purchased by investors subsequently. Around the turn of the century, the plant used to be a manufacturer of private labels, but had also begun building Burgenlandmilch, a brand of its own. Following dynamic growth, Mona decided to embark upon expansion beyond the borders of Austria in 2004. Mona Hungary Kft. was established in the same year. The other important decision made at that time was to focus on soya as well. Demand is constantly growing for soya products and competition is scarce. Mona’s objective is to become the second largest player in the European soya business. Their intention is to achieve overall revenues of EUR 142 million by 2010, while Mona Hungary Kft. generating revenues of EUR 9 million in 2007 is expected to increase this amount to EUR 19 million by 2010. Mona Hungary had a new business concept for 2006. They began to focus on their own brands, Joya and Montice. Their strategy focuses entirely on health conscious diet. They have special products for lactose, gluten or cholesterol sensitive consumers. New, diabetic Joya products will be introduced soon. The next major step would be to establish a production facility in Hungary, but the present economic environment is not ideal for this and the continuos supply of quality milk cannot be guaranteed at the moment. Joya, the brand used for soya products had appeared in 2005, but the true breakthrough came in 2006. – We entered unknown territory, since no soya brand had existed in retail before. First, we had to explain some basic things about soya – remembers Bernadett Strasser-Kátai, managing director of Mona Hungary. The Montice brand with the slogan “everything you need for breakfast” and used for all dairy products has been developed entirely by Mona Hungary. – We are free to do whatever we think is best regarding product introductions and marketing communication – says the managing director. Apart from their own brands, they also manufacture quality private labels for companies like Spar or Tesco.