Consumers' interest in the origin and production methods of coffee is continuing to grow, but reflects slowly to everyday consumption habits. At Paulig, we are working on more and more new alternatives for coffee-lovers to make responsible choices. In 2013, we launched a large-scale project with the aim of securing traceability for all the coffee made by Paulig by the year 2018. It was also decided to have some current products certified by UTZ during 2014. This is a considerable initiative for product development, which is proceeding on terms set by the availability of certified green coffee.

New ways for dialogue

The dialogue with consumer took on a new dimension with Paulig's website update. When the website reopened at the end of the year, it provided useful and interesting information about coffee, and it is expanding to cover all Paulig countries in the course of 2014. Paulig's Flavour Pairs web service offers coffee-lovers a new way to find toothsome combinations to go with their coffee. Suggestions for flavour matches were collected in Finland by means of a questionnaire which was responded to by more than 5,500 people. In Finland, Paulig's 18th Paula and 52nd Juhla Mokka Artisan  were chosen. The annual illustrator for the Juhla Mokka Coffee Jar was voted in a hugely popular competition. All three missions provided by Paulig offer young talent an opportunity to advance in their careers and to develop as professionals. The projects also created a great deal of dialogue between Paulig and its stakeholders.

Refreshing product range

In the course of the year, the product family also grew and got an update. In Finland, the Paulig Cupsolo capsule coffee-maker got a new Verus version and several new flavour options. During 2013, the Presidentti brand name was given a total facelift so that the product and sensory experience it provides will be the same in all markets in the future. The name President was changed in Russia to the Finnish form, Presidentti, and the appearance of the packages and the product range were harmonised. The promise to consumers was given a new expression - "You can always enjoy more". In Finland, the update was visible, for example, in the form of Presidentti Special Blend 2013 vintage coffee, which hit the shops in the beginning of September. In Russia, the update added the Presidentti Gold Label and Presidentti Black Label blends to the product range. There was also an update of the packaging for the Paulig Classic product family, which has won a strong position in the Russian and Baltic markets, for the first time since its launch in 2007.

Boosting out-of home sector

Paulig's out-of-home business took a major step forwards when Vendor, which provides coffee dispenser services, was merged into Paulig in the turn of the year. The new unit was given the name Paulig Professional. With its broad range of products, equipment and services, it is even better and more efficiently placed to respond to the customers' needs.

Awareness and market position progressed according to objectives

The trend in Paulig's awareness, image and market position was studied, both in Finland and in other markets. Practically every Finn is familiar with Paulig and its major brands. In Estonia, too, the spontaneous awareness is high. In Latvia, Paulig's market position strengthened considerably and in Lithuania the awareness rose slightly. In Russia, the recognition factor of Paulig's coffee products in Moscow and St Petersburg has risen in line with targets thanks to improved distribution and increased advertising.

Paulig regularly measures its customer and consumer satisfaction. In 2013, for example, the satisfaction level of the food-service sector and retail trade's decision-making customers with Paulig was polled. Both parties appreciate Paulig's assured delivery and strong brands. Room for improvement was found in questions related to cooperation. Last year, the image of Paulig member Vendor was also researched, and the customers found it the best player in the field. Vendor's recognition factor and the readiness to recommend its services were also high.

In the TNS Gallup annual survey in Finland following companies' reputations and responsibility, Paulig took 2nd place in its own field of food industry companies.

Consumers' wishes reaching product development

Paulig's consumer service responds to consumer enquiries on the internet, by phone and by mail. The rise of electronic channels and the spread of coffee capsule equipment in recent years have greatly expanded the number of enquiries. Ideas for product development and wishes for new products have also increased, amounting last year to no fewer than 165 requests. On the basis of the wishes we have developed new capsule products (e.g., glögi, Moccachino and Advent calendar) and the lightly sweetened Frezza Latte. Since April 2013, Paulig's customer service has also responded to consumers' questions on Facebook.

In 2013, consumer service in Finland received a total of 4,905 enquiries, of which comments or claims on products were 46% (2,277 enquiries). In Russia, there were in all 664 enquiries.

The new roastery in Vuosaari is an attractive place for visitors. It was visited in 2013 by a total of 20 non-company groups. The roastery can only accommodate a limited number of visitors, and visitor groups are selected twice a year from those who sign up online.

Year 2013 in figures.