Ricola: increasing internationalization

Despite a continued challenging currency environment, Ricola AG, Laufen, increased its currency-adjusted sales by around 3.9% to CHF 297.3 m (previous year: 286.2 m) in 2012. The market share was further increased, most notably in the investment and growth regions of Asia, the United Kingdom, and Eastern Europe. As Ricola exports around 90 percent of its herb specialties, the strong Swiss franc continued to contribute to a difficult initial situation in 2012.

Despite this inauspicious start, the company recorded a pleasing business result overall. “Over the past year, we have invested in particular in the growth markets of Asia, the United Kingdom, and Eastern Europe, which has paid off with an increase in sales in these regions,” explains Felix Richterich, Ricola’s Chief Executive Officer and Chairman of the Board of Directors. “However, the introduction of new flavors such as Licorice, Apple Mint, Mixed Berry, and Mountain Mint also played a role in this slight growth.”

The good result gives Ricola confidence going into 2013. The Swiss family-run company exports around 30 different herb specialties to over 50 countries around the world. Increasing internationalism is also one of Ricola’s key strategic pillars. Over the current fiscal year, focus on the growth markets will increase even more and new markets are set to be developed. This means that the manufacturer of herbal drops will be working with a new distribution partner in China from May 2013, and the market share in Eastern Europe is also to be increased further. Moreover, the first business activities are planned for South America.

Despite increasing internationalization, Ricola remains as closely linked to Switzerland as ever before. Ricola’s 13 herbs originate from Swiss mountain regions, and Ricola’s herb specialties are also produced exclusively in Switzerland. With the construction of its new Herb Center in its hometown of Laufen, Ricola is also reaffirming its commitment to Switzerland. The architecture of the new building was designed by renowned Basel-based architects Herzog & de Meuron. The new Herb Center’s special feature is its façade which has been made using the ‘rammed earth’ technique. As of spring 2014, Ricola’s herb processing activities will be carried out centrally at a single location.

www.ricola.com