    2001 Second Quarter |
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Heinz Venezuela Harvesting Success for 40 Years
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In 1960, Heinz opened its first Venezuelan plant in San Joaquin, a small town in a primarily rural country whose economy was dominated by the oil industry. Oil still plays a major role in Venezuela's economy, but San Joaquin has blossomed into an industrial center, thanks in part to Heinz's presence. Alimentos Heinz directly employs workers and turns out more than 35 product lines, including sauces and condiments, baby foods, pet foods and tuna. These products are exported to more than 20 countries in Central and South America. As Heinz Venezuela celebrates its 40th anniversary, it's appropriate to review its many achievements. Heinz is the market leader in every market category in Venezuela in which it competes. It recently scored a share reading of 54 percent in ketchup, a record high in more than eight years, and a 50 percent share for wet baby food, its highest share since October 1994. Heinz Venezuela attributes its success to hallmark Heinz characteristics: innovative marketing and sales strategies, as well as continued efforts to delight consumers and customers, coupled with optimization of costs and efficient manufacturing. Heinz Venezuela is looking forward to 40 more years of success as it continues to produce great products and capitalize on increasing South American market opportunities. |
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Forty years after planting its initial seed in Venezuela, Heinz is harvesting big success.