HOW KRAFT SELLS: A BRANDED COFFEE CONCEPT ACROSS EUROPE.

Tea & Coffee Trade Journal, July, 2000 by BUTLER, REG

Rated as the world's second largest food and beverage organization, Kraft, known as Kraft Jacobs Suchard until recently, operates across many company divisions. For western Europe the Kraft headquarters have relocated during the past year from Zurich and Cheltenham to London. For central and eastern Europe, the headquarters remains in Vienna.

As part of the Western European structure, the Away From Home Europe (AFRE) Division is responsible for (among other Kraft products) all non-retail sales of food and beverages across Western Europe. The administration offices are based alongside a major production site for the Maxwell House, Kenco and Mellow Birds coffee brands at Banbury, in Oxfordshire, England.

To increase sales volume, AFHE is concentrating...