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Vision statement ..................................................................................................................................... 2 Operational highlights ............................................................................................................................. 3 Chief Executive Officer's review .............................................................................................................. 4 Corporate Governance ............................................................................................................................ 6 MARKET OVERVIEW ............................................................................................................................ 8 STRATEGY OVERVIEW .......................................................................................................................... 9 Our strategy in actions ...................................................................................................................... 10 Financial Statements PuriTea ................................................................................................................ 15 Consolidated income statement ....................................................................................................... 15 Consolidated statement of changes in equity ................................................................................... 15 Consolidated balance sheet .............................................................................................................. 16 Consolidated cash flow statement .................................................................................................... 17 Notes to the consolidated financial statements PuriTea Ltd. ............................................................... 18 1 Accounting Information and Policies.................................................................................................. 18 2. Segment Information ........................................................................................................................ 19 3. Gross Profit and Operating Costs ...................................................................................................... 19 4. Revaluations of Property, Plant, and Equipment. ............................................................................ 20 5. Retranslation of Foreign Currency .................................................................................................... 20 6. Long Term Debt ................................................................................................................................. 20 7. Projects Loan ..................................................................................................................................... 21 8. Provisions........................................................................................................................................... 21 9. Staff expenses.................................................................................................................................... 21 Shareholder information ................................................................................................................... 22
Vision statement
PuriTea will empower our clients to be green and look towards the future society, not only todays. PuriTea shows our and our futures customers that we care now and we care for them in the future. Our vision for the future is to constantly increase our quality and care for our customers.
Being the brand for your health and your green image.
Operational highlights
In 2010 we made good progress as market challenger in oppose to the years 2008 and 2009. We increased our market share throughout this year. After some major marketing investments, factory upgrades and the investment in solar cells the company has been growing. This has given us a firm foundation and good possibilities for the future.
Key facts
Ice tea; Increased market share for local market Sport drinks; Increased market share for local market Sport drinks; Increased market share for international market 5 new products developed Increased Return on Sales Over 7 million in R&D 55 employees at the end of 2010
Financial
- Doubled Turnover in a 4 month period - Share increase of 3 per share - Cash flow from operating activities since start up to 1,649,255
Environmental In the last three years the following was done to strengthen our healthy and eco friendly goals - 8 Donations for a better environment 600.000 - Installation of solar cells feeding a quantity of energy back in to the grid - Plant B has had an upgrade with mixers, reducing faulty products while reducing waste.
Growth
When me and my management team were appointed to this position we have set goals what we wanted to reach. We wanted to make the company healthy and growing. It has taken us 3 years to come where we are now. But, as Richard Taverner once quoted Rome wasn't build in a day. In this year we have reached financial stability. Our turnover has grown and we made some important factory upgrades to keep up with the orders. We invested in R&D to do so. We have researched 5 new flavours. Part of this diversification has helped us to gain a larger market share. For both ice tea and sport drinks. Since half way through year 2 we have put more emphasis on the international market, because we thought we could make more money here. This was in fact the case. From selling 2 million products in the first year we went to more than 2.5 million products in the last year but only in 4 months period.
Cost reduction
In year two we have put more emphasis in cutting down the cost. We did this with some major investments, but it paid off. In year three we used this money to sell more and better to our consumers. In coming years we would like to invest more in major projects to cut down the costs even more and use this saved up money to grow bigger as a company. Not only these investments have cut down costs, PuriTea has also look within. Reducing cost but without firing people was the way to go. Unfortunately a few people had to be fired. Because of the cost reduction we became more aware where we can be more efficient. Resulting in higher efficiency
Socially responsible
We as a company have been more socially responsible by doing more for the nature, such as giving donations for WWF and many other charity programs. This gives us a better feeling about ourselves but more importantly helping the nature. Our clients respect our choices. We can see this through multiple marketing promotions we have had saying we would donate money if people will buy our ice tea.
Suppliers
The suppliers with whom we have contracts with have been carefully picked. Paying attention to price, quality and one of the most important aspects is that they have to be eco-friendly in the process of making the products we need.
Staff
When starting as CEO PuriTea had 78 employees. The most of the employees were at the production facility. We had had to reduce this to the current of 55 employees. Since there was not enough to be done and they would just get paid. Still a tough decision to make. In this year we have raised the employer salary with more than usual, because of the good performance that was delivered. Also we have given them almost all the benefit they want in a company. I believe that our employees are just as dedicated to get this company to the top as that I am.
Looking ahead
2010 was our best year so far. We are eager and ambitious to keep growing and try to become market leader. We have new plans for the future to increase our market share and to grow stronger every year. With these loyal employees we can and will achieve this. I like to thank everyone for their support during the year. Joel Klumper
Corporate Governance
Meetings Meetings are held twice every 4 months. The department managers discuss many things among this are the problems that were created and how this can be solved. In the last year we have been working on improving our strategy, being more efficient and other topics. The following table shows the attendance of executive managers at Meetings.
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Attendance is expressed as number of meetings attended out of number eligible to attend. *Executive Director
Changes In this year the executive HRM director has been relieved of her function. Therefore not included in the attendance table.
The executive board director of PuriTea was replaced in 1st December 2008, leading PuriTea to a more prospective future.
Chief Executive Officer & Chief Operating Officer Joel Klumper Nationality: Dutch. Aged 21. Chief Executive Officer since 1st December 2008. Chief Operating Chief Marketing Officer & Chief Sales officer Officer since 1st March 2009.
Pham Thuy Duong Nationality: Vietnamese. Aged 21. Chief Marketing Officer and Ivander Laurentius Atmojo Chief Sales Officer since 1 December 2008. Nationality: Indonesian. Aged 19. Chief Financial Officer since 1st December 2008
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Yao Deng Nationality: Chinese. Aged 20. Chief Procurement Officer & Chief Logistic Officer since 1st December 2008
MARKET OVERVIEW
Market growth After one year of downsizing in 2009, the soft drink market has showed its sign of recovery slowly in 2010. The total market size increase 0.9% from 140,819,000 units (2009) to 142,179,950 units (2010). With sport drink, the situation is even brighter, when the market reaches a growth of 30.4% from 140,819,000 units (2009) to 185,307,700 units 2010. Moreover, the experts forecast 2011 would be even better when the total market size may increase approximately 36 %. The growing market means more customers and more demands, creates a wonderful base for the soft drink companies, including PuriTea to expand and improve the business performance.
Customer sentiment The importance of natural The importance of environment and the number of loyal users, such as Authentic World, and Cosytech World, of green products are increasing, and this trend is predicted to continue. It is the result of the high concerns of population about natural and healthy issues recently. Customers now favor drinks that not only tasty but also healthy and eco-friendly. Health concerns Drinks have been in the spotlight over the last few years because of the growing strength of evidence of the links between the ingredients in some drinks (such as sugars and acids) and prevalent chronic diseases (such as obesity, diabetes and dental Decay). Industry reaction to growing concern over these negative health issues has led to changes in formulations and therefore changes to drink flavors.
STRATEGY OVERVIEW
Inspired by our vision, our strategy is found upon PuriTea people and value. With confidence in our ability in future growth, we develop the strategic objective to expand our business while improving our environmental footprint. The success of our strategy is measured by promising business performance.
Our performance
+ 80.7%
Revenue
2009: 24,807,176
+200.8%
Operating profit
2009: -5,427,773
+12.2%
Operating profit margin
2009: -21.8%
We are working on stabilizing and strengthening our brand as healthy and eco friendly choice. In a world where there are growing concerns about health issues, we are investing on our products and rethinking how they are made increasing the use of best quality of raw material as well as develop new natural fruit favors. By doing so, we believe we will help enable customers to choose the nutritional benefits of healthier beverages, provide excellent quality for money and drive customer interests and loyalty . Our increased commitments to people health concerns, more transparent labeling, and social responsible marketing emphasize our PuriTea a highly trusted brand.
Our aim is to provide customers with a wide variety choice of high quality and healthy drinks. Our consumers are becoming more experimental and open to new flavors when choosing and consuming drink.
The growing popularity of tropical fruits in regions such as Europe and Russia is an important trend affecting soft drinks flavors. Being proactive with the new trend, we believe development of natural healthy ingredients that offer better taste sensations is key area of expansion for the future. To catch up with market trend and to delivery ultimate satisfactions for our customers, Puritea have introduced an array of new unique favors such as Nature with vitamin, Nature green tea for ice tea; and Acay, Multivitamin, Orange for sport drink.
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Focus on growing market share to maximize profit Summary Deliver more value with competitive price. Better understanding about consumer concerns Expanding in international market
50.0 40.0 30.0 20.0 10.0 0.0 2008 00920102011 2 marketsh are sports drink, units (%) marketsh are ice tea, units(%)
As a number one market challenger in the soft drink market, we are focusing on increasing our market share to maximize our value and profit. To grow in market share, we focus on attracting new consumers while maintaining our connections with current consumers. As mentioned earlier, we are working on growing our brand and product offerings while delivering more quality value to customers with a competitive price. We also are addressing environmental concerns through our products and recyclable packaging to further connect our brand with consumers. The better we understand our consumers, the more value we can gain.
During 2010, we managed and worked with our partners to improve the scale and capabilities of our distribution network. This helps we can deliver more products to our customers and preserve customer relationships. With the promising operating results of 2010 and stable foundation we have achieved, we expected our local market share can reach 20% in 2011.
We also see 2010 is the successful year with international market. Applying local marketing model for international market is approved as brilliant path. This approach has already shown excellent results in the market in which we operate. We are holding nearly 23% share of Russian market. International turnover is approximately 2.9 million. The success in Russian market opens a hugh potential for future growth for the Eastern European Markets, which are promising more customers, more benefits.
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Strengthen our human resource and invest in R&D to achieve operational effectiveness and efficiency Summary What we did to enhance our human resource management? What we did in R&D?
What we did to enhance our human resource management? During this financial year, our human resource department has made a huge breakthrough. We consider our employees are our most valuable asset, we have made several decisions about adjusting and optimizing employees salary and benefits; which means that we have been trying to offer our employees a favorable work environment. In actions Apply more flexible holiday options, which give employee more freedom to design their own holiday. Improving working conditions become are more comfortable for workers. We are giving more benefits for employees such as training, insurances, pension, and profit sharing.
We believe that employee is the foundation of the company. What we are doing now is try to find the best way to protect employees and companys benefits at the same time. What we did in R&D? R&D department is working on different projects contribute to improve the work efficiency of our production department. During this year, we have focus on three main problems for our production plan, which are Machine production capacity, Optimizing maintenance equipment and Implementing ERP system. The rewards from R&D projects have been increased the capacity of our production line approximately 10%, ensured the output of raw material, and reduce the error level in the line. The investments on R&D is not small, but we see them as the long term investments, which are highly promised to generate much more benefits for PuriTea in now and in future.
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Summary Respect and responsibly use natural resources Social responsible marketing
Respect and responsibly use natural resources We are committed to operating as Ecofriendly Company, protecting the Earths natural resources and are well on our way to meeting our public goals for meaningful reductions in electricity and water. Based on the reward from R&D projects, our business is implementing innovative approaches to be significantly more efficient in the use of land, energy, water and packaging.
In action Construction of solar cells Solar panels are installed on the roof our production facilities. Our solar cells are not only provide amount of green energy for our entire factory, but also feed a quantity of energy back in to the grid for the energy company, which cost 24,000 per period.
Recyclable packaging We continue to using recyclable material for our ice tea packaging. Though the plastic bottles might more convenient and look more attractive, but plastic disposal is a huge problem the world over. Using recyclable packaging is one of the efforts of PuriTea Ltd to minimize our impact on environment.
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Social responsible marketing PuriTea Ltd engages in socially responsible marketing in not just the community, but in fact in the world. We are taking part in giving back value for the community and for the world. In actions: Ice Tea for a better environment ( 75.000) For each Ice Tea sold a donation will be made for a better environment. Donation WWF ( 100.000) It is important that our products are societal responsible. We not only use the Earth (to get our raw materials), we also need to take good care of the Earth. One of the projects we could do is supporting World Wildlife Fund.
the
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(16,661,549) 11,775,677
(15,302,316) 1,478,028
(12,924,533) 2,192,749
Net Income
Other Comprehensive Income Revaluation of Property, Plants, Project, and Equipment 4
13,387,175
Foreign Currency Translation differences for Foreign Operations 5
465,048
Total Comprehensive income for the year
13,852,223
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Cash and cash equivalent at the beginning of the year Net cash flows Cash and cash equivalent at the end of the year
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Notes to the consolidated financial statements PuriTea Ltd. 1 Accounting Information and Policies
The accounting policies those which applied for the previous financial year
statement. Those arising on trading transactions are taken to operating profit; those arising on cash, financial assets and financial liabilities are classified as finance income or cost. The effects of exchange rate changes during the year on net assets at the beginning of the year are recorded as a movement in shareholders equity, as is the difference between profit of the year retained at average rates of exchange and at yearend rates of exchange. Cash Equivalent For purposes of the statement of cashlflows, PuriTea considers all highly liquid debt instruments with maturity of three months or less to be cash equivalents. Goodwill The difference between the price paid for PuriTea and The actual value of PuriTeas assets. Retirement Benefits PuriTea pay forpension plans of each employees since 2010 Profit based payments Employees are encouraged with profit sharing plan to boost production and willingness to work overtime. This method has proven to reduce sick leave as well Inventories Inventories are valued at the lower of weighted average cost and net realizable value. Cost comprises direct costs and where appropriate, a proportion of attributable production overheads. Provisions Provisions are recognized when either a legal or constructive obligation, as a result of a past event, exists at the balance sheet date and where amount of the obligation can be reliably estimated.
PuriTea PuriTea is a Limited company that operates as single economic entity. PuriTea directors are linked by a Cooperation Agreement which are designed so that the position of the shareholders of the company both as nearly same as possible as they held their shares. Company legislation and accounting standards These consolidated accounts have been prepared in accordance with International Financial Reporting Standards (IFRS) as adopted by the European Union (EU), IFRIC Interpretations and in accordance with Part 9 of Book 2 of the Civil Code in the Netherlands and the United Kingdom Companies Act 2006. They are also in compliance with IFRS as issued by the International Accounting Standards Board. Foreign Currency Items included in the financial statements of PuriTea are measured using the currency of the primary economic environment in which PuriTea operates (its functional currency). The consolidated financial statements are presented in euros. The functional currencies of PuriTea are euros. Foreign currency transactions are translated into the functional currency using the exchange rates prevailing at the dates of the transactions. Foreign exchange gains and losses resulting from the settlement of such transactions and from the translation at year-end exchange rates of monetary assets and liabilities denominated in foreign currencies are recognized in the income
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24,807,176 (8,785,523)
3,357,752 1,565,652
21,721,699 (2,184,094)
1,100,602 (180,802)
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Notes to the consolidated financial statements PuriTea Ltd. 4. Revaluations of Property, Plant, and Equipment.
The following items are disclosed on the face of the income statement to provide additional information to users to help them better understand underlying business performances.
2010 Revaluation of Buildings 10,045,625 2009 10,343,125 2008 10,640,62 5 2,985,000 74,250 0 13,699,87
Revaluation of Machines Revaluation of Inventory Revaluation of Projects Revaluation of Property, Plants, Project, and Equipment
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8. Provisions
Building maintenance provision Machine maintenance provision Recovery provision Doubtful debts provision Total Provisions 2010 () 2,187,500 252,000 356,000 255,000 3,050,500 2009 () 1,937,500 252,000 356,000 255,000 2,800,500 2008 () 1,687,500 252,000 356,000 255,000 2,550,500
9. Staff expenses
2010
() Total labour costs Total employee benefits costs Total tertiary labour agreements costs Social security charges Training costs Recruitment Sick leave Dismissals Staff expenses 2,129,154 234,313 728,000 319,372 84,790 9,986 44,272 107,423 3,651,265
2009
() 2,082,853 199,127 549,878 298,831 75,703 49,779 48,849 86,234 3,536,973
2008
() 2,397,799 191,824 657,000 359,671 84,443 8,739 49,353 13,432 3,762,260
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Shareholder information
Analysis of shareholding Significant shareholders of Puri Tea PLC
Detailed below is information about holders who more than 4% in the Puri Tea PLC share capital or 4% of voting rights attributable to Puri Tea PLCs of deferred stock on 1 January 2010. In addition, the voting rights of such shareholders are the same as for other holders of the class of share indicated.
Name of holder H.S united holdings limited MS group plc HB, Inc. R.W Legal & General Group plc
As far as we are aware, there are no another corporation, legal, natural person or foreign government own and control our company directly or indirectly. Moreover, we are not realizing of nay arrangements the operation of which might at a subsequent date result in a change of control of us.
At 31 December 2009 Puri Tea PLC had 3,750,000 ordinary shareholdings. The following table analyses the part of registered holdings of Puri Tea PLCs ordinary shares at 31 December 2009.
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Announcements of results
Contact details
Puri Tea Plc. Investor Relations Department Parkweg 15 7513 AR Enschede The Netherlands
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Further information
You also can context our investor relations department to ask additional information.
The Puri tea annual report, the corporate governance report and financial statements are available on line as PDF file in English, Dutch, Russian, French and Spanish. The balance sheet, income statement and cash flow statement are also available as Excel files.
If the information related with share register please contact our share transfer office.
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