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A look at Germany's ports and consumption.

A look at Germany's ports and consumption

Bremen is an Hanseatic town founded over 1,000 years ago, on the banks of the river Weser and the seaside town of Bremerhaven, 60 km down the river to the coast of the North Sea. Both cities jointly represent the Federal State of Bremen. The harbors of this historical trade metropolis in the Northern territory of the Federal Republic of Germany have been traditionally two of the most important places of transshipment in Europe.

More than 10,000 seagoing vessels connect between Bremen and Bremerhaven and more than 1,000 seaports in all parts of the world. The yearly export and import volumes of about 33 million tons of general cargo are an essential factor of the economic life on the river, Weser. During the past years, the modern sea transport systems such as container or roll-on/ roll-off have set up new priorities. Thus both Bremen and Bremerhaven, with 1.3 million container units per year, are among the largest container seaports of the world.

The Bremen seaports owe their popularity first of all to such classic import products as cotton, wool and tobacco - but above all to coffee which mainly added to the credit of Bremen far beyond the national borders. As early as 150 years ago, the quality concept "Suitable for Bremen" was coined in the most important cultivation areas.

The excellent quality of the coffee processed in Bremen is certainly one of the reasons why the people of Germany are one of the greatest coffee consumers in the world with a per capita rate of seven kilos per year. In 1990 alone, nearly 450,000 tons of green coffee - about 60% already packed in containers- were imported by the Bremen seaports, where most of it was also processed and converted into a top quality product. Bremen is also a recognized tender port of the London Commodity Exchange (London Fox) for coffee and cocoa.

A look at BLG

The Bremer Lagerhaus - Gesellschaft (BLG) is the operator of the free ports in Bremen and Bremerhaven. It is a joint stock company with 50.4% of the share capital held by the City of Bremen, and the remainder in private hands. The shares are noted on the regular market at the Bremen Stock Exchange. The BLG employs about 4,100 persons. The tasks of the BLG include the handling of goods to and from ship and barges and all the activities connected with this, such as loading and unloading rail and road trucks for inland transport, and the storage and distribution of the goods. The BLG is also connected with planning, construction, acquisitions, and the financing and maintenance of buildings and handling equipment (super-structure). the infrastructure (harbor basins, quays, railways and roads) is the responsibility of the City of Bremen.

In 1990, the BLG handled a total of 17.5 million tons in Bremen and Bremerhaven, including 11.4 million tons (69%) in 1.17 million container units (TEU). In 1990, the BLG handled 4.3 million tons of general cargo in Bremen (1.5 million ton in containers).

In Bremerhaven, the heart of the BLG installations is the Container Terminal. With an area of 1.6 million sq. m. and berths extending for more than three kilometers, it is Europe's largest container handling facility. On the storage areas, 30,000 containers (TEU) can be stacked two-high. At the river berth (Stomkaje), eight large containers ships can berth simultaneously. The Nordhafen part of the terminal, has 900 meters of quayside. Here ro/ro cargos are handled as well as comtainers.

In 1990, the BLG handled 12.2 million tons of general cargo in Bremerhaven, of which about 10 millions tons (81%) were containerized (=1 million TEU).

Jacobs Cafe

Jacobs Cafe is leading the coffee market in the five new Federal States even more clearly than in the west. With its market share of 27.3 % in the East, the Jacobs Group, following the integration of the Hag/Onko brands in the second half of 1990, has become the market leader. This is not expected to change since 37% of the Federal Citizens will be drinking Jacobs Coffee as their favorite brand. This was the result of a representative survey conducted by IM - Leipzig.

Increase in Coffee Consumption

A distinct increase in coffee consumption was to be noticed in the new Federal States where it rose by 8% to 4.1 kgs per head. A further growth for the future is expected. Consumption in the west remained unchanged at 5.1 kgs. Expressed in cups, this corresponds to a consumption of 730 cups per year in the west and 585 (1989: 545) in the east.

In October 1990, already 90% of the households of new Federal States disposed of a coffee percolator (west: 93%), and 98% of the adults over 18 years of age stated that they, personally, were drinking coffee.

With a total of 391,000 tons of roasted coffee for private household consumption, sales in the German Federal Republic increased by about 2.6% in 1990 against the previous year, with the share of the new Federal States going up by 6.3% from 63,000 to 67,000 tons.

Market researchers expect an expansion of the roasted coffee market by the new Federal States by more than 20%.

In 1990 fiscal year, Jacobs Cafe succeeded in considerably stabilizing its market position and in pushing sales. Sales in 1990 increased 23% as compared to the previous year. The turnover increased by 5%, thus reaching 1.317 billion German Marks. The market shares remained stable in 1990 at around 20%,

In this opinion poll, about 60% of the new Federal Citizens confirmed Jacobs authority on aroma. With spontaneous brand awareness of 85%, the Bremen coffee producer is the clear winner among the large-scale roasters. The image of Jacobs Cafe in the East German States is based on the consistently high quality of Jacobs Coffee and above all, on the confidence in the brands.

When looking at the coffee market segments, one will notice that the integration of new and old Federal States is a slow process. While the premium brands (|Kronung') and coffee specialities (|Mastro Lorenzo Sepresso' appicino') hold the largest market share with about 30% each in the west, the normal ("Meisterrostung') and mocha (|Edel Mocca') brands totaling 65% are the strongest in the east. The share of premium brands in the east is a mere 21%, although |Kronung' is the best known brand.
COPYRIGHT 1991 Lockwood Trade Journal Co., Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Title Annotation:German port facilities and the German coffee market
Publication:Tea & Coffee Trade Journal
Date:Jul 1, 1991
Words:1083
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