Salad Signature

Salad Signature is the leading manufacturer of (chilled) spreadable salads in the Benelux, where it enjoys a market share of more than 40%. Salad Signature operates under the Hamal Signature name in the Belgian and French markets, Westland name in the Benelux market and Johma name in the Dutch, German and Scandinavian markets. Over time Hamal and Johma were both acquired from Uniq Plc and Westland Salads from the Irish group Reox. The foundation of Salad Signature was laid in November 2006 with the spin-off of Hamal Signature. The disposal created a renewed focus on the domestic (Belgian) market. After assuming control, the management team built a local organisation with local support systems, and made significant investments in new products and concepts, and the expansion of Hamal's production capacity. It developed a new premium consumer brand - Délio - which was successfully launched via the supermarket channel.

The acquisition of Johma in 2010 enabled Hamal to secure a leading position in the Dutch market. Johma was subsequently transformed into an efficient, customer-oriented organization with a strong brand focus that emphasized propositions such as quality, taste and innovation. In line with the company's strategic objectives, Johma Sandwiches was sold to Quizini at the end of 2010. Johma subsequently expanded its leading position in the (premium) potato salads segment by acquiring Westland Salads. Within Belgium, the Délio brand enjoyed double-digit growth, amongst others by the introduction of mayo-free and vegetable salads. Both in the retail and traditional channel Hamal is recognized as the quality leader. Johma's market share in Holland almost doubled following investments in the brand and product quality in general. Exports to e.g. France, Germany and Scandinavia have grown strongly based on renewed efforts after the carve-out from Uniq Plc. Since the acquisition Westland Salads successfully expanded to the out-of-home channel and the Belgium market. As a market leader the group more than doubled in size since 2006 and its ambitious growth strategy remains in place. While implementing a significant (growth) capex program and having initiated the acquisition of Le Cobourgh the group was acquired by the next generation management in 2013.

www.johma.nl