3
Heineken
brass band
wins promotion
"Heineken" and "Export" simply belong together. The
export markets on which Heineken beer enjoys great
popularity are familiar to all of us: the United States,
Puerto Ricothe Caribbeanthe Gulf Statesand the many
dozens of other markets in which Heineken and Amstel
beers also hold a prominent position.
The Heineken Brass Band
has been promoted to the
"Ensign Class", the
premier division of the
Netherlands Music Federation.
At a competition held last
November in Venlo (Holland)
our Brass Band came away with
the first prize with special merit.
That means that a minimum of
9 points were gained in all
sections. Brass band enthusiasts
will know that a total points score
of 324V2 is very high. This
exceptional achievement
brought promotion to the
"Ensign Class" for the Heineken
Brass Band. Aresult to be proud
of, especially for conductor
Harry van Veldhoven who has
only been in charge of the brass
band since December 1984.
Mr. L.F.D. van der Minne (left), Regional Export Manager Africa, welcomes Mr. and Mr. Heineken flanked by Mr. and Mrs. Netter during their visit to Holland.
Mrs. Netter at Amsterdam's Schiphol Airport.
GERARD NETTER
Heineken's importer in
Africa for 35 years
In 1950 Gerard Netter acquired
the distribution rights for
Heineken in French-speaking
Africa. At Heineken's invitation
Mr. and Mrs. Netter journeyed
to Holland to celebrate those
many years of successful
cooperation.
Following his appointment in
1950 it did not take Gerard
Netter long to become an
important link for Heineken with the
African import market. Thanks to his
selling drive and his excellent contacts
with various African importers, he
achieved a steady increase in Heineken
exports to Africa. Netter was the
second Heineken agent, after our U.S.
importer Mr. Van Munching, who
succeeded in selling more than one
million cases a year.
The Netter organisation operates on
Heineken's behalf in Benin, Gabon,
Mauretania, Mali, Ivory Coast, Niger,
Congo, Cameroun, Réunion, Central
African Republic, Togo and Burkina
Faso. Countless promotional activities
for Heineken are organised and
supervised via a network of local
offices. In some countries Amstel
products are also marketed. Besides
this, Netter is the Heineken agent for
imported soft drinks, such as Pepsi-
Cola and Royal Club, and also spirits,
of which one of the leading brands is La
Licorne Aromatic Snapps.
The Netter organisation has been in
existence for almost a century. Gerard
Netter took over from his father in
1946. Our agent in French-speaking
Africa currently employs around 250
people.
A Dutch Export Day
Lively exchange of views at the Export Day.
To boost the great skills it already
has an exporter, Heineken
decided to hold an Export Day:
on 6 December 1985 the Heineken
Export Department organised an
information day for the head office and
the Dutch operating companies.
Many of the aspects of Heineken's
wide-ranging exports were reviewed.
What do exports mean for Heineken,
what activities play a role in the export
of products made by our concern, what
work is involved in producing for
export markets, what sort of trends can
be seen in the export and transport of
our products? What influences does
the EC Common Agricultural Policy
have on export possibilities? A whole
range of questions like this were
discussed during the Export Day.
The Export Day was held at the
HeinekenTraining Centre, 'De Hooge
Vuursche'. The meeting was attended
by Executive Board and Management
members, members of the Regional
CoordinationTeams and Management
Teams of the Dutch operating
companies. Naturally, the Export
Department was also strongly
represented.
The morning session was mainly
devoted to a discussion of more
technical export subjects:
organisation, production, transport
and agricultural refunds. During the
afternoon session Mrs. 't Hooft
Welvaars (a supervisory director of
Heineken Nederlands Beheer B.V.)
and Mr. R. Zijlstra (chairman of the
Royal Dutch Dairy Federation) gave
talks on the problems that have arisen
between the EC and the USA relating
to the EC's Common Agricultural
Policy and the possible impact that
these might have on Heineken's export
policy. The day ended with a lively
discussion between the participants
and the speakers about all the points
that had been raised.
During their lunch break a great many of
the participants at the Export Day found
time to pose for this group photo.
