countries. Countries in which Heine-
ken's affiliated companies have a bottl
ing line, but no canning line.
Though time-consuming and costly,
the export operation still works out
cheaper than installing a canning line,
which requires a sizable capital outlay.
Heineken can see good prospects for
this development in which Vrumona
acts as a contract packer. Within the
Pepsi Cola organisation Vrumona has
increasingly built up a profile as a con
tract packer, and that policy is bearing
Isn't there a risk that, if you lose a
big customer, you'll some day find your
self faced with a problem of surplus
'We're well aware of that danger.
Our defence against it is to keep on con
cluding contracts all over the world and
to present ourselves as a reliable part
ner for contract packing. If you lose a
major customer, you make a very delib
erate search to find orders to compen
sate for that loss. But we take a critical
look at the contracts we select, for our
main aim is of course to make a profit',
concludes Mr. Hiemstra.
THE WORLD OF HEINEKEN