World Grain - January 2015 - 48

FEATURE: BUILDING A MODERN MILLING COMPANY

GoodMills Group
The GoodMills Group is located in Vienna, Austria and leads seven country organizations with a total of 25 mills. With more than 2.75 million tonnes of wheat
processed and €850 million in sales in fiscal year 2013-14, it is one of the leading
milling companies in Europe and worldwide.
Following its motto "Unified competence in flour and more," the GoodMills
Group combines international network benefits with local knowledge of different
markets in Europe. The company said that due to its economies of know-how and
regional reach the company is able to take advantage of many opportunities in the
local markets.
The subsidiaries of the GoodMills Group are located in Germany, Austria, Poland,
Czech Republic, Hungary, Romania and Bulgaria. The GoodMills Group also has a
minority stake in a leading Greek milling company.
The GoodMills Group is owned by Leipnik-Lundenburger Invest Beteilungs AG,
which in turn belongs to the Raiffeisen Sector. The company said this excellent ownership structure provides the GoodMills Group with the capability for a long-term
value creating business orientation.
motion activities as well beside range
and brand building," Pscheidl said. "The
marketing planning is an essential part
of our planning process year by year.
However, most of the communication
materials and executional strategies are
planned and developed locally. We receive an active support from the international sales and marketing department at
GoodMills Group as well."
GoodMills Magyarország uses consumer studies to develop new products.
"The development of new retail products is done carefully. Mainly, our retail
business generates new products based
on certain consumer needs or marketing directions revealed by consumer researches we run year by year," Pscheidl
said. "Our latest product in the Nagyi

which allows housewives to prepare
certain pastries from a specially dedicakes to their beloved ones."
Among the trends GoodMills
Magyarország is seeing in Hungary are
demands for low carb offerings, whole
grain breads and an increased awareness of ingredients. "Consumers are
getting more conscious in terms of eating and also purchasing food or ingredients such as in other parts of Europe.
However, this progress is slower and in
an earlier stage compared to Western
Europe," Pscheidl said. "Another trend

decreasing the daily intake of carbohy-

drates for the consumer in order to have
a more balanced diet. At GoodMills
Magyarország, we also provide prodgrain products and some others in the
pipeline for the following year."
LATEST MILL COMPLETED
The completion of GoodMills
Magyarország's
newest
mill
in
Tiszapalkonya, Hungary capped off a decade of investment to build the company
into a modern milling company able to

mill was completed in February 2011.
our Eastern concentration of our milling capacities and also modernization of
our technologies," Pscheidl said. "This
new milling complex - established as
compliance with the most strict environmental regulations."
The mill was designed with energy
ized reduced CO2 emissions levels and
it consumes lower levels of energy than
traditional mills.
The Tiszapalkonya mill's grain storage
silos - with a capacity of 12,000 tonnes
- were supplied by Schmidt Seeger.
"The building of the mill at
Tiszapalkonya took 1.5 to 2 years to
build up and start operating. We built in
the Swiss Bühler technology to our mill
at Tiszapalkonya. This technology is
well known and also used in other mills
within our company," Pscheidl said.
"We have been working in close cooperation with Bühler AG for more than
10 years, from the design and planning
of the mill building, through the installation of the technology and the development of the IT backgrounds, to the
professional training of our millers. As a
result of our close cooperation, the milling plants of Tiszapalkonya and Csorna
showcase mills of Bühler AG."

Goodmills' newest flour mill with 300-tonne-per-24-hour capacity in Tiszapalkonya, Hungary.
48

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World Grain - January 2015

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