Business

Gruppo Campari changes to refresh itself

BY HG HELPS
Editor-at-Large
helpsh@jamaicaobserver.com

Monday, January 22, 2018

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When Gruppo Campari officially changed its name to the Campari Group, effective December 31, 2017, it was aiming to paint a broader global picture of its reach across continents and regions.

“We were born in 1860 in Italy, so we are much younger than Appelton Estate. The heart of the company has always been Italian, with the Campari brand Italian ownership, but the reality of today is that we are multinational company,” the group's Chief Executive Officer Robert “Bob” Kunze-Concewitz told the Jamaica Observer in an interview in Kingston last week, while he visited the island.

“If you come to Milan, our headquarters, we have 25 different nationalities working there, including quite a few Jamaicans. If you look at our Italian brands, they probably represent now only a third of our total sales. We have become a true company and, taking that as an inspiration, we have done quite a few different things, like corporate identity, etc, and we have taken the decision to switch our name from Gruppo Campari to Campari Group as of end of December.

“The reason for that is that Campari is clearly Italian, so we don't need to say we are Italian, but by the group we want to really talk about the fact that we are a multinational company now operating with our own sales force in 20 markets, which include plants and other things in 25 different countries, and our top management team is international — we have Brazilians, Australians, everything you can imagine, so that is our trajectory,” Kunze-Concewitz said.

The top man said that with the renamed group comes a fresh approach to the company's community outreach programme. in Jamaica's case, the focus is on Appleton Estates' operations in St Elizabeth, which includes the expansion of the famous Appleton Rum Tour, and physical improvement of community-based company assets.

“We are doing a major upgrade and expansion of the visitors centre with regards to the community. we have a craft market right next to there, as well as sports facilities for the community, and then the Wray & Nephew Foundation is very active in social and educational sphere to help give back to our communities,” the CEO said.

J Wray & Nephew's Director of Public Affairs and Sustainability Tanikie McLarthy-Allen, who sat with her boss during the interview at the company's New Kingston head office, emphasised some of the many community initiatives that J Wray & Nephew, through the J Wray & Nephew Foundation, will be introducing or continuing, primarily in St Elizabeth communities that link with the operations of J Wray & Nephew affiliated entities.

“Last year the foundation deliberately set up community councils to guide the decisions about which activities we undertook in which locations. You will see the result of that in 2018 with more focus on local initiatives and investments in community-driven projects that have the community councils involved in them.

“You will see a continued investment in education and our scholarship programme — focused on disaffected groups — women, children, at-risk groups, and more in our attempt at driving fund-raising so that we can expand our reach,” McLarthy-Allen said.

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