The successes, turning points in the history of the group and the day after the sale agreement
KEAN is an integral part of the modern history of the island, says the director of the Group, Chris Markidis.
The sale agreement of the KEAN group to the bbf (build better future) company is one of the first deals of the year and indisputably one of the strongest for the Cypriot business, not only for the parties that make it up, but also for the prospects and new data it creates in the development of the soft drink company. In addition, the agreement also paves the way for the utilization of the existing block in which it is currently active. In the same block, as “K” is informed, the facilities will remain, however the company will continue its production in another place in Limassol, while maintaining its existing staff. “The only thing that changes is its shareholding structure,” the director of the group, Chris Markidis, emphasizes while speaking to “K”. What is certain, however, is that within 74 years of presence, a lot has changed for the company. On the occasion of the sale agreement, we attempted, with the help of Mr. Markidis, to record its course over the years, as well as the reference points that made KEA of 1949, KEAN of 2023, one of the largest Cypriot companies.< /p>
The company's factory, which was completed in 1956, is still in operation today.
KEAN owns 31% of the juice sector and 70% in squash, while KEANITA owns 75% of the children's drink market.
A young chemist
It all started in 1949. At that time, a young chemist, Takis Christodoulou, wanted to utilize his specialized knowledge in the field of fruit processing, founding the Cyprus Soft Drinks Company (KEA). He thus began to utilize the juices and natural ingredients resulting from the juicing process of fresh citrus fruits. The first drinks made in 1949 were squash (orange, lemon, almond and sour cherry) with a high sugar content, which preserved the products and made them very popular with the public. The main ingredients were the aromatic herbs of the Cypriot countryside and the ripe varieties of the island's citrus fruits. Two years later, the company slightly changed its name to KEAN. From then until today, seven decades have passed through which the company has evolved into what we know today and into a brand name, which occupies a leading position in the Cypriot market.
From 1949 until today, the style and message of KEAN advertisements has changed drastically, in the context and style of marketing of each era.
Stations in course
There are many points of reference in the Group's many years of progress. Starting in 1956, when the company's factory was completed, which still operates today. In 1959, the bottling of Pepsi Cola began at the factory premises. The partnership had under its umbrella the products of the two brands until 1972. The company lost most of its citrus crops due to the Turkish invasion in 1974.
A turning point for the company and the strengthening of its commercial activities, as described by Mr. Markidis, was the purchase of new Tetra Pak aseptic packaging technology for the production of natural juices and fruit drinks in one liter and 250 ml cans that entered the market for the first time Cypriot market. A few years later, in 1986, an agreement was signed with the N.J. Nichols company, for the production and distribution of VIMTO products in Cyprus, while the glass bottles for bottling soft drinks and squash were replaced with plastic bottles. A stop on the company's path was the most recent 2015, when the company presented for the first time in the Cypriot market and in other markets, carbonated lemonades, orangeades and squash with stevia (0% calories).
KEAN today
In its seven decades of existence, KEAN has evolved from a local soft drink and juice company into a dynamic Group active in various sectors of the food and beverage market, serving the retail and wholesale market as well as the catering sector. Local KEAN products produced in its factory in Limassol are distributed in more than 50 countries around the world. The factory in Limassol, which is one of the largest processing units on the island, buys and juices around 18,000 tons of Cypriot citrus fruits. KEAN owns 31% of the Cypriot juice market and 70% in squash, while KEANITA is considered the most successful fruit drink with 75% of the children's drink market. The export orientation was and is as important as the sales in the import market as mentioned by Mr. Markidis, with the export activity (in 50 countries) covering 25% of the company's sales. The Group employs 200 people and has an annual turnover of around 40 million euros. Exports consist of domestically produced products such as juices, juice concentrates, juice bases, essential oils, soft drinks and squash. In addition, the Group is among the largest importers of well-known, high-quality products such as Heinz, Kraft, HP, L&P, Amoy, KRI-KRI, Vitalia, Farleys, Calvo, Olympus, Agrokipos Halvatzi, Berlys, Eurofrits, Viciunai Group, etc. a.
The next day
Now with the acquisition of the company by bbf (build better future), its dynamic presence in the present is signaled and its dynamic course in the future is prescribed, describes Mr. Chris Markidis, pointing out that the new course will be based on the timeless values of the company , which contributed to its long-term course until today. He clearly emphasizes that apart from the sale of the company's shareholders, nothing else changes and all jobs are secured with the new share structure. “As KEAN we will continue to grow according to the demands and needs of the market. We will continue to offer the products that have been loved by generations and generations of Cypriots always with the top quality that make them first in the public's preferences and an integral part of our daily life and culture. At the same time, we will continue to offer as a company to the country and to society with dedication, loyalty and love, as we have been doing for all these 74 years of our existence,” he says characteristically.
Relationship with society
“KEAN is not just “one of the largest companies in Cyprus”, but is an integral part of the modern history of the island, an active member of the local economy and completely identified with the Cypriot tradition” underlines Mr. Markidis and refers to its five pillars company, within the framework of the Corporate Social Responsibility program. First pillar, the minimum waste of resources. According to the company, what is left of the fruit is used as animal feed by farms and as fertilizer by farmers. Among the company's pillars is the green business, which concerns the reduction to a minimum of its industrial burden on the environment. At the same time, it promotes environmental awareness through special programs. Aiming at the new generation, it has created the Eco-road in its factory, which hosts school children for fun as well as educational wanderings. The third pillar is social action through giving to charity events and supporting organizations as well as more individual cases. The fourth pillar is the support of the local economy, with collaborations with other Cypriot companies, local suppliers, artisans and professionals as well as the country's citrus growers. The company's priorities include offering high-quality products, rich in nutritional values, and encouraging a healthy lifestyle.
