Company Profile PT Petra Food oleh Sifa Ulya

COMPANY PROFILE

One of the famous chocolate bar brands in Indonesia

Established since 1950

PT PETRA FOOD 1950

Coklate SilverQueen

COMPANY OVERVIEW

PT. Petra Food

Our dominant portfolio of chocolate and sugar confectionery brands are household names, familiar to generations of Indonesians and Filipinos. For example, our home grown SilverQueen and Ceres brands were introduced in the 1950s, Selamat in the 1970s and Delfi in the 1980s. Our acquired Goya brand first appeared in the 1950s and Knick Knacks in the 1980s. These brands appeal to a large cross-section of consumers and have proven to be successful in other markets as well.

Our current portfolio of chocolate and sugar confectionery brands now spans over 400 products. Our broad range of chocolate confectionery products such as molded chocolate, dragees, enrobed wafers, and wafers and biscuits, covers most of the main Product categories and widens our product appeal. Within each product category, our products are further segmented into various price points and market segments.

With a wide range of products, we are able to introduce the right products to fit the right market at the right price points. This is crucial as we strive to continually promote sales through adopting different price structures and pricepoints to further penetrate all our market

THE HISTORY

In the 1950s, Chuang changed the name NV Ceres to PT Perusahaan Industri Ceres with Ritz wafer biscuit products. Unfortunately, this biscuit was claimed by Nabisco Foods because the Ritz brand had existed since 1949, which was also founded by a Dutchman. Not remaining silent, PT Ceres Industrial Company then fought for the rights to the Ritz name and fortunately it bore fruit. Eventually Ritz became Ceres' wafer brand. The Ceres Industrial Company produced chocolate bars under the name SilverQueen in the 1950s.

Still in the same era, there was a program called the Benteng Program which was organized by the government. This program is intended for companies with foreign company status. The beteng program aims to foster native Indonesian (native) entrepreneurs, so they can develop their business. In the Benteng Program, indigenous people are entitled to hold 70 percent of the company's shares. This is a challenge for Ming Chee Chuang who is not native. Even though Chuang didn't get that opportunity, he never ran out of ideas to innovate his products.

PT. Petra Food

VISI

The vision of PT Ceres is to become a company that pays attention to quality assurance as a top priority by implementing the principles of safe, healthy, whole and lawful, to be a company that is always consistent, efficient, productive and innovative, to be a company that participates in growing with consumers for common prosperity.

MISI

Carrying out business in the field of food processing, namely the further chocolate process industry and empowering human resources to achieve prosperity and independence

VISI MISI

ORGANIZATIONAL STRUCTURE

President director

Internal Audit

Marketing Director

Operations and engineering director

director of sd. and finance

PT. Petra Food

PRODUCT

To meet consumer needs for high-quality chocolate, absorb labor from the surrounding area, as well as outside the surrounding area, so as to help reduce unemployment and improve the standard of living of the workforce

PRODUCT VARIAN

SilverQueen Fruit & Nut Cokelat

The first variant you need to try is SilverQueen Fruit & Nut Chocolate. As the name implies, this variant is indeed a combination of chocolate, almonds and raisins which is really delicious. The chocolate has a mixture of milk so it really melts when you bite into it. Besides that, the combination of sweetness is just right so it won't make you feel bad when you enjoy it.

Price Range: IDR 14,500 – IDR 16,000

PRODUCT VARIAN

SilverQueen Almond Cokelat

Don't like the raisin mixture? Don't worry because you can try SilverQueen Almond Chocolate. This 58 gram chocolate combines authentic flavors from chocolate, milk and almonds. So that each bite will be more textured but still melt when it reaches your mouth.

Price Range: IDR 14,500 – IDR 16,000

PRODUCT VARIAN

SilverQueen Dark Chocolate Cokelat

The third variant that you can try is SilverQueen Dark Chocolate Chocolate. Those of you who don't like sweet flavors will immediately fall in love with this variant. Feel the sensation of quality cashew nuts and super authentic dark chocolate just for you. It can also be an alternative for those of you who want to eat chocolate without fear of getting fat.

Price Range: IDR 14,500 – IDR 16,000

PRODUCT VARIAN

SilverQueen Milk Chocolate Cashew

The fourth variant that is no less delicious to buy is SilverQueen Milk Chocolate Cashew. Of course, you are already familiar with this variant because it has been around for a long time. The sweet taste fits perfectly with the combination of chocolate, milk and cashew nuts. Will be a friend to accompany all your daily activities.

Price Range: IDR 14,500 – IDR 16,000

SUPERIORITY

PT. Petra Food

Petra Foods companies have spread across 6 countries and by the end of 2007, had more than 5,838 employees and annual revenues of more than US$836 million. Petra Foods as the largest chocolate processing company and supplier of raw materials in the world has produced various chocolate products in various variants and qualities, and reaches all groups, from children, teenagers, to adults, starting from the low class segment to the premium segment

This business expansion has enabled Petra Foods to better serve its many international customers engaged in the Cocoa Ingredients business as well as meet the demand for consumption of various chocolate confectionery products in Southeast Asia. Starting from a family business about 60 years ago in the chocolate confectionery business, it has inherited a strong market share for various chocolate products in Indonesia. Cocoa-based Ingredient products and the branded Consumer product division continue to grow strongly with a market share of more than 50 percent in the Indonesian market alone.

Petra Foods' commitment to sustainability and efforts to improve community quality is based on the desire to repay what has been given by the community for the company's progress and is also in line with the company's Corporate Social Responsibility (CSR) approach. One example of a CSR activity recently launched by Petra Foods is SEEDS (Social Economic Environmental Development for Sustainability), which took place at the Novotel Bandar Lampung hotel on 17 October 2012.

A C H I E V E M E N T

Petra Foods has been operating in Indonesia for more than 50 years. Founded by the Chuang family in the 1950s as a chocolate producer in Indonesia. Petra foods Branded Consumer Business has developed into a regional consumer powerhouse with a strong presence in its core markets, namely Indonesia and the Philippines.

With a well-established portfolio of chocolate candy brands, including 10 major brands such as "SilverQueen", "Ceres" and "Delfi" and more than 20 major sub-brands, Petra Foods is the market leader for branded chocolate candy products in Indonesia. The brand can also be found across the region in Singapore, Malaysia, Thailand and the Philippines.

In the late 1980s, the Petra Foods Group ventured into the Cocoa Ingredients Business with a cocoa processing plant in the Philippines. This was followed by acquisitions of processing plants in Mexico, Brazil and Europe respectively.

T E S T I M O N Y

Silver

Queen Chocolate

has a taste with a chocolate flavor that fits right on the tongue

Easy to get anywhere

Very practical

Attractive packaging

There are many flavors

FIND US

PT Petra Food, Gajah Mada Plaza 1st Floor, Jalan. Gajah Mada No.19-26, North Petojo, Gambir, RT.2/RW.1, North Petojo, Gambir, West Jakarta City, Special Capital Region of Jakarta 11180

http://www.petrasejahteraabadi.co.id/ (021) 5397377

silverqueenid

PT PETRA FOOD