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 Originally, REBO was a small, familial company.
After some internal and structural changes it was incorporated
in 1998. With these changes came a whole new generation of leaders,
using all their dynamics and competencies to promote and develop
the brand inside Haiti as well as outside. This complete reevaluation
of the production as well as of the products themselves has
been done so it would consolidate the operations locally and
therefore would allow to find the best formula for exportation,
which has become now one of the main goals of the company. Following
this new policy REBO has decided to put the emphasis on its
marketing (which represents 6 to 8% of its sales) in particular
through its web site, as well as a leaflet distributed locally
and outside, through stronger advertising campaigns, and at
last through a new line of packaging specifically designed for
exportation. REBO has always distinguished itself from its Haitian
competitors by relying in the first place on the quality of
its coffee. Through time, this particularity has gotten stronger
and has led now the company to reconsider its exportation activities.
The Haitian communities abroad who are already familiar with
the product will be targeted first. To do so, a new REBO distribution
center will soon open in Miami, and will begin its activities
in 2001. Other distribution networks will also be identified
in order to cover the rest of the USA and maybe Canada. |
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