Belgian honey processor Meli is celebrating its centenary with more than just nostalgia: the company wants to convert its Low Countries market leadership into European dominance by 2030.
Expansion gains momentum
Meli was founded in 1925 by the then 18-year-old beekeeper Alberic Florizoone. His marketing approach – with free jars, exclusive distribution per village and the establishment of an amusement park called Meli Park – was far ahead of its time. Although the founder died in 1992, the second generation still sits on the board of directors, but without taking on operational functions.
