Lebedyansky

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Lebedyansky JSC
Type	Joint stock
Founded	1967
Headquarters	Lebedyan, Moscow
Key people	~
Industry	Fruit juice
Products	Fruit juice Vegetable juice Baby food
Revenue	~ US$515 mm 2005
Employees	~
Slogan	N/A
Website	http://www.lebedyansky.com/

According to its website, Lebedyansky, in Russia, is the largest fruit juice manufacturer in Eastern Europe. It also manufactures baby food. It is one of the top ten juice producers in the world. Lebedyansky has two major production centers, both located in the Lipetsk Oblast. It is active in acquiring other juice companies.

The company's stock is listed on the Russian Trading System (RTS) and MICEX exchanges.

[edit] History

In 1967 a small cannery was established in Lebedyan, Lipetsk Oblast, around 500 kilometers south of Moscow. The company struggled, producing canned fruits and vegetables. In 1981 a Mr Nikolai Bortsov was appointed general manager and things started turning around.

By 1992 the cannery was very successful in the production of fruit juice, and that year it was transformed into a joint stock company. In 1996 Lebedyansky launched its first branded product, Tonus Juice and in 1998 the company management decided to pursue a major expansion. Fruit juice experts from European and American companies worked on the project, and revenue grew from US$18 in 1998 to US$375 in 2004, and market share from 4% to 30%.

In becoming the leading juice producer in Russia, Lebedyansky deveoloped the following brands:

Premium
- Ya
  - 14 juices and nectars
  - 4 traditional Russian berry flavors
Mid-priced
- Tonus
Low-priced
- Fruktoviy Sad, a brand that received heavy advertising campaigns, by itself accounts for 16% of all juice sold in Russia
  - Apple juice
  - Tomato juice
  - 10 different fruit nectars
- Frustyle, a stylish brand that appeals to young people
  - Blood orange
  - Kiwi
  - Mango-papaya
  - Banana-strawberry
- Privet
Baby food
- Lebedyanska
- Frutonjanja