The J. M. Smucker Company gets its bread and butter from more than just jelly. The food and beverage company, known for its namesake Smucker's fruit spread, has an extended product portfolio that includes Folgers coffee (the top brand in the US), Jif peanut butter (the top brand in the US), and Milk-Bone dog snacks (the top brand in the US); other products include shortening and oils, frozen sandwiches, and juices. It generates roughly equal parts of its revenue from pet foods, coffee, and consumer foods. Smucker's generates more than 90% of its sales in the US.
Smucker's operations are divided among four business segments: US Retail Pet Foods, US Retail Coffee, and US Retail Consumer Foods (which each account for nearly 30% of revenue), and International/Away from Home (which accounts for about 15%).
The company's growing pet food business includes mainstream pet food (Meow Mix, 9Lives, Rachael Ray Nutrish, Nature's Recipe), premium pet food (Natural Balance), and pet snacks (Milk-Bone, Pup-Peroni). Its coffee operations include mainstream ground, single-serve, and premium coffee (Folgers, Dunkin Donuts, Cafe Bustelo, 1850) and its consumer foods operations include peanut butter (Jif), fruit spreads (Smucker's), and shortening and oils (Crisco).
Smucker's international segment primarily includes coffee for Canadian and other non-US markets, as well as Canadian flour (Robin Hood, Five Roses) and Smucker's and Jif products.
Overall, coffee is the company's leading product category, generating about a third of sales; dog food, cat food, pet snacks, and peanut butter each contribute about 10%.
Ohio-based Smucker's generates more than 90% of revenue in the US with Canada accounting for about 5%.
The company has manufacturing and processing facilities in about a dozen US states and one Canadian province. It has sales and administrative offices in the US, Canada, China, and Mexico.
Sales and Marketing
In the US retail market segments, Smucker's products are primarily sold through direct sales and brokers to food retailers, supermarkets, food wholesalers, drug stores, club stores, mass merchandisers, discount and dollar stores, military commissaries, natural foods stores and distributors, pet specialty stores, and online retailers. Its International products are distributed through retail channels and foodservice distributors and operators (e.g., restaurants, lodging, schools and universities, health care operators).
Walmart and subsidiaries account for about 30% of the company's sales. Indeed, its top 10 customers generate some 60% of the company's revenue.
Advertising expense as a percent of net sales has been rising in recent years; costs were $194 million in fiscal 2018, compared to about $170 million each of the prior two years.
Since jumping nearly 40% in fiscal 2016 because of the acquisition of Big Heart pet food maker, Smucker's revenue has been on the decline. It has fallen some 6% over the past two years. Net income has seen a bit more irregular growth, but recorded a huge jump in the most recent fiscal year.
In fiscal 2018 (ended April 2018) the company reported revenue of $7.4 billion, down about half a percent from the prior year as increases in the pet food and international categories were not enough to offset a decline in consumer foods (primarily from the oils & baking categories).
Net income, however, more than doubled in 2018 to $1.3 billion. An income tax benefit of more than $475 million (compared to an expense of nearly $300 million the year before) related to 2017 US tax reform led to the rise.
Cash at the end of fiscal 2018 was $193 million, an increase of $26 million from the prior year. Cash from operations contributed $1.2 billion to the coffers, while investing activities used $278 million, mainly for capital expenditures. Financing activities used another $922 million for dividends to stockholders and repayments of short-term borrowings and long-term debt.
Smucker's strategy focuses on growth through owning and marketing the #1 brand name food products (both people and pet) in North America, with potential for worldwide appeal. Acquisitions and manufacturing and distribution agreements underpin these ends. As part of the company's long-term growth objectives, it is working to increase sales by 3% and earnings per share by more than 8% annually on average. While the sales contribution from acquisitions will vary from year to year, it expects organic growth, including new products, to drive much of the growth.
Along those lines, in fiscal 2018 the company launched canisters of 1850 and Dunkin' Donuts coffee, as well as Jif PowerUps peanut butter snacks and Pup-Peroni jerky bites. Products introduced in the last three years represent about $500 million in revenue.
As a result of this focus on top brands, particularly pet food and snacks and coffee, the company in 2018 agreed to sell its US baking business (Pillsbury, Martha White, Hungry Jack, and other brands) to investment firms for $375 million. It previously divested its US canned milk brands (Eagle Brand, Magnolia) and operations.
With the acquisition of Big Heart Pet Brands, the company instantly became a player in the growing pet food and snacks market. The pet segment is now Smucker's largest.
Mergers and Acquisitions
In 2018 Smucker's paid nearly $2 billion for premium pet food company Ainsworth Pet Nutrition. The deal adds a handful of pet food and snack brands, including fast-growing Rachel Ray Nutrish, to Smucker’s pet food division, which already includes Meow Mix, Milk-Bone, and 9Lives, among other brands.
1 STRAWBERRY LN
Orrville, OH 44667-1298
Phone: 1 (330) 682-3000
Employer Type: Publicly Owned
Stock Symbol: SJM
Stock Exchange: , NYSE
Vice Chairman and CFO: Mark R. Belgya
Vice Chairman; President, U.S. Food and Beverage: Steven T. Oakland
Chairman: Richard K. Smucker
Employees (This Location): 1,700
Employees (All Locations): 7,700
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