Anne Mere has been appointed head of Fazer Bakery Baltic

Anne Mere

Anne Mere

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Fazer Bakery Baltic, which represents the company Fazer Latvija SIA in Latvia, as well as the bread brands Fazer and Druva, will start working today with a new manager – Anne Mere.

She replaces the previous manager Klāvs Bērziņš, who previously managed the company for three years.


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Anne Mere has 20 years of experience in the field of fast moving goods (FMCG). Prior to joining Fazer, A. Mere held various leading positions in the Nordic food company HKScan, which represents brands such as Rīgas Miesnieks and Rakvere in Latvia, and managed the company’s business in the Baltics for the past five years.

A. Mere’s previous work experience is related to business management, improvement of operational competencies, implementation of brand strategies, as well as promotion of retail business development in various markets.


I am glad to have the opportunity to contribute to the development of Fazer Bakery Baltic in the Baltic States. I have worked in the food industry for most of my career, for 18 years the focus of my activity has been related to the poultry and pork production, processing and sales business in the Baltic States. I am convinced that my experience and existing knowledge will promote the development and growth of the Fazer brand and strengthen the company’s position in the market, ”says A. Mere.

The new manager has joined the company at a time when the bread market is generally in decline – in the first half of this year, compared to the same period last year, in Latvia it decreased by 4%.

Nevertheless, in challenging business conditions, Fazer Latvija has managed to increase its market share in Latvia to 21%, thus becoming the second largest player in the bakery market. *

One of the most important challenges facing the bakery industry in the future is the changing habits of buyers. There is an increasing tendency for people to switch from daily shopping to less frequent but more extensive weekly shopping.

More and more people are choosing the most convenient way of shopping, as evidenced by statistics – the share of shoppers who make large weekly purchases has increased from 41% in 2019 to 60% this year. **

This trend is forcing bakers to adapt to new shopping habits and look for new ways to offer bakery products in larger packages and with longer shelf life.

The online shopping industry has also changed, with 41% of the population choosing this as the most convenient way to buy food at least once a month, so it is especially important to pay attention to a successful digital marketing strategy that would also reach shoppers in the virtual environment. **

Finally, the popularity of traditional bread continues to decline, with demand for rye and loaf bread falling by 11%. On the other hand, the demand for modern wheat bread formats, such as toast, portion bread, flatbread bread, has increased by 19%, opening up new opportunities for product development and attracting new bread consumers. *

To “Make Latvija”

Fazer Latvija is one of the bread market leaders working with the Fazer and Druva brands. Bread is baked in a modern factory in Ogre, which is one of the most traditional bakeries in Latvia. “Fazer Latvija” will continue to focus on the development of the existing bread product line – Fazer “Dzīvā”, Fazer “Gardā”, Fazer “Freshly baked for you!”, Fazer “Street Food”, “Druva” and “Mākoņmaize”, as well as offering customers brand new , as well as already popular and well – known products that meet the rhythm of modern life and consumer needs.

* AC Nielsen, Fresh Packed Bread Market, 1st half of 2021 and 1st half of 2020
** AC Nielsen research “Shopping Habits 2021” and “Shopping Habits 2019”

To “Make Groupu”:

Fazer creates a special experience for food and allows you to enjoy the best taste moments every day. The company’s history began in 1891, when Karl Fazer opened his first café with a mission to create value-added products and create joyful moments all around. By creating new tastes, traditions and experiences in food, Fazer’s vision is “Towards a great future”.

Fazer wants customers to experience the magic of the Nordic countries, based on a strong corporate history, a customer-oriented approach and innovation to create sustainable food production solutions for the future.

The Fazer Group focuses on the consumer goods (FMCG) market, operates in eight countries and exports its products to more than 40 countries. In 2020, the Fazer Group’s net turnover was 1.1 billion euros and the number of employees reached more than 8,500.

Fazer Group in Latvia is represented by Fazer Latvija. Fazer operates in accordance with ethical principles based on the values ​​of the Fazer Group and the UN Global Compact. Northern Magic. Made Real.

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