By Archana R Nair
The annual reports of US based McCormick and Company Inc need not show results that always meet the expectations of investors. But it will be flavoured with the choicest spices that makes it the global leader in the flavors industry.
McCormick may well enter into the Guiness Book of World Records as the only company whose annual reports takes the smell of flavoured spices, a tradition that not been copied any anyone so far for the last thirty years.
The annual report 2011 stimulates taste buds with the scented smell of Garam masala, the mouth warming ingredient of Indian cuisine. The spice blend,which gives a finishing touch to dishes, is considered to be the heart of Indian culinary art.
The choice of garam masala for annual report 2011 is viewed as the company's aim to further expand itself in Asian countries. India is considered to be the highest per capita spice consumption nation in the world, estimated at five times than United States.
The company has already entered into $115 million joint venture with India’s Kohinoor Foods Ltd. to sell the company’s basmati rice. Also, it has grabbed a stake of 26% in Indian spice maker Eastern Condiments Private Ltd. for $36 million.
How was the scent applied to annual report?
Schimtz press applies the scent into the pages after the printing work is done. A glaze, the colour and consistency of honey, contains the scent and is rolled over a select number of pages after the ink dries.
The report explains about the financial performance that met or exceeded McCormick’s financial objectives for the year, including $3.7 billion in annual sale. Also, it gives the details about the company’s global expansion, product innovation and contribution of its employees.
