The whole concept is based on demand analysis. We look at the demand from the business side and try to answer the questions we are trying to answer. We then scope the core systems to find the data elements we need.

We are building the database in iterative steps.

This is not a project, but an ongoing mode of operation or way of life. We plan to continually look at different issues and build the knowledge into the data warehouse to help us act more strategically.

Our objective is to grow our OEM business by penetrating the OEM areas we're in more deeply rather than look for new business, though we'll do that too. For the first time we'll have a budget and resources directly focused on this. The response from customers has been very enthusiastic.

It could be a merger with another player, it could be joint-venturing a material part of our business with someone, it could be financing the company in a completely different way, it could be just maintaining the status quo.

Selling the HP Ethnic Foods business is in line with our strategy of focusing on three core categories where Heinz is a sector leader: ketchup, condiments & sauces; meals & snacks; and infant nutrition.