As China is galloping forward as a new economic superpower with high growth rates and an enormous, steadily growing base of well-off consumers, global bioscience company Chr. Hansen celebrates its first ten years in the huge Asian country.

Only in mid June the Chinese President Hu Jintao paid a visit to Denmark, where Chr. Hansen is headquartered. During a Danish-Chinese conference on business and trade the Chinese delegation underlined the need for healthy and safe foods in China.

 "We certainly want to contribute positively to the development of China and our customers. Our vision of improving food and health fits very well with the market trends in China as well as the key objectives of China and its newly released five year plan to improve food safety and health," says Christian Kühl, Regional Vice President, Asia, Pacific & Middle East.

Continue to invest heavily

"From a very modest start Chr. Hansen has grown to have a leading market position in China. Our 10 year anniversary marks the beginning of a long term commitment for Chr. Hansen in China. The business has seen remarkable development and growth since 2002 and I expect that we will grow many fold in the coming decade.

We have a great team with very dedicated people and strong business partnerships. That is exactly why we continue to invest heavily in the market and continuously upgrade our capabilities," he concludes.

Keeping the momentum

Chr. Hansen is today a major dairy culture supplier in the Chinese dairy market and is also a strong player within natural colors. Over the years international and local key customers have teamed up with Chr. Hansen as a key strategic partner.

 "China is a dynamic market and Chinese customers require value adding services beside high quality products. To keep providing more innovative, technical and marketing knowledge we have established close partnerships with major players in the dairy industry," says George Teng, Country Manager, Chr. Hansen China.

Helping customers to meet consumer needs

"We have seen the unique characteristics of the Chinese market and customers and we will continue developing products tailormade to serve their specific needs.

Our range of e-number free natural colors from fruits and berries, FruitMax® is a good example of that. As more and more consumers demand a clean label, Chinese food manufacturers are seeking support to remove the artificial ingredients they used to work with.

More right products can strengthen our position in China," concludes George Teng

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