Chr. Hansen's 10th anniversary marks the beginning of a long
term commitment to China
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
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
"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