Yesterday, Chr. Hansen A/S inaugurated a new office in Bogota, Colombia. The new premises will be the cornerstone in the company’s aim to gain new market shares.
Milwaukee, Wisconsin – When the silk ribbon was cut to mark the opening of Chr. Hansen's new office in Bogota, Colombia on April 6, 2005, the international ingredients company took another big leap forward to serve the increasing number of customers in Colombia, Ecuador, and Venezuela.
Erik Sørensen, President and CEO of Chr. Hansen worldwide, says, "Our vision is to improve the quality of food and health for people all over the world. This is an area in which our company has a lot to offer, and certainly this is also applicable to Colombia. We are up to the challenge, especially in terms of bringing our concepts of natural food ingredients to the local market, where we expect to apply our wealth of ideas to match the unique food and taste preferences of our Colombian customers."
"Chr. Hansen's global approach to investing in and strengthening activities throughout the world impacts our customers in North America as well," states David R. Carpenter, President and CEO for Chr. Hansen in North America. "The regional knowledge of local customs and preferences that we gain in other countries translates to international expertise that our customers can build on."
Closer to the Customers
Chr. Hansen’s strategy is to become the first player in this new and very promising Colombian market. Therefore, it was decided to end many years of productive cooperation with local distributors, and to set up a daughter company, complete with storage facilities, laboratories, and sales infrastructure that includes technical support.
"We want to be closer to our customers so that we can develop local solutions using local labor to meet local needs," says Jan Boeg Hansen, Group Vice President for Chr. Hansen. "We firmly believe that the time is ripe for investment, which bodes well as an opportunity to achieve further and sustained growth. The Colombian food industry is one of the largest in the region, and this provides prospects for highly skilled local labor and opens the door for significant business opportunities."
Investing to grow
Mr. Hansen continues, "The past three years have certainly been tough, but the South American economy is beginning to pick up speed again."
At a time when many foreign investors fled the region, Chr. Hansen last year experienced 20 percent business growth in Brazil and Argentina combined.
"Chr. Hansen is investing to strengthen growth in this region," says Mr. Hansen. "A brand new expansion of our plant in Quilmes near Buenos Aires has added another 2,000 square meters of laboratories, office space, and a pilot plant. And in Bogota, our new office is now open to serve the increasing number of customers in Colombia, Ecuador and Venezuela.”
Operating from facilities in thirty countries worldwide, Chr. Hansen is a global biotechnology company that provides ingredients to the food, dairy, human health and nutrition, and animal health industries. Based on intensive research, Chr. Hansen works to improve the quality of food and health for people all over the world. The company is a primary supplier of cultures, probiotics, enzymes, colors, flavors, seasonings, sweeteners, and tablet coatings and excipients, which are applied in foods and beverages, pharmaceuticals, dietary supplements, and agricultural products. For more information, visit www.chr-hansen.com.
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Linda Sweek, Communications & PR Manager