Zeelandia completes Brics strategy with Indian joint-venture

By RJ Whitehead

- Last updated on GMT

Zeelandia is already established in India with its bakery ingredients
Zeelandia is already established in India with its bakery ingredients

Related tags: India, Sri lanka

Zeelandia and Fine Organics have set up a joint-venture for India and its neighbouring markets under the name Fine Zeelandia to sell mostly locally produced baking ingredients.

Multinational bakery major Zeelandia, which is essentially a Dutch family business with 28 subsidiaries and 19 production sites, is now present in all five Brics countries following the India move.The operation will begin operations shortly, initially with imported Zeelandia products. Fine Organics’ current dedicated sales team will transfer to Fine Zeelandia, which will later expand across the country, and then into Sri Lanka, Bangladesh and Nepal.

We are already active in food additives and emulsifiers, amongst other products. This joint-venture with Zeelandia is an important way for us to secure a share of the growing market in India for specialised bread and pastry ingredients and similar products​”, said Jayen Shah, director of Fine Organics.

Guido Janssen, Zeelandia's chief commercial officer, added: “This will speed up local deliveries and make Zeelandia prices more competitive by eliminating the import process for most products​”.

Specialty products, including Carlex release agents, fondant and marzipan will continue to be sold on an import basis.

“We want to strengthen our global position through local partnerships and local production. It’s a huge growth market, especially for confectionery, but increasingly for bread as well​,” said Krist.

In Fine Organics we also have a solid partner. Like Zeelandia, it’s a strong family business with a great track record in product innovation. We’ve worked together successfully for years and are confident that the joint venture will pave the way for further growth​.”

Related topics: Bread, Manufacturers, Emerging Markets

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