Reading Bakery Systems expands in Asia to tap ‘dynamic and diverse’ market

By Vince Bamford contact

- Last updated on GMT

China and South East Asia are 'dynamic' markets, says RBS. Pic: © iStock/XiXinXing
China and South East Asia are 'dynamic' markets, says RBS. Pic: © iStock/XiXinXing

Related tags: Southeast asia, China

Processing solutions firm Reading Bakery Systems is expanding its presence in the Asian market.

Describing China and South East Asia as “dynamic, developing and diverse snacking markets​”, the US-based business – part of the Markel Food Group - is to relocate some of it senior staff to the region.

Reading Bakery Systems (RBS) already has resources of people, offices and an installed base of machinery in the region​,” said RBS president Joseph Zaleski.

Our aim is to add additional sales, engineering and technical personnel as a platform for continuing to develop relevant baked snack systems for those important markets​.”

Relocating to Singapore

The company’s vice president of sales David Kuipers takes on the new role of senior vice president of sales and marketing and will relocate to Singapore to lead sales operations in China and South East Asia.

David Kuipers
David Kuipers

Kuipers, who joined RBS in 2004, has more than 30 years’ experience in the baking industry.

RBS research & development engineering manager Ric Watts is relocating to China as manager for RBS Operations China. He will lead expansion of engineering and manufacturing resources at the company’s Tianjin factory, a facility already owned by the Markel Food Group.

Western snacking and bakery businesses are increasingly targeting China – with companies including Kraft Foods​ and Mondelēz International​ recently launching established snack and confectionery brands in the market.

Although analysts Euromonitor has reported a slowdown in savory snack sales growth in recent years, the firm expects the market to rebound in China from 2017.

Snacks distribution

In emerging markets, we should expect improved snacks distribution to aid growth​,” Euromonitor packaged food head Lamine Lahouasnia told this site earlier this year​.

Based in Robesonia, Pennsylvania, RBS operates brands including Thomas L Green, Reading Pretzel, Exact Mixing and Reading Thermal. 

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