The office will provide on-the-ground services for its cooking and frying technology, cooling and freezing, distribution, seasoning and coating, weighing and packaging, and metal detection, among others.
Diverse food indsutry
Peter Oussoren, chief sales officer, tna, said the company sees "immense potential" in the region with more manufacturers looking for high-speed technology that can reach the same throughput with a single piece of equipment.
tna has hired Alexandra Simakova to manage the Eurasia office, who has more than 15 years’ experience in sales, business development and service management across the confectionery, powders, baked goods and dry foods industry.
“The Russian food industry is very diverse, with each region having its own specific set of preferences. At the same time, we’re seeing global trends affect local consumer choices,” she said.
Oussoren added Simakova’s expertise will be instrumental in supporting the growth of the regional market.
The announcement follows news tna opened an office in Tokyo, Japan in June.
Paul Webster, general manager, tna Asia, said at the time, Japan was a flourishing market and opening an office here was an exciting milestone and an important step in its global expansion strategy.
According to a report by Euromonitor International, ‘Packaging in Russia’, August 2017, 2016 saw food packaging in Russia continue to decrease in total unit volume terms and this was due to the stagnation seen in volume sales of packaged food.
“Cheaper plastic-based packaging formats have started to be used more in food packaging, largely at the expense of relatively expensive packaging formats such as glass and flexible paper,” it said.
“As consumers are striving to obtain better value for money, manufacturers have started to adapt the pack sizes of their products.
“For example, in categories that saw strong unit price growth such as chocolate confectionery and nuts, manufacturers are reducing pack sizes to reduce the price per pack.”