CP Kelco expands distribution relationship with Azelis in EMEA

29 Oct 2021 --- CP Kelco is expanding its distribution relationship with Azelis in Europe, the Middle East and Africa (EMEA). The new distribution scope names Azelis as the exclusive distribution partner of CP Kelco across numerous countries and market segments, strengthening their global partnership.

Stephen Sullivan, head of global distribution excellence at CP Kelco, tells FoodIngredientsFirst that this agreement is part of CP Kelco’s business strategy, focused on fine-tuning its go-to-market approach.

He names channel partners as a critical component to understanding and delivering a personalized customer experience. 

“As our eyes and ears in many different regions, a distributor brings unique, ground-level understanding of local markets and consumer trends. This creates an important infrastructure opportunity to develop and refine solutions our customers value.” 

Azelis will become the exclusive distribution partner in Algeria, Libya and Northern Ireland for all applications from November 1. And from January 1, 2022, Azelis will be the exclusive distribution partner of CP Kelco in Belgium for all applications, and in Russia for Food & Health in addition to the previous appointment in Consumer and Industrial (C&I) segments.

CP Kelco and Azelis’ latest distribution agreements build upon their global partnership.Under the latest agreements, Azelis will distribute CP Kelco’s product lines for C&I and Food applications. These include Genu Pectin, KelcoGel Gellan Gum, Genu Carrageenan, Keltrol Xanthan Gum, Kelco-Vis Diutan Gum (excluding personal care and construction applications), Cellulon Fermentation-Derived Cellulose (excluding personal care applications) and the newest addition, Nutrava Citrus Fiber.        

Furthering the relationship
Azelis’ local sales coverage, growth track record and industry-dedicated laboratory network, all steered by regionally based teams, position Azelis as a distributor of choice for CP Kelco to enhance business activities.                   

Didier Viala, president of CP Kelco, comments: “Azelis’ customer intimacy and market knowledge across these markets give us all the confidence to keep moving forward with them as our partner in these countries.”

“We are proud to have the continued trust and support of CP Kelco,” adds Dr. Hans Joachim Mϋller, group CEO at Azelis. 

“Their eco-friendly range is a significant and impactful addition to our portfolio across these countries, and our continuously strengthening relationship allows for fast implementation with our teams.”      

Building on a global partnership 
The latest distribution agreement comes following a slew of distribution partnerships between CP Kelco and Azelis this year. 

Earlier this year, Azelis was appointed as the exclusive distribution partner in South Africa, Nigeria, Ivory Coast, Ghana and Senegal. 

In October, Azelis was appointed the exclusive distribution partner in Egypt, as well as certain territories within the Middle East, including Saudi Arabia, Lebanon, UAE, Qatar, Jordan, Kuwait, Bahrain, Oman and Iraq for the Food & Health market segment.

Edited by Missy Green