Puratos strengthens position in Taiwan

01 Aug 2017 --- Puratos has announced the establishment of Puratos Taiwan in August 2017. Puratos, an innovator in bakery, patisserie, and chocolate, will hold 80 percent of the newly created entity and the historical distributor of Puratos will maintain 20 percent. Puratos Taiwan plans to bring even more quality and value-added ingredients to artisan and large account customers. 

“Taiwan is a sophisticated market and very influential in the rest of Northern Asia. Puratos Taiwan will help us expand our geographical footprint,” says Daniel Malcorps, Chief Executive Officer of Puratos.

Puratos Taiwan will provide a wider range of products and services to help artisan and large account channel customers be even more successful with their business.

Speaking to FoodIngredientsFirst, Elsa Lu, Marketing Manager at Puratos Taiwan said: “The Taiwanese market is divided into two major consumer groups. On the one hand, we have consumers looking for high-end products, a luxury-shopping experience where fine ingredients, impressive packaging or decorations are highly appreciated. Well-known artisan bakers, patissiers or chocolatiers are positively attracting the consumers since craftsmanship is highly admired.”

“On the other hand, consumers are looking for tasty food with a good price deal. However, the Taiwanese consumers have high standards when it comes to “tasty food” whatever the group they are in,” she explains. 
 
According to Lu, consumers in Taiwan are open to discovering new flavors. “It is no surprise to find in all neighborhoods plenty of different independent bakeries, cafés, patisseries,” she says. 

“The awareness of sugar reduction is higher than salt reduction since afternoon snacks are very commonly composed of sweet goods.”

“We will continue to supply customers with the current products while offering a wider range of Puratos products and services in Taiwan. Our focus is also on offering adequate marketing tools and sales processes to better serve large account channels (retail, industry and food service),” comments Peter Deriemaeker, Market Director Asia Pacific, Middle East and Africa at Puratos.

With more than 30 years of expertise, the historical distributor benefits from a strong network of 4 distribution centers based in Taipei, Zhongli, Taichung and Kaohsiung, and employs more than 50 people.

In order to meet the significant growth opportunities, future investments will follow, including investing in a local R&D team, as well as the construction of a local production plant.

Currently, Puratos counts close to 1,300 employees in Asia Pacific with 22 production units in 9 countries. 

By Elizabeth Green

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