Dispatches from Vitafoods Europe 2012

Chinese firm tackles Asia with its EU and US market knowledge

By Kacey Culliney from Geneva

- Last updated on GMT

Chinese ingredients firm, Fenchem, has established a strong business presence in the EU and US but has now turned its attention back to its local territory – to target what it says is a region with burgeoning opportunities.

Shaun Hua, a marketing representative for Fenchem, told FoodNavigator-Asia that Asia’s nutrition and supplements sector is brimming with pportunities – partly due to the region’s sheer size but also because living standards have increased.

“They (consumers) can afford the cost of nutrition and their awareness of the benefits of nutrition and food supplements has increased,”​ Hua said.

He said that as a Chinese company, there are clear advantages when tackling Asia’s vast region - “Compared with EU or US companies I think we are more familiar with the Asian market.”

Due to around 10 years’ experience in the EU and US markets Fenchem can bring high quality products – built on knowledge from operating in the West – to Asian consumers.

Fenchem has learned a lot from its operations in the EU and the US, he said, especially about the importance of developing products in light of consumer demands and needs.

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