Closer to the Chinese customers

Chr. Hansen inaugurates new office and Global Expertise Center in Shanghai.

Chr. Hansen is proud to announce the opening of a new office and Global Expertise Center in the Changning district of Shanghai .

The new center focusing on natural color solutions was officially opened on 26 March, 2014, by Mr Nicolai Prytz, the Danish Consul General, together with Chr. Hansen’s Mr Sten Estrup and Mr Haiming Zhu, Group Vice President, Asia Pacific, and Country Manager China, respectively.

“Since its founding Chr. Hansen’s solutions have always been based on strong research and development competencies. The opening of Chr. Hansen’s expertise center in Shanghai today confirms the company’s long-term commitment to the Chinese market offering value-added ingredients for the future,” said Mr Prytz.

Solid outlook
China is the second largest economy in the world, and the long-term growth outlook is solid.

Chinese consumers are increasingly concerned about the quality of the food and beverage products they buy and want to be able to trust their food source and supply. According to a global consumer survey carried out by the Nielsen Company in 2011, 60% of Chinese consumers are ‘very concerned’ about the use of synthetic colors in food and beverage.

“Our vision of improving food and health fits very well with the market trends in China, as does our Nature’s no. 1 strategy that accentuates the importance of natural solutions in all our business areas. The new Shanghai Global Expertise Center will enable us to provide an even better service and inspiration to our valued Chinese customers,” said Sten Estrup. “Our ambition is to be faster and have strong local capabilities to offer solutions with a Chinese twist.”