FrieslandFoods Dutch Lady Vietnam changes name
By Mong Binh – The Saigon Times Daily
HCMC – FrieslandFoods Dutch Lady Vietnam on Tuesday formally assumed its new name of FrieslandCampina Vietnam in harmony with the merger of the two largest Dutch dairy co-operatives Royal Friesland Foods and Campina at the end of 2008.
The transformation was aimed at better meeting consumers’ demands with the two Dutch dairy co-operatives’ combined strengths, Cees ‘t Hart, chief executive officer of Royal FrieslandCampina, told reporters after the introduction function held at the company’s headquarters in Binh Duong Province on Tuesday.
Jan Bles, managing director of FrieslandCampina Vietnam, told the function that the company began a new journey on Tuesday with specific targets and strategies to move forward to new levels in this market.
Bles told the press conference after the function that FrieslandCampina Vietnam was looking to a turnover of US$350 million for 2009 and the annual double-digit growth that FrieslandFoods Dutch Lady Vietnam had posted over the past years.
“You see, we are growing every year at more than 20% and doubling our turnover every three years. Our expectation is that this trend will continue in the future,” Bles said.
Bles said the company now held a market share of more than 30%, and aimed at adding a 1% share per year. Every year, the company supplies more than 1.5 billion milk units through its nationwide distribution system of over 150 distributors and 100,000 retailers.
“We are the biggest joint venture in milk industry in Vietnam with two modern factories in Binh Duong and Ha Nam provinces and with more than 15,000 people working directly and indirectly for the company,” Bles said in an open letter given to reporters on Tuesday.
Bles said 2,600 dairy farmers supplied 60 million kilos of milk every year for FrieslandCampina Vietnam, plus thousands of people involved in the process.
Bles said FrieslandCampina Vietnam had pooled US$125 million into Vietnam and would continue to invest more in people, innovation and brands including such famous ones as Dutch Lady, YoMost and Friso.
He told the Daily after the press conference that in addition to brand investment, the company would spend on raising the recognition of local consumers about the company behind the brands.
He said the local stake in FrieslandCampina Vietnam remained unchanged despite the name change. Currently, the State-owned Protrade Corporation of Binh Duong Province holds a 30% stake in the dairy joint venture.
Established by Royal Friesland Foods and Protrade about 15 years ago, the joint venture changed its name from Foremost in 1995 to FrieslandFoods Dutch Lady Vietnam in 2002 and then FrieslandCampina Vietnam on Tuesday.
Tuesday also saw the unveiling of FrieslandCampina logo.