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FrieslandCampina moves away from commodities

22-Jun-2010

Multinational dairy company FrieslandCampina has revealed its strategy for the coming decade in which it plans to expand globally and shift its focus to three specialised product categories.

In its route 2020 strategy, the firm said it envisages growth in dairy-based beverages, branded cheeses and infant and toddler nutrition ingredients as it plans to target previously unexplored markets in the Middle East, North Africa and South East Europe.

 

Company CEO Cees ‘t Hart said “Worldwide we are seeing sharp movements in dairy prices, as well as a shift in the economic focus towards Asia, a globalisation of markets and businesses, increasing attention to sustainability and growing consumer demand for good, healthy food.”

 

Looking to capitalise on dairy’s healthy image, FrieslandCampina said it wants to develop worldwide growth by developing specific ingredients with clients and shifting the focus from commodity sales such as milk and whey powder towards sales of specialised products.

 

The firm has forecasted a 5 per cent average annual volume growth of its added value products, including branded cheese, Milner and added it would expand from cream products to a full dairy portfolio.

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