Starting in China, Anchor Food Professionals will be rolled out across 60 specialized foodservice products destined for 50,000 customers in more than 50 countries.
The New Zealand dairy cooperative says it is aiming for its foodservice business to be a $5bn business by 2023. It will do this by growing ahead of the market in Asia and taking this new model into North and South America.
Fonterra director of foodservice Grant Watson said the new brand reflects the way the foodservice team is now doing business as the global foodservice market grows at a rate of 6% a year.
He said that the company would work with customers on business and product solutions that answer questions on improving profitability and reducing waste.
“We’re seeing massive growth worldwide due to the changes in people’s diets and daily lives. More and more people are grabbing food on the go or dining out – Anchor Food Professionals will help our customers keep up with this growth. Our aim is to grow at two to three times the market,” Watson said.
Large market share in China
Anchor Food Professionals says it is optimizing dairy ingredients using Fonterra’s research and development capability to meet the specific needs of chefs, bakers and restaurant owners.
In China, Fonterra has market shares of between 40 and 80%, depending on the product category and half of all pizzas in China have Fonterra cheese on top and more than half of the leading bakery chains in China use Fonterra dairy products.
This market growth is supported by a $250m investment in manufacturing plant expansions at four Fonterra sites, Te Rapa, Waitoa, Clandeboye and Eltham over the past three years that have doubled the cooperative’s foodservice offerings.