Chr Hansen targets Italian meat cultures sector

By Anthony Fletcher

- Last updated on GMT

Related tags: Chr hansen, Italian cuisine, Meat

Chr Hansen's aim of increasing its 50 per cent share in the Italian
meat cultures market depends on constantly improving communication
with customers, according to the firm's Italian meat sector
manager.

"It is our job to create awareness about how these products can help manufacturers,"​ said Franco Franzoni, business manager for meat & prepared food in Italy.

"Also, tightening up legislation is essential to direct even more attention towards the entire area of food safety."

The company believes that its impressive market share for cultures in the fiercely competitive Italian meat industry is down to listening to what customers need. Chr Hansen has already tapped into a new trend in the local meat industry - an increasingly high number of Italian meat manufacturers are using starter cultures as a means to optimise the production process.

"It is precisely this close dialogue that we keep with our clients that allows us to find a creative if not unique solution to each challenge,"​ said Franzoni. "Often an even better solution than what we had in mind originally.

"One can say that together we directed our focus towards fulfilling a need that neither of us at first knew even existed."

Franzoni also believes that Chr Hansen's local Application Centre, where customers can work in close collaboration with the company on the development of local and regional food applications.

"It is crucial that we have been highly innovative while working interactively with our clients, specially when they are in need of products or solutions that aren't readily available on the market,"​ he said.

"There is no doubt that with our application laboratories we are well-positioned in the Italian market, and therefore I anticipate that the strong growth in Italy will be sustainable."

Chr. Hansen has been selling food ingredients in Italy since 1935. According to Franzoni the immediate goal is to maintain Chr Hansen's leading position in the market and expand it even further.

One of the main opportunities for further growth is the bioprotective cultures market. These cultures are designed to help prevent the growth of Listeria and spoilage bacteria in meats, and are claimed to be more efficient than chemicals.

"The rapid progress we have experienced over the past couple of years is the result of our gradual strenuous and persistent long-term efforts,"​ said Franzoni. "Our dedicated and skilled staff together with our senior management has played a significant role in this success by developing our business so that it today appears stronger than ever."

Chr Hansen is now the world's largest supplier of cultures and natural colours, and has acquired an increasingly larger international market share over the past couple of years.

"You would never hear us tell a client 'never' or 'that is not possible',"​ said Franzoni. "On the contrary, we always strive to work with our clients, to find optimally right solutions that meet their current needs and wishes."

Related topics: Market Trends

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