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 | | DÖHLER TAKES A WORLD-CLASS LEAP FORWARD WITH MAJOR BRAZILIAN INVESTMENT | | | DÖHLER GMBH | | 03/03/2008 | | | With the majority of worldwide soft drinks, both established products and new launches, involving citrus flavours expertise in citrus fruit technology is a vital key to beverage development success.
The DöhlerGroup has a long history of involvement in fruit pro-cessing and the development of the finest citrus fractions in Brazil. From the end of 2007, however, Döhler’s ability to develop the South American soft drinks market, in addition to its worldwide competence, has been dramatically transformed.
The major investment in a state-of-the-art development and production centre at Limeira in the very heart of the world’s most important citrus fruit growing area is now complete and has delivered Döhler’s world-class ‘Centre of Expertise for Citrus’. The new Döhler America Latina (DAL) site stretches over 50,000m², the equivalent of 7 football pitches. Now it has the capacity to significantly accelerate the development of the entire Latin American soft drinks market and Döhler’s all-embracing expertise in citrus fractions and flavour building blocks worldwide.
Döhler has ambitious growth targets in South America based on its excellent, long established customer contacts and reputation for high quality beverage ingredients. The future will be driven by this superb new installation at Limeira with local expertise capable of bringing Döhler’s world renowned integrated solutions to a much wider Latin American audience.
In early 2006 construction of the new innovation centre, flavour production and support services infrastructure got underway and was completed by the end of that year. During 2007 the buildings for compound production and logistics were erected and fully commissioned. All construction has been carried out to internationally compliant quality standards.
Martin Tolksdorf is responsible for Sales, Marketing and Product Development in the region. “Our new facility will transform Döhler’s influence in the wider South American market, and we are confident that it will also accelerate the development of the region’s market as a whole” comments Martin, “We plan to further develop and grow the entire South American market”.
Beyond the vibrant and dynamic Brazilian market other immediate targets for Döhler are Argentina, Chile, Peru, Venezuela and Columbia. In these key regions its refreshing mainstream carbonates that dominate the markets. At present fruit juice consumption and that of juice drinks and nectars is still very low due to relatively low consumer purchasing power. Not surprisingly premium product categories like energy and sports drinks are still emergent but, Döhler believes, are poised to expand rapidly in the coming decade. Döhler is focussing on the huge untapped potential for flavoured waters, aqua plus concepts and relevant added value functional products over the next few years.
Martin Tolksdorf comments further “We have some very exciting fresh ideas specifically tuned to appeal to these very large local markets. With the extensive knowledge base we have within the DöhlerGroup on top of this superb facility in Limeira we look forward to a very bright and dynamic future in South America. I fully expect Döhler South America to be exporting innovative product ideas generated in Brazil back into the worldwide company network in the very near future”.
Citrus fractions, manufactured by DAL in Limeira have a strategic long term value for the DöhlerGroup. In addition to citrus fractions flavour building blocks, concentrated citrus oils and other valuable fruit bi-products meet not only the needs of the company but are also supplied to many high profile customers, manufacturers and brand owners, around the world.
DAL works closely with its colleagues in product management and product development at Döhler’s Darmstadt headquarters in Germany. A major business forum used to present the stream of new ideas and concepts to customers is the Innovation Workshop. DAL holds a series of workshop events around the region to promote business and carry new beverage developments into the marketplace.
The South American market is full of promise and exciting potential. With superb natural materials available and a state-of-the-art development facility now fully on stream Döhler will be taking this growth market forward faster than ever before. | |
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