Zwanenberg Food Group, the Dutch producer and exporter of quality meat products globally, has announced that it will expand its interests in Australia by acquiring the Plumrose brand from Simplot Australia.
Until now, Zwanenberg Food Group has mainly produced ham products and frankfurters for Simplot Australia, which were sold under the Plumrose brand in the Australian market.
According to Zwanenberg chairman Aldo van der Laan, the company’s purchase of the Plumrose business heralds Zwanenberg’s expansion into key markets outside Europe and the USA.
“The Australian market has considerable growth potential,” van der Laan explains. “Taking marketing and sales activities into our own hands will enable us to improve our market position in Australia and in turn deliver more benefits to the retailers.”
Following on from the due diligence process of the current business, Zwanenberg will conduct a full brand review and consumer research will be undertaken to ensure that more innovation is brought into the category by extending the brand with other product lines in the future.
“We wish Zwanenberg continued success with this unique brand,” says Simplot Australia Managing Director, Terry O’Brien.
Zwanenberg produces meat products, including canned meat and specialties, in 13 fully-owned factories in The Netherlands, the United Kingdom and the United States. It also participates in export markets with offshore sales offices in Germany, the United Kingdom, Romania and the United States.
For further information contact:
Gert-Jan Veenes
Zwanenberg
gj.veenes@zwanenberg.nl
www.zwanenberg.nl