Frutarom continues South African expansion with acquisition
JannDeRee, founded in 1993, develops, manufactures, and markets flavours with an emphasis on savoury…JannDeRee, founded in 1993, develops, manufactures, and markets flavours with an emphasis on savoury flavours and sweet flavour solutions. The company, which is said to have been growing rapidly over the last few years, has an R&D, production and marketing site in Johannesburg, South Africa, located adjacent to Frutarom’s South African site, and a wide customer base in South Africa and in other important emerging countries in the sub-Saharan region such as Malawi, Zimbabwe and Mozambique.
Frutarom said that JannDeRee’s activities are synergistic with its own activities in South Africa in the field of flavours, which have grown at rates higher than the rate of market growth over the past few years.
Frutarom has recently further strengthened its presence in African markets by adding additional sales personnel in key countries such as Nigeria.
Frutarom said that it will take immediate actions to integrate activities, including integration of R&D, marketing and sales infrastructures, purchase, production and supply. JannDeRee’s management, headed by its managing director, will become part of Frutarom’s management in Africa.
“The acquisition of JannDeRee continues the implementation of Frutarom’s rapid and profitable growth strategy and the realisation of its vision - to be the preferred partner for tasty and healthy success,” said Frutarom’s president and CEO Ori Yehudai. “The acquisition will substantially strengthen Frutarom’s positioning in these fast growing regions of Africa. The acquisition contributes to the expansion of our product portfolio for countries in Africa, to the strengthening of our management, research and development, manufacturing, marketing and sales capacities in the area of savoury flavours - an area where Frutarom has not yet been active in Africa.”
“We continue to seek out strategic acquisitions and to implement our rapid growth strategy combining profitable internal growth and acquisitions. Frutarom continues to accelerate its growth in both developed and emerging markets. We will continue to invest in the fast growing regions of Asia, Central and South America, Central and Eastern Europe and Africa, following a market share in emerging markets which has grown from 27% in 2010 to 36% in 2012.”
