Lesaffre, the world’s leading yeast producer, has recently secured a large number of orders during the 3rd China International Import Expo (CIIE) in Shanghai.
This event is also Lesaffre’s third year, and the overwhelming response from customers led to Lesaffre signing up in advance for the next 3 CIIE events.
Jean-Philippe Poulin, President of Lesaffre for Chinese, Hong Kong and Taiwan businesses said that demand for yeast products surged in 2020 due to restrictions imposed by the pandemic which led to a major consumer shift in spending with many starting to bake cakes, cookies and pastries at home.
Lesaffre has much to benefit from this as its share of the global yeast market is 31%. The overwhelming response from customers led Lesaffre to have a separate contract signing area during CIIE to accommodate the large number of buyers. Lesaffre also signed many strategic tie-ups with Chinese customers.
Poulin is optimistic of the potential of Lesaffre’s products in China market as the country is the only major economy in the world to record growth in 2020.
In 2020, Lesaffre also opened a flagship store on Alibaba Group Holding’s e-commerce platform Tmall and also formed a strategic partnership with another Chinese e-commerce giant, JD.Com. Lesaffre hopes that Chinese consumers can directly purchase its yeast products on the e-commerce platform, and keep alive their passion for home baking.
Apart from meeting domestic demand, Lesaffre’s made-in-China baking yeast and yeast extracts have already started to be exported to Southeast Asia. Since entering the China market more than 30 years ago, Lesaffre has constructed 4 production bases, 4 baking centers, and 6 factories in the country. It has also set up its Chinese headquarter in Shanghai 10 years ago.
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Biospringer by Lesaffre
