Stephan Rötzer, Founder, SanLucar group

Global company expanding presence in Asia

Though headquartered in Europe and in possession of several European production areas, SanLucar is far from just a European company. It's a global company that sources products from around the world and has a global distribution network to swiftly deliver those products to customers on every continent. In order to maintain this global presence, it's currently in the process of expanding its Asian footprint. But in order to ensure the expansion is successful, it's proceeding carefully in the early stages of its Asian project.

“We are convinced that the best way to succeed in the global market is not by battling competitors, but rather by creating 'blue oceans' of uncontested market space,” said Stephan Rotzer of SanLucar Group. “Our strategy must be based on offering that unique thing that other suppliers don’t have to get out of that big competition. We are not a brand that competes with a million of other companies, all fighting over the same fish in the pond.” As such, the first step in an Asian expansion is to consult with local experts to see ways in which SanLucar can stand out among potential competitors. In early conversations about Chinese and South Arabian markets, a key point of differentiation is something SanLucar already practices.

“What makes us different from other suppliers is definitely our genuine commitment to offer delicious fruits and vegetables with the best taste and the highest quality standards 365 days a year,” said Stephan. “Today in the fruit market, people understand the food business as a volume business. But in SanLucar we see it differently. We are a company that is dedicated to looking for the best fruit varieties around the world. And for us that means prioritizing quality over quantity. We work with a range of product with over 90 references, and from this wide range we can select whatever best suits the taste of consumers in the new markets.”

But the Asian market will also require unique changes if SanLucar is to successfully compete there. It might require tweaking branding or messaging in order to fit in with the local culture while retaining SanLucar's corporate identity. Also, while Stephan explained that European and Asian consumers are similar in that they both demand high quality product, Asian customers gravitate toward interesting products with innovative packaging, so getting the packaging just right will be extremely important.

With extensive experience in global logistics and a proven track record of ensuring uniform quality standards for products sourced from a variety of distinct locations, SanLucar certainly has the wherewithal to find success in Asia. But the next steps, the first ones toward expansion, will be crucial and will be taken with care.

“We are still in the early stages of our expansion plan, so the investment has been mainly in human capital. Our New Markets Department leads the initiative and we are proud to have trained and qualified experts focused on the analysis of each country,” said Stephan. “China has been the big slice of the cake for many years, but we must be careful and know exactly what the consumer demands in this market. And the same happens with Malaysia. We are still knocking on the door of this country, a very energetic market that is moving quickly and developing even faster, but it is also a complex market to enter.”

For more information:

Sonia Gabarda
SanLucar Fruit S.L.
Phone: +34 96 142 40 40 | Ext.2410
Mobile: +34 673 886 730 |

Author: Yzza Ibrahim / Carlos Nunez

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