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German FMCG company to grow in Asia: Appoints general manager in Singapore
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Thursday, 20 February, 2025, 15 : 00 PM [IST]
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Singapore
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Famobra GmbH, a German wholesaler of fast-moving consumer goods, including sweets, food, beverages, beer, and spirits, aims to become a global market leader within a few years. As part of this goal, the company is intensifying its expansion efforts in Asia. Lars Lund Rasmussen has been appointed as general manager to oversee the company’s operations in Singapore, where he is based. Rasmussen brings with him a wealth of experience, having previously worked as a recruitment consultant in the logistics sector across Asia and as the consul general for the Danish Foreign Ministry in China. He also has a background with Salling Group, a market leader in Scandinavian retail.
”Famobra is a visionary company where ambitious goals for growth are highly prioritised, and I am excited to be part of this journey. The demand for European A-brands such as Haribo, Ritter Sport, and Guinness Beer is growing rapidly in Asia, and we aim to capture this market,” said Rasmussen.
Morten Ryholl Skjerning, CEO of Famobra Group, said, ”Lars Lund Rasmussen’s appointment comes in the wake of an extensive recruitment effort to find the right person for the role. We’ve been looking for the ideal candidate to lead our operations in Singapore, which is a key trading hub for Asia. Lars’ experience, his skills in innovation, and his commercial acumen make him the right person for the task. His knowledge of Asian culture makes him the perfect fit for bridging the gap between our North German company and our existing and incoming customers and suppliers in Asia.”
The company, based in northern Germany and part of the Fleggaard Group, has seen consistent annual revenue growth of 15 to 30 percent over the past decade. This growth is now being leveraged for the company’s expansion into Asia, focused on China, Singapore, and Hong Kong.
”Our ambitions are incredibly high. We are well-positioned in Central Europe, and with significant growth opportunities in Asia, we’re accelerating our pace. As an FMCG company, we operate in a fast-evolving industry, where the competition is fierce, but the potential for growth is huge. We’re investing heavily and moving fast because that’s what is needed to take the lead on a global scale,” said Skjerning.
As part of its expansion strategy, Famobra is focused on increasing its local presence and cultural understanding in Asia. Rasmussen’s task will be to build on the existing team in Singapore, which will help bring the company closer to its Asian customers and suppliers in business, linguistic, and cultural terms.
”Having lived and worked in Asia for many years, I have a deep understanding of the market and its culture. It’s a significant advantage to be locally present when entering a new market, and our strategic choice of Singapore as our base is no coincidence. Our next goal is to find the right talents, who can carry these significant growth ambitions. As a minimum, we must double our team in Singapore, and it is important to get competent local forces on board. At the same time, we must increase our presence and visibility by participating in the FHA in Singapore in April and SIAL in China in May. These platforms allow us the option to meet our current and future customers and suppliers, which is essential if you want to go far in this industry,” concluded Rasmussen.
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