Zwanenberg Food Group, the Dutch food firm, has bought the Australian cooked meats brand Plumrose from US-based Simplot for an undisclosed sum.
The deal means Zwanenberg will set up a sales and marketing office in the country, which will be headed by Gert-Jan Veenes.
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Veenes believes Zwanenberg has the ability to grow in Australia through the Plumrose brand and new products.
“We are working on research to get a clearer picture on the what is exactly in the minds of consumers when they think of Plumrose but, with the experience we have in other export markets, we believe we can develop a good business,” Veenes told just-food.
Under an agreement with Simplot, Zwanenberg had already been producing ham and frankfurters for the Plumrose brand in the Netherlands and the US and shipping the products to Australia.
Veenes said Zwanenberg would continue to ship Plumrose products to Australia and played down suggestions that the company would look to establish a manufacturing base in the country. “We’d like to take one step at a time and get the Plumrose business going,” he added.
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By GlobalDataZwanenberg, which enjoys annual revenue of EUR350m (US$546m), runs 13 factories in the Netherlands, the US and the UK.
