FrieslandCampina is eyeing growth in Germany with plans to take responsibility for sales of its branded cheese products in the country "this year", after terminating its distribution relationship with Bongrain.
Bongrain was FrieslandCampina's distributor of cheese products on the German market. However, the cooperative believes it can improve its competitive position by taking direct control of the business.
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A spokesperson for FrieslandCampina told just-food the aim is to improve the company's position on the "fiercely competitive German market while making optimum use of all the opportunities this market offers". At the same time it hopes to reduce costs and optimise processes.
"We want to be a category leader and professional partner to the German trade. The commercial activities for Frau Antje butter and branded cheese have become part of FrieslandCampina Germany, so now we operate with one face to the customer. Customer development and shopper marketing have become more important and we have started working with our customers on a different level."
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