The sales forces of Friesland Foods Cheese and Lactalis in Germany will be merged as from January 2006.
This merger will enable both companies to provide more intensive and high-quality advice to cheese sections in supermarkets, according to a Friesland Foods release. The aim is to further improve the presentation of the companies’ cheese ranges to German consumers.
Friesland Foods Cheese specialises in Dutch cheeses under the Frico brand. Lactalis sells French soft cheeses, including Roquefort, P’tit Basque and Corsu Vecchio. The cheeses of Friesland Foods Cheese and Lactalis form a major part of the range of cheeses being sold in Germany.
The activities of the sales forces of Friesland Foods Cheese in Germany have made Friesland Foods a leading player for the cheese sections in supermarkets. The integration of the sales forces of Friesland Foods Cheese and Lactalis will result in even closer contact with customers, as well as better matching of presentations and promotions.
Friesland Foods Cheese Deutschland and Lactalis Deutschland will continue to sell their own products independently.