Uhrenholt in Asia
2017 marks the 70-year anniversary of the Emborg brand. The occasion is celebrated in four primary markets in Asia with an Anniversary Campaign, where the grand prize is a Family Trip to Europe. Entrants must purchase any Emborg product and take a creative photo of the product prepared in a dish and share it on the contest post of the Emborg Facebook page.
Submissions are evaluated based on creativity, originality and relevance. The campaign is supported in-store and designed to drive sales and encourage repeat purchase, as well as online interaction. The significant prize sum is offered in appreciation and gratitude of consumers’ continued support of the Emborg brand, which ranks Top 10 in these markets.
The Retail Business in Malaysia
The Emborg brand has been present in the Malaysian market for several years. Especially natural sliced and block cheeses are popular showing double digit growth figures. The Emborg brand has the largest sales value, growing faster than the overall market contributing to it being one of the leading brand players.
The development of the cheese market in general is caused by the versatile use of cheese in many different dishes for breakfast, lunch, dinner and multiple desserts. We are also experiencing growth in cheese consumption due to in-between meal snacking.
Co-Promotion with Anna Olsen
In Malaysia, Uhrenholt has entered into agreement with the popular Asian Food Channel to endorse Emborg products. The Asian Food Channel is the premier and leading food and lifestyle broadcaster with presence in more than 10 countries in Asia Pacific as well as extensive online engagement via website and social media platforms. The TV series features Anna Olsen, a notable celebrity chef who has stared in many successful cooking shows and published several cook books. She demonstrates her delicious dessert recipes using Emborg dairy products – a true demonstration of our mutual passion for food.
To leverage our presence and create recognition in retail stores, we have launched an Emborg Baking Kit bundling butter, cream cheese and whipping cream. We have high expectations for this co-promotion, so watch out for the Baking Kit and be inspired by Anna Olsen and Emborg!
Since being founded in 1947, Emborg has historically been a first-mover into many new markets. Likewise in Asia, where we have ensured that the Emborg brand is present in many developing markets from an early stage of opening up to free trade. In general, Uhrenholt has a policy of integrating corporate social responsibility into our daily business, which in third world countries means supporting local development socially and economically.
In Cambodia for instance, we have purposely employed local talent to handle our business through which we seek to educate and empower. We have both a retail and foodservice presence and are expanding the business through local partnerships. Most recently, we attended CamFood, Cambodia’s biggest HORECA and Food & Drinks Show where we showed our broad selection of European dairy products to the expanding tourism and F&B industry.
Receiving Prestigious Export Award
We are very proud to announce that Senior Vice President in our Asian region, Morten Staal Jonassen, has received the Danish Export Association’s Diploma and HRH Prince Henrik’s Medal of Honour in connection with a Business Gala Dinner on 29th May 2013. The Award was presented by HRH Crown Princess Mary of Denmark.
Morten receives the Diploma for his success in building the business and Uhrenholt’s good name in Asia and for his considerable efforts in making the Emborg brand one of the fastest growing cheese brands in South East Asia.
We are very proud of Morten and congratulate him!
For contact to our offices in Asia...