Denmark-based natural ingredient company Chr. Hansen, has unveiled a new strategy targeted to unlock potential business growth in key markets.
 
“Every day Chr. Hansen’s ingredients are consumed by more than 500 million people worldwide. Yet significant potential remains in the global population of 7 billion people. We wish to meet the continuously growing demand for tasty, healthy, natural, safe and affordable food and nutrition,” said Chr. Hansen CEO, Cees de Jong. 
 
He added, “The new strategy builds on our core competences and is about evolution rather than revolution. We see attractive growth potential within our core businesses and have identified new opportunities for leveraging Chr. Hansen’s strong technology platform within the field of microbial solutions.” 
 
New focus areas include a stronger presence in emerging markets (Asia in particular), a new business area “Plant Health” with natural alternatives to chemical crop protection, and increased focus on research within bacteria. 
 
“Good bacteria are becoming an increasingly relevant way to address unmet consumer and customer needs in an all-natural way, and we have the technology to develop new and relevant solutions. We are excited about shaping our future. Simply put, we wish to be Nature’s No. 1,” concluded Cees de Jong. 
 
The company stated that its strategy consists of six overall themes: fully leveraging the potential of the Cultures & Enzymes Division; developing the microbial solutions platform in the Health & Nutrition Division; creating further value in the Natural Colors Division; reinforcing Chr. Hansen’s position in emerging markets ― especially Asia; driving a step change in innovation; and generating the fuel for growth.