5 minute read
By staying ahead of the curve, Lenk Frozen Foods (Asia) Co. Ltd. finds its way in the Southeast Asian market
Heiko Werner Lenk
Every country has its own preferences and way of consuming food. Different countries mean numerous cultures and habits, as well as specific trends that can vary across whole continents. In turn, these preferences depend on the country’s financial resources, its location, and its access to the food source.
What most Southeast Asian nations have in common is that the consumption of seafood is rising, particularly because it’s considered a healthy food choice. Taking a closer look at the actual trends in Southeast Asia reveals there is a smaller market segment interested in ready meals and value-added products. The majority of that market segment lives in cities, and tends to have busier lifestyles, with less time to cook. So, a healthy but easy to prepare meal, like pre-packed dishes such as a seafood salad or ready-to-cook marinated fish, is often what they’re looking for.
Responding to this need, Lenk Frozen Foods (Asia) Co. Ltd. constantly keeps track of the latest trends and product launches and is developing value added and convenience food products for its clients. With product diversification, it aims to enter this market segment, at a high-quality level, by meeting these new consumption trends.
With German roots, a head office in Bangkok, and several sub offices across the Asian continent, Lenk Frozen Foods can adapt to the latest developments and trends within the Southeast Asian frozen fish and seafood industry. Representing different nationalities, its creative team of colleagues works in close partnership with Bangladeshi, Vietnamese, Indonesian, Chinese, and Indian producers, and has become a strong service provider of high-quality frozen fish and seafood within the continent itself, as well as client bases in other parts of the world, including Europe, where it has its office in Germany.
As a “one stop seafood service provider”, Lenk offers integrated service throughout the entire value chain for frozen fish and seafood products. They perform active purchase consultancy in volatile markets, are a trusted sourcing partner for numerous kinds of customers, and their R&D teams support customers with new product development, concepts, artwork and design.
To assure that quality and specifications are in line with food safety, customer expectations, and all regulations, each production order is accurately supervised and inspected, and the inspection report is provided prior to transport. These services are embedded into the company’s working method and philosophy, allowing buyers to fully concentrate on the marketing and sales of their purchased goods.
HOW CAN CUSTOMERS CHECK THE STATUS OF THEIR ORDERS?
Lenk Frozen Foods (Asia) Co. Ltd. has developed a user-friendly service portal where customers can easily find the latest information, from the early stage of farming until product delivery. They can check the status of their orders, and also consult specifications, artwork, and inspection reports. Personal contact remains important to Lenk, but the need for quick and easy access to the very latest information is equally valuable. The goal is to be ahead in products and services, and more features related to traceability and numerous functional options are under development.
IS IT ALL ABOUT FOLLOWING AND RESPONDING TO MARKET TRENDS?
Even though “customer is king” and companies are responding to the latest trends by launching requested products, more organisations are introducing new products and concepts themselves, along with strategic marketing campaigns. Or they form strategic partnerships to boost sales and create new products. Why? It’s simple. Competitiveness in the market is extremely high.
IS THE MARKET THAT SATURATED?
The number of suppliers is high, and increasingly more companies buy directly from the source. There is one niche, however, with room for market growth, and that’s responsibly farmed, high-quality seafood. The number of such farmers and producers is still relatively low, so to even have a chance to enter the market you either need to be innovative, focus on a specific niche, or take one step back and involve yourself in the very first steps of the supply chain, namely aquaculture and production.
WHAT INNOVATIONS HAVE BEEN IMPLEMENTED?
With the foundation of Luna Seafoods Ltd., Lenk Frozen Foods (Asia) Co. Ltd. has taken this one step back and is now involving itself in farming and production of high quality Bangladeshi Black Tiger shrimps, utilising responsible aquaculture. These shrimps are raised in the southwestern regions of Bangladesh, close to world’s largest mangrove forest. This perfect natural environment allows the small farmers to grow a purely organic shrimp, where no surplus feed or antibiotics are added.
Through the direct trade model (no use of middlemen), these farmers receive a fair price, and since Lenk manages the entire supply chain – from catch to consumer –quality control is fully guaranteed. With the introduction of the Luna Shrimp Farms brand, Lenk Frozen Foods now wants to unroll this concept even further, with similar sustainable projects in other Asian markets.
Contact details:
Heiko Werner Lenk CEO & Founder
Lenk Frozen Foods (Asia) Co. Ltd.
Tel: +66 2 0131460
