Fortitech Asia Pacific Adds Chinese Premix Market Focus

27/09/06 The nutrition industry worldwide is growing at a very quick pace and one of the fastest-growing markets is in China. Fortitech Asia Pacific is addressing this growth and recognizing business potential by creating a new position to specifically focus on growing its premix business and locating new opportunities throughout the People’s Republic of China.

Effective immediately, Tony Tan has assumed the role of general manager of business development for Fortitech Asia Pacific. Based in Malaysia, Tan’s responsibilities and priorities are, in part, to build a solid business base for Fortitech’s custom premixes throughout China as well as to give added support to Fortitech Asia Pacific’s sales force at its Kuala Lumpur facility.

“This new appointment proves that our aggressive business strategy is effectively taking off,” says Mae Ng, general manager of Fortitech Asia Pacific. “We’re identifying the market opportunities in our part of the world that have the most potential for premixes and the addition of Tony Tan will allow our company to reach our goals faster and in a much more efficient manner.  Tan’s other role with Fortitech Asia Pacific will be to provide guidance and mentor the rest of our team to accelerate the pace of development in other markets in Asia,” added Ng.

Tan’s career has brought him to many global locations, not just limited to the Asia Pacific rim, managing operations of varying scales and requiring diverse business/economic skills.  Tan has more than 20 years of professional experience in sales, marketing, product strategy and business development with Carrier, a multinational American corporation specializing in heating, ventilation, air conditioning and refrigeration products.  In addition, Tan has a solid background in manufacturing and general management.  Most recently, Tan served as general manager of sales for Carrier Malaysia Berhad (CMB) and Carrier’s regional headquarters in Singapore.  Tan was also largely instrumental in the Asia Pacific refrigeration business startup which focused primarily on multinational food and beverage corporations as well as other related business sectors.

Tan graduated, with honors, with a Bachelor of Science degree in education from the Universiti Malaya in Kuala Lumpur, Malaysia.  He completed his post graduate studies with a Master of Business Administration degree from Edinburgh Business School, Heriot-Watt University in Scotland.  Tan is fluent in English, Malay, Mandarin and Chinese dialects (Teo Chew, Hokkien and Cantonese).

Supporting Fortitech Asia Pacific’s decision to focus more on China, statistics from the Public Nutrition and Development Center (PNDC) located in Beijing show the index figure for China's nutrition industry recently reached 154.2 and the index for demand is 192.3.  The PNDC declares numbers beyond 100 are definite indicators that the Chinese nutrition industry is at a “prosperous level.”  The PNDC expects China's nutrition industry will grow at a rate of 12 to 15 percent and by 2010 the anticipated economic impact of China's nutrition industry will total about ¥278 billion ($34.9 billion /€27.2 billion).