First Choice

New China Plant Makes Rich’s No. 1 Producer Of Non-Dairy Toppings and Icings in Asia

More than 20 years ago, Rich Products Corporation began establishing a foothold in China, the first focal point for the U.S. company’s planned international expansion.

Fast-forward to 2012:  Now a global food solutions leader, Rich’s recently celebrated the opening of an innovative new production facility in the Chinese metropolis of Tianjin.  Joining sister plants in Suzhou and Shanghai, the state-of-the-art Tianjin installation is Rich’s third non-dairy production works in China alone, as well as its eighth manufacturing plant in Asia and 36th worldwide.

“China was the jumping-off point for our global expansion,” explained Rich’s President and Chief Executive Officer Bill Gisel, who has been at the forefront of the company’s international growth since the late eighties.  “Years of diligence and cultivating relationships – caring for customers like only a family can – have paved the way for our successful presence in China and scores of other countries around the world.”

As Rich’s continues to spread its wings in China, its fastest-growing market, and other parts of the world, it is sticking to a proven formula for successful expansion:  make solid investments in each new market, hire associates locally, and constantly work with customers to provide products that will satisfy the tastes and desires of local shoppers.

“A critical component of our trend toward a truly balanced, global company is Rich’s commitment to making significant investments in local manufacturing, sales, and research and development, like we have done in China,” Gisel pointed out.  “Our new, sophisticated facility in Tianjin reinforces our promise to be a steadfast business partner in China.  We’re proud of the fact that, with facilities and dedicated associates now in Tianjin, Shanghai and Suzhou, Rich’s is the largest non-dairy toppings and icings manufacturer not just in China, but in all of Asia.”

Along with that manufacturing milestone, Rich’s also leads the continent in investment in non-dairy production and research, Gisel added, and further growth plans remain on the table.  For instance, in Tianjin, China’s third-largest city, Rich’s intentionally built the new plant with room for expansion.  “We certainly envision additional investment and employment opportunities in China and across the Asia/Pacific region,” he said.  “We’re determined to extend our global leadership.”

At the June ribbon-cutting ceremony, Gisel and associates of the new Rich Bakery Products Tianjin Co. Ltd. were joined by special guests from the regional and national levels of Chinese government and business, including Huang Ju Shang, Vice General Manager, Wuqing Development Area; Song Quan Hou, Director, National Food Quality Supervision and Inspection Center; Zhu Nian Lin, Chief Secretary, China Association of Bakery & Confectionery Industry; and Kang Li Na, Chief Secretary, All-China Bakery Association.

 The latest expansion ensures Rich’s Chinese customers will continue to provide their consumers safe, healthy food with a local flair.