HOCHDORF sharpens strategy and starts in medical nutrition business
15.12.11 19:07

Hochdorf, 15th December 2011 – HOCHDORF Group set to produce medical nutrition products with a new sales company called HOCHDORF Nutrimedical Ltd. launched for this purpose. The company also agreed its strategy for the period up to 2015.

The HOCHDORF Group is one of the leading foodstuffs companies in Switzerland. The company develops, produces and markets products in milk derivatives, infant formula and infant foods, as well as cereal-based specialities. The group is now extending its product range to include foods for medical purposes. It is launching the sales company HOCHDORF Nutrimedical Ltd. as a joint venture to this end.


Experienced Managing Director

HOCHDORF Nutrimedical Ltd. will be led by Managing Director and minority shareholder Sander Ketelaar (46). Mr Ketelaar is a Dutch national and graduate in medicine and business who has worked in various food companies in the area of medical nutrition. Sander Ketelaar's experience in international sales and development provides him with the necessary know-how to break into the new market successfully. “The HOCHDORF Group has an excellent reputation for producing high-quality foodstuffs and is recognised as a reliable partner. For this reason, and because existing customers are enquiring about medical products, I have every confidence in our future success,” he said.


Market entry with nutrition for medical purposes

The medical nutrition market is one of the fastest-growing markets in the world. The current market value stands at around CHF 8 billion. The added value this segment is particularly high because of the demanding customer base. Damian Henzi, HOCHDORF Group CEO, said: “We expect this business to provide us with greater added value for our products and we know that this market is similar to the infant formula market.” HOCHDORF Nutrimedical is starting with products in the area of enteral nutrition. The products are dispensed to patients in hospitals and through home care organisations and support rapid post-operative convalescence. The start-up company's business plan projects profits as early as 2013. A turnover of between CHF 15 million and 25 million is expected by 2015.

Numerous enquiries about medical products have been addressed to HOCHDORF Nutricare Ltd. in particular, a company which has been a global player in the infant formula market for the past five years. These enquiries and the fact that HOCHDORF Nutrimedical Ltd. is currently one of the first companies to sell enteral nutrition products as a third-party brand provider were instrumental in the decision to enter the market. “We want our products to provide a viable alternative to the few existing options on the market. The new, high-quality products also fit in perfectly with the sharpened focus of HOCHDORF’s strategy,” Damian Henzi said.


Sharper strategy

In the past four years, both the HOCHDORF Group and the agricultural market have undergone significant changes. The group has focused on its strengths, preparing itself for a further opening up of the agricultural market. As a result, HOCHDORF has updated and sharpened its strategy. In future, HOCHDORF employees will adhere to the principles reflected in the term "EIWIS". The “word” comprises the first letter of the German words for Expert, Innovation, Growth, Internationalisation and Specialties. The HOCHDORF Group employees will deepen their expertise in their fields and develop themselves in that specialist role. This will empower them to produce innovative products, processes and services. One important aspect of these innovations is that they form the basis for growth and internationalisation. But this can only work outside Switzerland if the company is providing genuine specialised Swiss Made products.

Our “BEST PARTNER” vision and company values have stood the test of time. The raw materials we process have also remained the same. The group maintains its focus on milk and cereals as basic raw materials. The business is now supported by three pillars. These are the milk derivatives business (HOCHDORF Swiss Milk Ltd., HOCHDORF Swiss Whey Ltd. and UAB MGL Baltija), baby and health care (HOCHDORF Nutricare Ltd. and HOCHDORF Nutrimedical Ltd.) as well as cereals and ingredients (HOCHDORF Nutrifood Ltd.). In the future, the HOCHDORF Group aims to be the BEST PARTNER for healthy nutrition. This will be reflected in the high quality of the products and services we offer. Damian Henzi is convinced that this strategy will help to achieve our mid-term goals.


The HOCHDORF Group operates in the areas of milk derivatives, baby care, cereals and ingredients. The new business area of health care comes under the baby care umbrella. Our excellent, ready-to-use products make a valuable contribution to many high-quality foods and also enhance the good image of the Swiss food industry in general. Swiss values are very important to the HOCHDORF Group. And it is a big priority for us to support this concept with our products. This is why the group is seeking greater international recognition for our specialities. We intend to specialise all our products further in the mid-term.


Internal and external growth

The HOCHDORF Group wants to achieve a turnover of 500 million Swiss francs by 2015. To meet this target, the group is working towards internal growth with both existing and new products. We are constantly on the lookout for specific company takeovers that match the HOCHDORF portfolio. In the coming years, the group expects highest growth to continue to be in the area of infant formula. Milk derivatives will continue to supply the main share of the HOCHDORF Group’s overall turnover.
 
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