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The plan is to better capitalize on flavor business opportunities in China.
A new, full-service flavor company in China, created jointly between American flavors specialist Virginia Dare (Brooklyn, NY) and China flavors firm We-e Flavors, will allow both companies to better capitalize on flavor business opportunities in China. The new company will be based in Shanghai.
Virginia Dare says that We-e Flavor’s existing understand of the Chinese market will help provide Virginia Dare with turnkey operation in China. In exchange, Virginia Dare will bring its vast flavor portfolio, applications experience, technology base, and internally recognized expertise in vanilla, tea, and coffee to the table. We-e Flavors also has its own extensive flavor portfolio.
“A joint venture with a local champion makes our entry into China unique,” says Virginia Dare president Howard Smith, Jr. “It brings us closer to our customers in China and provides us with immediate access and cultural knowledge in a critical market.”
We-e Flavors founder Aaron Gao will serve as general manager of the new joint venture. “We can attribute We-e’s great success to the company’s deep understanding of its home market’s taste preferences and culinary diversity, full range of flavor products, regional approach to sales, and unparalleled technical support services,” he says.