January 31, 2011

Toyota Tsusho to start meat business in Vietnam

Targeting potential demand among upper and middle class consumers, Japanese trading firm Toyota Tsusho Corp., and two other companies will start marketing processed meat products in Vietnam next month through a local joint firm.

Toyota Tsusho, food distributor Nichirei Fresh Inc. and processed meat manufacturer Shinshu Ham Co. are set to start supplying products such as ham and sausages under the Japanese brand name ''Shinshu'' to local supermarkets and restaurants from late February through a joint firm Shinshu Nt Co.

They aim to achieve sales of JPY300 million (US$3.7 million) in 2013 on the back of robust economic growth in Vietnam that has led to a rising meat industry.

Shinshu Ham, which has a reputation for its high-end products in Japan, will provide technical guidance and undertake quality control for a local meat processing firm in manufacturing the products.

Toyota Tsusho will manage and plan the overall operation, while Nichirei Fresh will handle marketing and distribution.