The company marks its 25th anniversary this year, and with it comes a renewed focus on its 2020 strategy centred on innovation, it says.
“Bell sees the key to further success in an effective combination of market- and consumer expertise and technological lead, in order to create innovative and trendsetting product solutions,” the company confirms.
“Accordingly, the company is investing in this area and is deepening its expertise, for example in the beverage division, by further expanding its application technology.”
Bell is a supplier of flavours, fragrances, botanical extracts and ingredient specialities to the beverage and food industry, as well as the household care and personal care industry.
Why EMEA, and why now?
We asked Wolfgang Blume, Vice President Fragrances at Bell, why the company is placing a strong strategic emphasis on the EMEA market at this time.
“Europe is our home market which we have been catering successfully for 25 years now. Since then, Bell EMEA expanded its activities from Germany to all over Europe and even beyond,” he explains.
Now, the company is keen to tap into the potential offered by rising disposable incomes in certain markets in the Middle East and Africa, he says.
“The Middle East and Africa bear great potential, since we see disposable incomes and consumer demands grow significantly,” Blume confirms.
“Bell EMEA has been active in the Middle East for many years. From this engagement we have learned that it is essential to gain insights and anticipate local tastes from the very beginning, the phase when the markets start developing.
“This is cruicial especially for a field like fragrances where you can export your knowledge and your product, but not your taste.”
Opened last year, Bell’s new logistics centre is to play a key role in its strategic vision for the coming period, and marks its key investment in the EMEA region.
Raymond Heinz, president of Bell Flavors & Fragrances explains: “Modern warehouse management systems and technology enable efficient logistics and are therefore an important element for a smooth and successful cooperation with our business partners - customers and suppliers alike.
“The new logistics centre is the largest single investment in Bell’s history in the location in Germany and part of an extensive strategic investment program that not only improves the future viability of our location, but also further expands our position in the industry.”
Other investments the company is making include its new carbonisation system for its beverage division, and it is also investing in its market and consumer research in the area of sensory insights.