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Sirane opens Turkish site and targets further global growth

By Joe Whitworth , 12-Oct-2012
Last updated on 12-Oct-2012 at 12:13 GMT

An example of a film from Sirane
An example of a film from Sirane

Sirane has opened a manufacturing facility in Turkey and described it as the ‘perfect location’ to penetrate the Russian and North African markets.

The plant, which opened in Antalya this week, will have the same output as the UK site but due to market dynamics, may focus on products such as absorbent fruit and meat pads, said Sirane.

The firm said the site would help them target the Turkish, Middle Eastern, North African, Ukrainian and Russian markets due it being at the centre of production for the region.

Focal point of operations

Mark Lingard, marketing executive for Sirane, told FoodProductionDaily.com he didn’t want to put an estimate on production volume for the moment but the site was 13,000sqm and built with a view to future expansion.

“In terms of food production, Turkey is at the centre of production for the whole region. Enormous quantities of food, particularly fruit, are shipped out of Turkey as well as around Turkey on a daily basis.

“So a factory in Turkey is in the perfect location to enter the market with both the Turkish companies, but also for the other companies shipping out of Turkey.”

Sirane said it had agent agreements in a number of countries with more being finalised.

“Globally we are finding that although many countries are in recession, there is an appetite for our products,” added Lingard.

“This is because our products enhance the presentation and in many cases extend the shelf-life of the product. Therefore, we are offering a practical solution to companies on how to save money – and how to add value to their products at the same time.”

He added Russia and Ukraine is the obvious next growth area, so Turkey provides a good start.

Sirane Turkey’s managing director Taşkın Öztaş said: “Turkey is very proud of its huge food production industry, and Sirane can help Turkish companies export further and further afield with confidence, as well as helping establish the company in regions where Sirane is currently not doing business.

“Sirane Turkey will work wherever possible with suppliers in Turkey, and recruit staff locally, so we’re also looking forward to making a difference to the local economy.”

Targeting Africa

Sirane has also recently opened a sales office in Cape Town, South Africa, and said it is possible that a manufacturing and warehousing facility could be up and running within six months, with sites already being muted to help push the firms presence into the larger nations of central Africa.

Lingard added: “We are not looking to merely establish a global name. Image is not important, what is important is Sirane becoming synonymous with quality, innovation and the ability to deliver products that actually make a difference.

“A lot of the global interest has come to Sirane, rather than Sirane seeking it, as the products we make have global appeal.”