American flavor company Virginia Dare and China-based We-e Flavors have opened a new full service flavor company in Shanghai, China.
The new facility will allow both the firms to better capitalize on business opportunities in China.
The company will operate from the former We-e Flavors site, which is located to the south of Shanghai city. It features flavor creation, product application, and production capabilities.
Both the companies have signed a joint venture agreement on 31 December 2012.
We-e's expertise in the Chinese market will provide Virginia Dare with a turn-key operation in China.
Virginia Dare brings its flavor portfolio, application expertise, technology base, as well as internationally recognized expertise in vanilla, tea and coffee to the joint venture. These will be complemented by We-e Flavors flavor portfolio and domestic market business knowledge.
Virginia Dare president Howard Smith said, "A joint venture with a local champion makes our entry into China unique. It brings us closer to our customers in China and provides us with immediate access and cultural knowledge in a critical market."
Virginia Dare, founded in 1923, is a privately held flavor and extract company involved in the manufacturing and supply of flavors to the food, beverage, nutritional and pharmaceutical industries. The company sells its products in more than 100 countries.
