Renewed strategic focus extends Bühler’s rice processing presence in South East Asia
Posted: 19 May 2015 | The Bühler Group | No comments yet
Capitalising on increasing demand for rice in South East Asia, Bühler has reaffirmed its position as the first choice technology partner for rice processing..
Bühler’s SORTEX S UltraVision optical sorting machine
Capitalising on the increasing demand for rice in South East Asia, the Bühler Group, a leader in rice processing and optical sorting solutions, has reaffirmed its position as the first choice technology partner for rice processing and reprocessing across South East Asia with orders in excess of USD 100 million.
The contracts, secured over the past two years, have an emphasis on food safety, hygienic production, energy efficiency and sustainability.
Bühler’s renewed strategic focus across South East Asia marks a significant 24 months in the company’s continuing expansion in rice processing as well as consolidating its global position as processing technology partner of choice in all of the world’s most important rice producing markets. The company has been awarded major contracts by the largest rice processors and reprocessors across Thailand, Cambodia, Indonesia, Vietnam, Philippines, Malaysia and Myanmar – including Merry Rice, Crystal Rice, Siam Parboiled, TPS Group, Capital Rice, La Suerte, Phung Hoang, Kilang Beras Pek Choo Keok Sdn. Bhd, Yoma Sun and Nine Seas – to increase the cost effectiveness and environmental efficiency of its rice processing lines. The total investment in rice processing plants and related equipment for these projects alone is set to exceed USD 80 million.
Working with rice processors and reprocessors in the region, Bühler offers and develops new market optimised rice processing solutions that add value for its customers through improved yield, performance and efficiency. It also looks to increase awareness of food-safe rice mills to ensure hygienic and safe food for consumers.
Bühler has experienced significant growth in South East Asia over the past two years
Over the past two years, Bühler has experienced significant growth in the region, where over USD 100 million worth of business was conducted, with particular success gained in Thailand. This marked a record period, partly thanks to a smaller number of larger contracts, including the company’s largest ever contract for rice processing for Merry Rice, globally valued at over USD 40 million. The contract, for sixty-two of Bühler’s SORTEX S UltraVision™ machines, and fifty-two high capacity UltraPoly polishers will result in the world’s largest rice mill, capable of sorting over ten thousand tonnes of rice per day.
Among contracts already confirmed are the first complete rice mill in Vietnam for Phung Hoang, capable of processing 400 tonnes a day. A complete paddy processing plant in Malaysia for Kilang Beras Pek Choo Keok Sdn. Bhd and two complete paddy processing plants in Myanmar for Nine Seas and Yoma Sun. Crystal Rice in Cambodia has also started production and Siam Parboiled in Thailand is in the advanced stages of installation.
Speaking about its success in South East Asia, Mark Ledson, Managing Director of Bühler Thailand, commented: “Over the past two years we’ve consciously changed the way we do business across South East Asia. We’ve dedicated time to listen to our customers’ needs and demonstrate our ability to offer a truly complete engineered solution that is supported by our commitment to Service Excellence.”
Bühler’s new SORTEX S UltraVision™ optical sorting machine has helped grow the Company’s reach across South East Asia
Significant product launches in 2014 have also helped grow Bühler’s reach across South East Asia including the new SORTEX S UltraVision™ optical sorting machine – widely regarded as the most technologically advanced, intelligent optical sorter available for rice today.
Speaking about the launch, Mark Ledson added: “The response to the SORTEX S UltraVision™ has been incredibly positive, many of our customers have confirmed the SORTEX S UltraVision™ as taking optical sorting to the next level and sets us apart from the competition as a global leader in this market. We understand the enormous pressure rice millers are under to process rice in the most sustainable way, maximising yield and improving quality and food safety standards. We believe high capacity processing is the future, if the industry is to match growing demand.”
In addition to the launch of the SORTEX S UltraVision™ optical sorting machine, Bühler teams across South East Asia have also been actively promoting Food Safety as a key concept. With both consumer and customer interest in food safety on the rise, particularly with budding exporters, Bühler is in a prime position to offer end-to-end solutions that guarantee hygienic performance and food safety, including process engineering solutions for rice, solutions for pre-cleaning, silos, drying, rice milling and automated bagging.
Bühler will continue to extend its reach and presence in the region
Moving forward, Bühler will continue to extend its reach and presence in the region by completing existing projects and securing new ones. It has developed a fully-fledged factory in Vietnam and has built an accessory workshop in Indonesia. All this demonstrates Bühler’s commitment to its customers across the region. It is also actively building its channels for single machine sales and is establishing country focused technology teams in most of the countries in South East Asia. Developing markets such as Cambodia and Myanmar will also present new opportunities to deliver smaller capacity rice mills, demonstrating Bühler’s ability to cater to the complete spectrum of rice mills across the region.
Commenting on the strategic focus for South East Asia, Rustom Mistry, Director, Head of Rice Processing in Asia, commented: “In the past 24 months we have won large rice milling projects in Thailand, Cambodia, Myanmar, Malaysia, Indonesia, Philippines and Vietnam. Looking ahead to the next two years, we will be looking to drive our market share across regions in South East Asia and enhance our Sales & Service structure (including distribution channels) along with developing new mid-market rice processing solutions to give our customers value for money and continue to build the Bühler rice brand image. By developing and strengthening our technology expertise and service excellence in each country we are better prepared to serve our customers locally and further demonstrate our commitment to the local community and wider industry.”
Bühler will continue to lead the market in the supply of rice processing equipment and mill installations to the Thai and South East Asian rice markets. This builds on its recent heavy investment in innovative high capacity rice processing infrastructure, expansion of local sales and service channels, provision of energy efficient processing technologies and its strategic partnerships with the leading rice processors and reprocessors in the region, including Merry Rice, TPS Group, Capital Rice, La Suerte, Phung Hoang, Kilang Beras Pek Choo Keok Sdn. Bhd and Nine Seas.
*Highlighting Bühler’s recent wins in South East Asia
Bühler’s string of contract wins across South East Asia, valued in excess of USD 100 million, further emphasises its success and position as the first choice technology partner for rice processing and reprocessing.
In Thailand, a portion of Bühler’s growth came as the result of the company’s largest ever contract for rice processing globally for Merry Rice. In addition, confirmed contracts included a pre-cleaning and dryer complex for Capital Rice; various milling machines for Siam Indica; a complete paddy to rice mill for Sirichokchai and seven of Bühler’s SORTEX S UltraVision™ machines for Riceland. The team also confirmed sales with Siam Parboiled, 4G Contracting and Bright Lights representing a total investment of over USD 52 million. Siam Parboiled’s new Rice mill was won in late 2013 and is in the advanced stages of installation.
In Cambodia, the first turnkey project won by Buhler in SEA was secured in late 2012 for a complete paddy processing plant capable of processing 2000 tonnes per day. The plant is now in production.
Following Bühler’s recent high value agreement to supply the TPS Group, with two, 17 tonnes per hour rice reprocessing lines, a number of installations have been secured, including a contract with PB. Mulyo for the first Indonesian installation of Bühler’s SORTEX S UltraVision™ machine. Further contracts have also been noted across the region driving investment to over USD 7 million with further installations currently in discussion.
New contracts in Vietnam include the first complete paddy mill project capable of processing over 400 tonnes per day. The contract with Phung Hoang, comprises paddy intake, drying, silos and complete rice processing plant featuring Bühler’s SORTEX S UltraVision™ machines. The HAACP certified food safe mill also includes a complete sorting, blending and packing station comprising state of the art technology. In addition, contracts with Thanh Hung Enterprises, Thung Thanh Company and Tri Van Phu represented a total investment of over USD 7 million.
Orders are continuously being received for milling and sorting and an investment by one of the largest rice processors saw Bühler install a complete paddy processing plant capable of processing over 500 tonnes a day.
In 2014, a complete paddy processing plant in Malaysia for Kilang Beras Pek Choo Keok Sdn. Bhd was confirmed and is currently in the final installation stages.
Two complete paddy processing plants have recently been installed in Myanmar for Nine Seas and Yoma Sun representing an investment of over USD 2 million.