Press release


Jebsen and Xinxiang Xinliang join hands with Sveba-Dahlen to open bakery training centre

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Providing a public platform to propel China’s growing baking industry.

Jebsen Group (Jebsen), a leading marketing and distribution organisation for premium products in the Greater China region, today announced it is joining hands with Xinxiang Xinliang Cereals & Oils Processing Co (Xinxiang Xinliang) and Sveba-Dahlen Group of Sweden to open the Xinliang & Jebsen Bakery Technology Service Centre.

Established in Xinxiang,  Henan to help stimulate the development of China’s baking industry, the training centre will serve as a public platform for baking enterprises and partners in central China to access training, information, trade and other services. With a full range of food ingredients, a classroom with simultaneous interpretation facility and a well-equipped pilot-scale workshop, the centre will allow students as well as association members to acquire both classroom and real-world training using the latest European baking equipment, technology and a free-flowing supply of raw material.

Jebsen and its partners have devoted extensive resources to ensure the centre’s success. Jebsen Industrial’s R&D facility will provide the centre with a complimentary baking recipe development service; Xinxiang Xinliang will offer the venue, equipment and raw material investment; and Sveba-Dahlen Group, a leading European bakery supplier, will send experts to the centre three times a year to give lectures. In addition, Jebsen Industrial and Xinxiang Xinliang will also encourage baking enterprises to hold technical seminars and new product launches at the centre.

"This cooperation demonstrates Xinliang’s leading position in the development of mid-high grade specialty flour, as well as the value of the Xinliang brand in the China market,” said Mr Zhu Lianliang, Chairman of Xinxiang Xinliang, who has led his company’s transformation from a small processing plant into one of China’s leading industrial agriculture enterprises. “We are very happy to leverage Jebsen Industrial’s strength in R&D and profound business insight on both domestic and overseas markets. Through this three-way partnership, we see a bright future for the training centre and its impact on China’s growing bakery industry.”

"This win-win partnership effectively shows how Jebsen Industrial supports our customers by leveraging our global industry network, technological acumen, and R&D expertise to help China’s bakery industry flourish,” said Mr Lorenz Zimmermann, Director of Jebsen Industrial.

At present, China’s bakery industry is growing annually at a remarkable 20 per cent. Traditional snacks like dumplings, noodles, and moon cakes are now facing competition from international food items including breads, muffins and egg tarts. The launch of the new bakery training centre will go a long way in helping the industry stay in tune with the changing food trends in China.