Emmi, a Swiss milk processor and dairy products company headquartered in Lucerne, plans to expand its Asian sales through a strategic partnership with internet giant Amazon. Emmi has been relatively uninvolved in Asia, with only a turnover of around CHF 20 million. CEO Urs Riedener said he believes he could double total sales “over the next five years”. In Asia, Emmi is pursuing an export strategy and is not producing on the spot.

In Hong Kong, Emmi is already the third strongest yoghurt brand. In Singapore, Riedener sells Emmi products in many four- and five-star hotels and Singapore Airlines in Business Class as well as in expat shops in China. ording to Riedener, the happenings in Asia are analyzed “repeatedly”. But one must remain realistic: “We are a relatively small company, our opponents are world giants.” Emmi is currently active in twelve countries, perhaps it could be 15. “Can we have 25?” I believe this would be self-assessment, “said the Emmi CEO.

However Riedener considers the pricing model at Amazon “difficult”. In principle, the dealer determines the final selling price. “Amazon keeps its margin in any case. This is relatively ugly in the calculation for the manufacturer. “Such a clause would not enter Riedener for the manufacturer and supplier Emmi with Amazon.

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