American supplier of food ingredients chooses Raalte to access European market
US-based Anderson Advanced Ingredients has expanded into the Netherlands’ agrifood sector, where it looks to supply the European market with its healthy, high-quality food ingredients. Anderson’s parent company, Anderson Global Group, opened its European branch in Raalte, East Netherlands on August 1, 2020. The company expects to grow steadily in Europe as the demand for healthy food rises.
“We believe that food can be healthy and tasty at the same time. Our specialized food ingredients make this possible. We are pleased to now also be able to supply the European market and thus contribute to the well-being of the consumer,” said Esther Vissers, one of the co-directors of the Raalte facility.
So why did Anderson choose the Netherlands? “Dutch business people are known for being intelligent and working efficiently. They also speak English well, and it’s easy to operate across the whole of Europe from the Netherlands,” said Vissers.
Local agrifood network provides global reach
Through her previous work, Esther Vissers came into contact with Russ Anderson, director of Anderson Global Group in California. He indicated the parent company’s desire to get settled in Europe due to the large product demand from the continent. It was decided that Vissers would work with Marion Overmars to oversee the facility. Since both Vissers and Overmars already lived in Raalte, it was an easy decision to open the European branch there.
“In Raalte, we have all the facilities we need: We can receive people well here, the access roads are good and our office is located in a beautiful location in the middle of all kinds of companies,” explained Vissers.
Anderson transports its products from Europoort in the Port of Rotterdam to a storage facility in Nijkerk. From there, it serves all of Europe. These products include FiberSMART®, a soluble, non-genetically modified fiber, and MoisturLOK®, which retains moisture in a foodstuff. The EU is also expected to give approval for Anderson to supply allulose, a low-calorie replacement for sugar.
The Netherlands Foreign Investment Agency (NFIA) and Oost NL helped Anderson get established in the Netherlands’ thriving agrifood innovation ecosystem. As Vissers noted, “They introduced us to the local networks of Innofood and Foodvalley NL.” These connections will prove vital to the company’s growth and success in Europe.
A great opportunity to build a healthy company in Europe
For Vissers and Overmars, building up Anderson’s presence in the Netherlands is a welcome challenge. “Starting up a European company for an American parent company is a fun challenge. It is a great opportunity, and being supported by a successful parent company feels very good,” remarked Vissers.
Both co-directors are products of world-class Dutch knowledge institutions and representatives of the country’s deep talent pool. Vissers studied Nutrition and Health at Wageningen University & Research (WUR) and gained experience in Europe’s food and supplement industry through working at companies like Mitsubishi Corporation Life Sciences – Europe. Meanwhile, Overmars studied law at the University of Groningen and later worked as a law instructor. According to Vissers: “Together we complement each other well to build Anderson Advanced Ingredients into a healthy company.”