Ho Chi Minh City, Vietnam-based Trangs Group always has a strong presence in the Seafood Expo Global Seafood Prix d’ Elite new-product competition and this year is no different. Four of its private label and branded seafood products are finalists. In addition to innovative new products, Trangs Group continues to expand distribution throughout the European Union, the U.K., the United States, Asia and Australia.
SeafoodSource recently caught up with Stephanie Tran, general manager of Trangs UK and Trangs Europe, to talk about the global supplier's growth.
Blank: Which consumer trends have fueled the company’s new product introductions?
Tran: The ethnic cuisine trend is becoming very popular around the world, including Thai, Malaysian and Spanish flavors. A lot more people travel around the world, so when they come back home, they understand more about ethnic cuisine and want to buy a product in the market that delivers the taste that they enjoyed when abroad. Our Stuffed Squid with Paella reflects Asian cuisine, with the element of Spanish cuisine.
Besides taste, health amenities are becoming very popular as well. That’s why we have the Beetroot Whitefish and Quinoa Fishcakes Encrusted with Quinoa. The Stuffed Squid with Paella is also made with gluten-free ingredients. If successful, these products will be on the market around October and November in the U.K. and Europe.
There is increasing demand for seafood in general because of its health benefits as well as its sustainability. Especially in the U.K. and Europe, there has been extensive work in terms of sustainability. The consumer reads the packaging, and checks to see if it has a [sustainability] logo and they can check that the manufacture or retailer commits to what they say they will do.
There is also demand for convenient, pre-packaged, easy-to-microwave or easy-to-oven-cook products.
How have sales grown over the past year?
Combining all regions, we have experienced a year-over-year growth of 20 percent. We are very flexible in terms of offering our customer the products they want and the quality they want at the right price. Our expertise in is making the processes more cost effective and the products more innovative. For example, with our U.K. business, for each [retail] customer, we have about five to 10 product lines, and about 50 percent of that is new product.
Is the company expanding production capability as a result of its growth?
The company is planning to build another plant in Vietnam, very close by the current plant, to accommodate more pallet space, as well as space to accommodate new production lines and packing lines. The plan is for that to be completed by the end of this year.
Is the Trangs Group expanding to new regions?
Recently, we entered more markets in Asia, including Malaysia, Indonesia and Singapore. There are also projects in other regions, such as China, India and the Middle East.
