Hiperbaric opens new Shanghai office to expand into China’s booming HPP food market

New Shanghai Office in Free Trade Zone to Drive Hiperbaric Expansion China Leading supplier of high pressure processing (HPP) equipment

SHANGHAI, June 4, 2024 /PRNewswire/ — Hiperbaric, a global leader in the design and manufacturing of high pressure technologies, announced the opening of a new sales office in that of Shanghai Free trade Area. The new office will be dedicated to the marketing of high pressure processing equipment for the food industry.

Hiperbaric stand at Sial Shanghai. In the photo, from left to right: Andrés Hernando, CEO; Carole Tonello, vice president of business development; Jorge Marraud, hiperbaric Asia director; and Guangqi Zeng, China market director. (Photo courtesy of Hiperbaric)

This strategic move aims to strengthen Hiperbaric’s presence in the rapidly growing Asian HPP food market and capitalize on growing consumer demand for healthy, preservative-free and extended shelf-life foods.

HPP is a non-thermal food preservation technique that uses pure cold water at ultra-high pressure to inactivate harmful pathogens and spoilage microorganisms in packaged foods. This natural process preserves the nutritional value, fresh flavors and textures of food and beverage products.

23.5% market share in China

China represents a tremendous opportunity for HPP, driven by the rapid evolution of the country’s food industry and consumers’ appetite for healthier produced foods,” said Andrés Hernando, CEO of Hiperbaric. “With our new Shanghai office, we aim to capture 45% market share in China over the next five years by partnering with food companies to meet their HPP processing needs. »

Currently holding a 60% global market share with over 400 units installed worldwide, Hiperbaric has established its first presence in China in 2009. The country now accounts for 10% of Hiperbaric’s total global revenue, while the Asian region accounts for 20% of the business.

In China, beverages have become the leading category for adoption of HPP technology. Leading brands such as IF Food&Tech, Lianfeng, Bless, ChicFoods and others have leveraged Hiperbaric’s reliable, high-productivity HPP systems to produce beverages with extended shelf life.

“We want to work with a wider range of clients in Chinafrom small and medium-sized businesses to large multinational companies with the capacity to process large volumes of HPP products,” says Jorge Marraud, Director of Hiperbaric Asia.

To better engage local consumers, Hiperbaric launched its dedicated Chinese website www.hiperbaric.cn in 2022 and maintains an active presence on local social platforms like WeChat.

HPP Incubator Shanghai, a pilot plant for HPP product development

Anchoring of the new Hiperbaric China The office is the “HPP Incubator Shanghai” – a pilot plant intended to drive HPP product innovation. This centerpiece installation includes a Hiperbaric 55 HPP machine capable of processing up to 270 kg per hour.

“At our Shanghai HPP Incubator, food companies gain a competitive advantage by leveraging our complementary services,” said Guangqi ZhengHiperbaric market manager for China. “They can conduct comprehensive HPP product trials while benefiting from free expert advice on formulation, packaging validation, shelf life analysis and more from our food science team with over 25 years of experience. »

About Hiperbaric

Hiperbaric is the world leader in high pressure technology, designing, manufacturing and marketing its HPP equipment internationally. The company is known for its reliability, customer support and continuous R&D.

For more information, please contact:

Cristina Pérez Villegas
Hiperbarique – Communication Manager
c.perez@hiperbaric.com
Mobile (Spain): +34 664 488 085

Hiperbaric - High Pressure Processing Logo (PRNewsfoto/Hiperbaric)

Hiperbaric – High Pressure Processing Logo (PRNewsfoto/Hiperbaric)

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SOURCE Hiperbare

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