Firmenich expands Middle East reach with US$51M perfumery production hub in Turkey
08 Nov 2021 --- Firmenich is investing 47 million CHF (US$51 million) in the construction of a perfumery plant, which will provide 20,000 metric tons of additional capacity to serve customers in the Middle East and Central Asia. The Regional Perfumery Production Hub will be based on the MG International Fragrance Company campus near Istanbul, Turkey.
“Firmenich sees fast-growing demand in the region, especially from small and mid-size (SME) customers. We are leveraging our partnership with MG International to serve our customers and expand our reach,” Robin Roothans, senior manager corporate communications at Firmenich, tells PersonalCareInsights.
“Turkey is chosen due to its logistical proximity to the industry’s largest markets. In 2019, we partnered with MG International to offer fragrance solutions and service for regional and mid-size local customers across the aforementioned markets.”
“We are deepening our alliance with the creation of this Regional Perfumery Production Hub, a 15,000 square meters production area,” Roothans notes.
High automation
Construction of the Regional Perfumery Production Hub was formally launched with a ceremony on the MG International and Firmenich campus in the Gebze Organized Industrial Zone.
Turkey was chosen due to its logistical proximity to the industry’s largest markets.The new facility is expected to become operational before the end of 2023, joining Firmenich’s global network of 46 perfumery, flavors and ingredients plants across the world.
The facility will be spread across four floors and house some of the most advanced digital production technology and quality assurance laboratories in the industry.
“This plant will help deliver high-quality and agile service to meet the needs of small and mid-size enterprises which are flourishing in the region. This plant will be focused on delivering products for fine fragrances and consumer fragrances,” Roothans details.
“The new facility will anchor our regional footprint and will allow Firmenich to maintain its stronghold in the industry, especially toward the SME market. We expect this will create more than 100 jobs on-site and help drive wider growth opportunities in the fragrance business.”
Eco-friendly moves
Sustainability criteria were incorporated from the outset in the project design, in keeping with Firmenich’s responsible business approach and its ambitious 2030 Environmental, Social and Governance (ESG) goals.
Recently, the company released its annual ESG Report, detailing its strong performance in Fiscal Year 2021. Meanwhile, the company also introduced a clean fragrance designed exclusively for the Swiss pavilion at Expo 2020 Dubai, named Breath In, which taps into clean beauty trends.
The new facility is expected to become operational before the end of 2023.The new plant is planned as a LEED (Leadership in Energy and Environmental Design) certified green building, meeting the highest standards for energy efficiency, environmental protection and a healthy working environment.
“Our legacy of 186 years of combined business experience in fragrances continues to expand the alliance that we started two years ago,” notes MG International Fragrance Company CEO Aslan Gülçiçek.
“With the continued investments by Firmenich in our country and in our business, we are demonstrating that we are committed to being a key player in these important markets in the region.”
Firmenich also opened a customer experience studio in Guangzhou, China, to further expand its reach in the Chinese market. The studio is the company’s first integrated sensorial center in South China, allowing the company to respond to demands for tailored fragrance and health-conscious taste solutions in this fast-growing market.
By Kristiana Lalou
