Trio form packaging films global partnership

Treofan Group, a Germany-based global company involved in the production of specialty packaging films, has signed a marketing partnership agreement with China’s Shiner International and Hong Kong’s Alliance Packaging aimed at boosting the partners’ geographical reach and product offering, and creating significant global growth opportunities.
 
Under the terms of the agreement, sales and research teams from the partner companies will collaborate.  Treofan will have exclusive responsibility for marketing and sales of coated films and tobacco films for Shiner in Europe and the Americas; Shiner will gain access to Treofan’s advanced technologies for tobacco films and packaging for sale in the Chinese market; and Alliance will have the primary responsibility for sales and marketing for all packaging films from Treofan and Shiner in the Asia-Pacific market. 
 
Treofan, Shiner and Alliance consider this partnership an important first step towards creating an integrated high-end global packaging film platform capable of serving global customers with a local footprint in the Americas, Asia-Pacific and Europe.  Effective immediately, Shiner and Alliance sales force in both Europe and the Americas will be absorbed into Treofan’s network, which will have exclusive distribution rights for Shiner’s coated and tobacco films in those markets.  Treofan and Shiner will have a total joint coated film capacity of approximately 25,000 US tons per year.
 
Shiner will begin full production on its new 6.4m Brueckner tobacco film line in the fourth quarter of 2011, and has chosen Treofan as a technology partner to strengthen its position in the Chinese tobacco film market.  Treofan’s know-how will allow Shiner to produce advanced tobacco films on its new line, Shiner said.  Together, Treofan and Shiner will have a total joint tobacco film capacity of approximately 45,000 US tons per year.
 
Treofan CEO Giovanni Canetta said: ‘We are proud to have established this partnership agreement with Shiner and Alliance.  This partnership represents an important element of Treofan's strategy and reflects the potential and attractiveness of the global packaging markets.  We are further convinced that through this new marketing and technology alliance the three companies can look forward to strong, continued growth of their customer base.’
 
Shiner CEO Qingtao Xing said: ‘The integrated concept offers Shiner’s customers access to Treofan's leading technology in tobacco films, along with Treofan's competence in emerging technologies.  Treofan will bring to the partnership its strong sales force and its market leadership position in Europe and in the Americas, through which Shiner and Alliance will be able to access the markets outside China.’
 
Alliance senior partners Patrick Brincat and Richard Li said: ‘Alliance will contribute through its extensive knowledge of the Asia-Pacific market to the partnership, allowing both Treofan and Shiner to significantly grow their volumes in Asia-Pacific.’