Hartmann taps Asia's growing egg packaging market

Owing to three regional trends - rapid urbanisation, growing population and increasing consumer affluence - international investors have tapped Asia's huge market potential. For Brodrene Hartmann (Hartmann), a leading manufacturer of recyclable and biodegradable moulded-fibre egg packaging, Asia also represents demand sustainability. The region accounts for 60 per cent of global egg production.

Headquartered in Denmark, Hartmann is a market leader in Europe and enjoys sustained growth in North America for its packaging products. The company is also a global player in the design, engineering and implementation of moulded-fibre production technology.

"We are experts in moulded-fibre packaging machinery and packaging," says CEO Ulrik Hartvig. "We develop our own equipment and provide customised and innovative packaging solutions."

Constant research enables Hartmann to keep track of consumer trends and preferences. The company creates consumer-specific packaging designs by working closely with egg producers, packaging companies and retailers. Besides providing protection, Hartmann's moulded-fibre packaging enhances differentiation and market positioning of speciality eggs. Creating sustainable products, Hartmann is the first to offer Forest Stewardship Council-certified and carbon neutral retail packaging.

Hartmann's leading brands include imagic, which stands out for its patented features and design, and imagic2, which provides clients 25 per cent larger advertising space. "Our strong marketing and design capabilities allow us to maximise our clients' advertising impact - a service embodied in our products," Hartvig says.

Hartmann constantly seeks ways to increase energy efficiency and improve waste reduction. Besides machinery, the company also sells retrofit upgrades to existing Hartmann technology, which fit into the Asian demand for innovation and sustainability.