David McDonald, president of OSI Group, is not a greenhorn in international marketing, particularly in regards to the processed food market. As the head of a firm that serves food products to people from almost every corner of the world, David understands exactly what is meant by diversity. This is because of the customer preference for the Chinese, for example, is very different from the food preferences of Americans or Europeans. As such, he has led OSI in setting-up local processing plants in different countries, with the aim of meeting the varied and diverse demand. On top of that, David knows that the marketing strategies may vary from one country or locality to another. To address this, he has established local marketing, management, and customer service teams in different parts of the world. They are all controlled at the top but have different approaches to marketing.
Serving the American Market
Based in Aurora, Ill., OSI Group has a history of serving the region with processed protein foods for over a century now. The company started as a small family-owned meat shop in the area and out of serving the residents with commitment and a good reputation, the company grew to become the largest food supply company in the whole country. In the end, OSI was able to break into the international market and has since built, acquired, and established more than 50 facilities in 17 countries.
Increasing Operations in China
China is one of the largest food markets in the world and forms an integral part of OSI Group’s agenda. According to David McDonald, China boasts of not only a huge population but also a fairly affluent citizenry. As such, he believes that the Asian country presents his company a good platform to grow both in size and in finances. For the last 20 years, OSI has made huge investments in the country, with plans to open the 10th processing plant underway.
With the poultry consumption levels in China scaling upwards in the recent past, OSI Group has taken a handful of strategic steps to ensure that it taps into the untapped potential. The company, in conjunction with DOYOO Group, recently opened a poultry processing firm in Zhoukou. The plant, DaOSI, has a client base comprising of McDonald’s, Yum, Starbucks, Saizeriya.
As part of his duties at OSI Group, David has now overseen the growth of the company’s capacity to process chicken products increase. Cumulatively from across the world, the company manufacture not less than 22,000 tons of chicken annually.
About OSI Group: www.fooddrink-magazine.com/sections/producers/1308-osi-group