The Dutch-headquartered dairy cooperative said the new facility will provide its consumers, customers and stakeholders with a platform to learn about its 150 years of heritage and innovation. Th IEC is FrieslandCampina’s first across the globe.
Located at Xintiandi, an affluent area of Shanghai, the center spans two floors and nearly 13,347 square feet. The IEC exhibits the company’s portfolio, corporate values and heritage alongside next-gen features through AI, test and trial, live streaming and more.
FrieslandCampina said it will help its clients decode the trend of Chinese preferences and needs.
“FrieslandCampina just celebrated its 150th birthday last month. We have seen an exceptional revenue growth over the past 12 years’ journey in China,” said Grace Chen, China managing director.
“The key growth engine for us to win the market would be that we are always tuned in to changes and our commitment to innovation…”
Chen pointed out the IEC will showcase the best innovations and consumer-focused experiences, providing an immersive and digitally-powered consumer-client journey.
FrieslandCampina said it is the first in the consumer goods’ industry to implement AI customer services. It uses blockchain technologies to track the origins of raw materials and follow the domestic and international supply chain.