Renewed strategic focus extends Bühler’s rice processing presence in South East Asia

Bühler’s SORTEX S UltraVision optical sorting machine

Capitalising on the increasing demand for rice in South East Asia, the Bühler Group, a leader in rice processing and optical sorting solutions, has reaffirmed its position as the first choice technology partner for rice processing and reprocessing across South East Asia with orders in excess of USD 100 million.

Bühler’s SORTEX S UltraVision optical sorting machine

The contracts, secured over the past two years, have an emphasis on food safety, hygienic production, energy efficiency and sustainability.

Bühler’s renewed strategic focus across South East Asia marks a significant 24 months in the company’s continuing expansion in rice processing as well as consolidating its global position as processing technology partner of choice in all of the world’s most important rice producing markets. The company has been awarded major contracts by the largest rice processors and reprocessors across Thailand, Cambodia, Indonesia, Vietnam, Philippines, Malaysia and Myanmar – including Merry Rice, Crystal Rice, Siam Parboiled, TPS Group, Capital Rice, La Suerte, Phung Hoang, Kilang Beras Pek Choo Keok Sdn. Bhd, Yoma Sun and Nine Seas – to increase the cost effectiveness and environmental efficiency of its rice processing lines. The total investment in rice processing plants and related equipment for these projects alone is set to exceed USD 80 million.

Working with rice processors and reprocessors in the region, Bühler offers and develops new market optimised rice processing solutions that add value for its customers through improved yield, performance and efficiency. It also looks to increase awareness of food-safe rice mills to ensure hygienic and safe food for consumers.

Bühler has experienced significant growth in South East Asia over the past two years

Over the past two years, Bühler has experienced significant growth in the region, where over USD 100 million worth of business was conducted, with particular success gained in Thailand. This marked a record period, partly thanks to a smaller number of larger contracts, including the company’s largest ever contract for rice processing for Merry Rice, globally valued at over USD 40 million. The contract, for sixty-two of Bühler’s SORTEX S UltraVision™ machines, and fifty-two high capacity UltraPoly polishers will result in the world’s largest rice mill, capable of sorting over ten thousand tonnes of rice per day.

Among contracts already confirmed are the first complete rice mill in Vietnam for Phung Hoang, capable of processing 400 tonnes a day. A complete paddy processing plant in Malaysia for Kilang Beras Pek Choo Keok Sdn. Bhd and two complete paddy processing plants in Myanmar for Nine Seas and Yoma Sun. Crystal Rice in Cambodia has also started production and Siam Parboiled in Thailand is in the advanced stages of installation.

Speaking about its success in South East Asia, Mark Ledson, Managing Director of Bühler Thailand, commented: “Over the past two years we’ve consciously changed the way we do business across South East Asia. We’ve dedicated time to listen to our customers’ needs and demonstrate our ability to offer a truly complete engineered solution that is supported by our commitment to Service Excellence.”

Bühler’s new SORTEX S UltraVision™ optical sorting machine has helped grow the Company’s reach across South East Asia

Significant product launches in 2014 have also helped grow Bühler’s reach across South East Asia including the new SORTEX S UltraVision™ optical sorting machine – widely regarded as the most technologically advanced, intelligent optical sorter available for rice today.

Speaking about the launch, Mark Ledson added: “The response to the SORTEX S UltraVision™ has been incredibly positive, many of our customers have confirmed the SORTEX S UltraVision™ as taking optical sorting to the next level and sets us apart from the competition as a global leader in this market. We understand the enormous pressure rice millers are under to process rice in the most sustainable way, maximising yield and improving quality and food safety standards. We believe high capacity processing is the future, if the industry is to match growing demand.”

In addition to the launch of the SORTEX S UltraVision™ optical sorting machine, Bühler teams across South East Asia have also been actively promoting Food Safety as a key concept. With both consumer and customer interest in food safety on the rise, particularly with budding exporters, Bühler is in a prime position to offer end-to-end solutions that guarantee hygienic performance and food safety, including process engineering solutions for rice, solutions for pre-cleaning, silos, drying, rice milling and automated bagging.

Bühler will continue to extend its reach and presence in the region

Moving forward, Bühler will continue to extend its reach and presence in the region by completing existing projects and securing new ones. It has developed a fully-fledged factory in Vietnam and has built an accessory workshop in Indonesia. All this demonstrates Bühler’s commitment to its customers across the region.  It is also actively building its channels for single machine sales and is establishing country focused technology teams in most of the countries in South East Asia. Developing markets such as Cambodia and Myanmar will also present new opportunities to deliver smaller capacity rice mills, demonstrating Bühler’s ability to cater to the complete spectrum of rice mills across the region.

Commenting on the strategic focus for South East Asia, Rustom Mistry, Director, Head of Rice Processing in Asia, commented: “In the past 24 months we have won large rice milling projects in Thailand, Cambodia, Myanmar, Malaysia, Indonesia, Philippines and Vietnam. Looking ahead to the next two years, we will be looking to drive our market share across regions in South East Asia and enhance our Sales & Service structure (including distribution channels) along with developing new mid-market rice processing solutions to give our customers value for money and continue to build the Bühler rice brand image. By developing and strengthening our technology expertise and service excellence in each country we are better prepared to serve our customers locally and further demonstrate our commitment to the local community and wider industry.”

Bühler will continue to lead the market in the supply of rice processing equipment and mill installations to the Thai and South East Asian rice markets. This builds on its recent heavy investment in innovative high capacity rice processing infrastructure, expansion of local sales and service channels, provision of energy efficient processing technologies and its strategic partnerships with the leading rice processors and reprocessors in the region, including Merry Rice, TPS Group, Capital Rice, La Suerte, Phung Hoang, Kilang Beras Pek Choo Keok Sdn. Bhd and Nine Seas.