Interview: German chocolate maker eyes China's booming market through CIIE

FRANKFURT, Nov. 6 (Xinhua) -- Christina Englert, founder and CEO of the German premium chocolate company Edelmann & Paulig, said she sees the 8th China International Import Expo (CIIE) in Shanghai as both a "first step" and a "market accelerator" for the company's entry into China.

"CIIE gives us a bigger platform and greater opportunities," Englert said in a recent interview with Xinhua.

Founded in 2003 and headquartered in northern Germany, Edelmann & Paulig began as an import company and has since developed into a premium organic confectionery producer.

At this year's CIIE, Edelmann & Paulig is showcasing its signature organic chocolates, including chocolate bars, spreads for bakery products, and classic drinking chocolate, a favorite in Europe that has now been tailored for Chinese consumers.

The company also plans to participate in procurement matchmaking sessions with supermarket chains, importers and partners from the hospitality industry.

During its debut appearance at the CIIE, the company had three goals: to enhance visibility and brand recognition, to build strong partnerships with importers and distributors, and to explore deeper cooperation, including the possible establishment of a local production facility in China, Englert said.

China was chosen as a priority market because of its rapidly improving logistics, efficient cold-chain transportation, and growing consumer awareness of health and sustainability, she added.

"We in Germany or Europe feel it now so much more that China is opening up for us as foreigners, as visitors, or for people who are willing to do business with China."

Englert said that China's visa-free policies, support for the green economy, and advances in digital innovation, including artificial intelligence, have made cross-border exchanges easier than ever.

As a producer committed to sustainability, Edelmann & Paulig's philosophy aligns closely with China's growing focus on green development, she added. "We feel that China's support for the green economy really matches our organic positioning." ■