Barentz International acquires US outfit Viachem

Dutch speciality ingredients distributor Barentz International has acquired US counterpart Viachem.

The Viachem team will continue to be led by Mike Efting, Viachem’s president and founder, and its offices will remain in Plano, Texas and Augusta, Georgia.

Barentz said by combining a dedicated market research function and digitally enabled sales and marketing capabilities, Viachem represents a market growth engine for the former and its principal suppliers.

Viachem, it says, has in-house market development function to identify, research, and qualify market opportunities for new and existing product lines, as well as digital marketing capabilities to drive targeted customer development efforts and lead qualification.

In addition, it has a technical sales team that utilizes a systematic sales process to identify new market opportunities and provide customers with a high-touch service model, plus a portfolio of blue-chip product lines that are synergistic with the Barentz portfolio.

“Viachem has developed sales and marketing capabilities that are unique in the industry and we’re thrilled to welcome Mike and his team into the Barentz organization,” said Hidde van der Wal, group CEO of Barentz.

“By combining these capabilities with Barentz’s global scale, technical expertise, and extensive digital infrastructure, we see significant opportunity to expand market share for our customers and principal suppliers,” he added.

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