Foresee the market Establish your premier position

Mr David Lee, the CEO for Lee Kum Kee (Europe & USA) took part in an interview for the Lee Kum Kee during a business trip here. A key aim raised was that "The most important task at hand is to establish a competitive position in the ever-increasing competitive marketplace."

Reporter: What is the mission for Lee Kum Kee (Europe)?

Mr Lee: Europe is a very big market with a population of more than 300 million people, where Chinese cuisine has a long history. Lee Kum Kee's mission has always been "to promote the best tastes in Chinese food culture". We are building a cultural bridge between East and West using a variety of tastes and flavours, and to achieve this we have a team of hard working and bright individuals.

Reporter: In a fiercely competitive marketplace, what is your strategy?

Mr Lee: As a distinguished Chinese brand, Lee Kum Kee has always upheld its corporate values of "Pragmatism, Integrity and Constant Entrepreneurship", complimented by our high quality and value for money products we can increase our competitiveness in the marketplace. Nowadays it¡¦s an ever changing market environment, where many restaurants in the West are using a range of LKK sauces to incorporate into their dishes. Furthermore, there have been quite a lot of Chinese restaurants or even Chinese Fusion restaurants in Europe that have become successful businesses. Hence, our aim and goal is to pave the way for growth and development in this growing market based on a competitive position.

Finally, Mr David Lee would like to take this opportunity to thank all his customers; the old, the new and the chefs for their commitment towards the Lee Kum Kee brand. He hopes that you will all continue supporting Lee Kum Kee to reach their goals of further innovation, investment in resources, opening up markets, improving product quality so that the brand reaches every Chinese person in any corner of the world.