Setting Off In Singapore – Interview With Lawrence Er

One week after Pure Dairy’s Singapore office officially opened, we sat down with Commercial Manager Lawrence Er to discuss the exciting opportunities within the South-East Asian Dairy market, and the reputation that Pure Dairy hopes to forge in the region.

Pure Dairy: Well Lawrence, it’s been six months since Pure Dairy’s arrival in Singapore – how is the team settling in?

Lawrence Er: Really well thanks. It has been a bit of a whirlwind but it’s great to see the team moving into our new office and starting to settle into a nice rhythm and deliver some exceptional results already.

PD: What are some of the most exciting opportunities, or challenges, that come with opening a new office in Singapore?

LE: Having a presence in Singapore is exciting for a number of reasons.

Singapore has a demonstrated history of having an extremely active and robust trade and investment platform, making it the most competitive country in Asia. Businesses around the world are attracted to Singapore due to its geographic location as it provides them easy access to not only South East Asia and China, but global shipping lines as well.

Having a Pure Dairy hub in Singapore will allow us to have our ears to the ground and react immediately to the ebbs and flows of the local market.

Although I wouldn’t exactly call it a challenge, the primary focus for us at the moment is continuing to connect the burgeoning demand in the region with both our new and existing partners.

PD: Speaking of partners, how important is it for Pure Dairy to form and maintain deep relationships with its clients?

LE: Extremely important. Relationships are everything for Pure Dairy. Asia is a very relationships driven market, and developing and fostering good Guanxi (relationship in Mandarin) with our customers will allow us to establish trust and credibility within the industry.

The SE Asian dairy market is becoming far more sophisticated – it’s no longer simply about buying and selling commodity products. It has become more important than ever to understand the individual needs of our clients in order to deliver the best possible service and outcomes.

PD: Do you think having an office in Singapore will help Pure Dairy to better understand, and meet, the needs of their clients?

LE: Absolutely. There are a number of factors that will help us deliver a premium, tailored service to our clients. As well as the practicalities of being in the same time zone and speaking the same language, our intrinsic understanding of the local market, and appreciation of the nuances of Singapore’s business culture, means we are perfectly placed to help our clients grow and evolve in the region.

PD: Having worked extensively in the SE Asian Dairy market for a number of years now, what are some of the recent trends that you are noticing in the region?

LE: The dairy market in SE Asia is going through a fascinating transition at the moment. Due in part to sharply rising populations, SE Asia is actually the most dairy deficient region in world. But as populations rise, so too is the proportion of middle class citizens, disposable incomes and awareness around physical health and wellness. With the availability of, and access to, quality dairy products continuing to improve, the shifting demographic profile of the region suggests that the SE Asian dairy market will experience significant growth in the not-too-distant future.

PD: Thanks for your time Lawrence, and all the best with the new office

LE: Thanks Liliana, I cannot wait to see where this journey takes us!

For communication enquiries, please contact:

Liliana Vinagli liliana@puredairy.com