Currently available in 23 countries, Tanduay, which is celebrating its 170th year, has established its presence across North and South America, Europe, the United Kingdom, and Asia Pacific.
It intends to expand its footprint in Latin America, especially in Mexico, and to bring its premium products to new markets in Europe, including France, Italy, Spain, Denmark, and the Nordic States, according to Roy Kristoffer Sumang, Tanduay international business development manager
“Our international business is growing exponentially, given the continuous market expansion and growth strategies we are employing in our existing markets,” stated Sumang.
“We want to make sure that Tanduay is recognized not only by Filipinos abroad but also by the locals in each country we expand to,” he said.
A key part of Tanduay’s strategy involves establishing small warehouses in strategic regions to strengthen its distribution network.
This year, for example, the Czech Republic market shifted to sourcing directly from the Philippines rather than relying on Tanduay’s Amsterdam hub.
Tanduay’s 2024 expansion efforts have been robust, marked by a formal launch in South Korea in December and an increased presence in Peru, where it began shipping last year.
“Our journey to becoming a household brand abroad is ongoing, but we are steadily laying the foundation with each step,” Sumang added.
