Localization helps Chinese tomato company blossom in Kazakhstan

The Chinese company leading the market for tomato products in Kazakhstan says it has found a great advantage by pursuing a policy of staff localization.

Tomatoes are popular in Kazakstan, and the Tsinkaz Tomato Products Factory holds the largest market share for tomato products in the country.

Its factory in the suburb of Almaty, one of the largest cities in Kazakhstan, has fine-tuned work procedures, first-class equipment, and, more importantly, professional local staff.

More than 130 of the 140 staff members at the factory are local hires, bringing the level of staff localization to an amazing 95 percent.

"This is our biggest secret," says Zhang Yanqiu, the smiling general manager of the factory. "High level of localization brings about great convenience in research and development and market promotion."

Selling tomato products in Kazakhstan is like selling roast ducks in Beijing. It is a competitive market.

Tsinkaz's sales director, who gave his name as Romanai, said the company invited people to taste tests every time it developed a new product and followed up on those efforts with surveys in supermarkets.

Romanai said many of the company's management staff are from the local food industry and their opinions on the tastes, packaging and choices of materials matter for the company.

The workers help make the company's products as close to the needs of local customers as possible, he said.

"Sometimes I see people at one whack buy a dozen bottles of ketchup, all Tsinkaz's products, I am very happy," Romanai said.

Established in 1998, Tsinkaz now offers a complete line of more than 50 products. It has sold 40,000 tons of tomato products and has contributed nearly 7 million U.S. dollars in taxes to Kazakhstan authorities.

Local employees said they enjoy working at the company.

"I have been working in Tsinkaz for more than 10 years, I love my company!" says an employee named Gulinara.

Tsinkaz provides dormitories and lunch for free to all employees, hands out birthday cakes and presents, organizes celebrations for major holidays and offers timely bereavement leaves and consolation payments.

It also has been actively involved in social events and has donated to help schools, war veterans and the disabled. The Almaty mayor praised thye company in 2001 for its "important contribution to the development of light industries."

The company was recognized as the country's Best Enterprises in Tomato Product Industry in 10 Years in 2009.

Source: Xinhua