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Saraya Australia eyes new markets in Australia and NZ

Marking 10 years in Australia this year, Saraya Australia is gearing to take on two new market segments – hospitality and public hygiene. INCLEAN editor Claire Hibbit chatted with Mark Davies, Saraya Australia’s national relationships and marketing manager, about Saraya’s Australia recent restructure and its next venture.

It’s been 10 years since Japan-based hand hygiene specialist Saraya launched in Australia, cementing itself as a leading supplier of hand hygiene products in food manufacturing. Now in 2017, Saraya is taking on a new challenge.

Saraya’s Australia’s current range consists of dispensing systems, hand sanitisers, skin wash and surface sanitisers targeted primarily at food manufacturing and healthcare. Parent company Saraya Co was founded in Osaka, Japan in 1952. Saraya Co began expanding its global footprint 20 years ago, and today operates in 16 countries.

Saraya Australia is now eyeing two new market segments – hospitality and public hygiene – following 12 months of research and development of a “uniform” product range.

“In 2016 we identified that we needed to enter washroom / hand hygiene areas for hospitality and public hygiene segments,” Mark Davies, Saraya Australia national relationships and marketing manager told INCLEAN.

“For the past 12 months we have been busy with product development as well as seeking information from the market on what’s currently available, and what are the issues and challenges faced by those markets,” Davies said.

“Hospitality and public hygiene really have been flooded with products by companies where hand hygiene is a second thought to the primary product range, whether that be paper or cleaning chemical. Saraya with its research identified the needs of the industry and created custom made products.

“We’ve known the intel for some time but we wanted to get the range completely right for the market so it has been specifically designed – the Saraya range for public hygiene and SMARTSAN range for the hospitality and food service markets.”

Saraya Australia also has a presence in the healthcare sector, with more products to be launched later this year.

Saraya Australia has also undergone an internal restructure, appointing four new customer services positions to be based at its head office in Sydney. The company is also planning to ramp up its marketing, with digital and social campaigns to roll out later this year.

Establishing the Saraya name in New Zealand is also a priority for the company in 2017. Davies said the NZ food industry has known its Alphet and Smart-San brands for more than 10 years, however, Saraya is now looking to build its presence as a solo company, with plans to introduce its new hospitality and public hygiene ranges to the market.

“We’ve employed a BDM based in NZ to support our existing customers and introduce the new hospitality and public hygiene range.”

www.saraya.com.au

This article first appeared in the May/June issue of INCLEAN magazine. To subscribe, click here. 

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