Keenan continue commercial expansion in China

Specialising in feed efficiency technology for ruminant animals, Richard Keenan & Co., headquartered in Borris, Co. Carlow, has announced the major expansion of their business in China. Keenan China, a franchise partnership with Shanghai Shengmu Livestock Company, will expand operations from the Shanghai region in Southern China to a full-scale national business. The deal is worth a minimum of €7 million over a three-year period.

The announcement was made during this week’s trade mission to China led by Simon Coveney TD, Minister for Agriculture, Food and the Marine. Keenan’s have been funded and supported by Enterprise Ireland.

This franchising agreement provides Keenan with a national platform and a key local franchise partner to accelerate sales of their machines throughout China. As part of the expansion, Keenan China will have a dedicated sales director, sales force and service network, which will provide a national support structure to Keenan’s expanding customer base right across China. During the trade mission, Keenan will also sign a number of significant strategic agreements with Chinese farming groups.

Welcoming the announcement Minister Coveney said: ” I warmly congratulate Keenan China and Shanghai Shengmu Livestock Company on their expanded franchise partnership, which underpins Keenan’s reputation as a world-class supplier of agri-tech products and services. I wish Keenan China continued success for the future.”

Keenan China’s franchise partner, Shanghai Shengmu Livestock Company, is run by Mr Chen Qingguo. Mr Chen has a strong background in animal nutrition with 30 years professional and commercial experience in cattle feeding systems in China. Mr Chen commented: ‘We are very excited by the potential of bringing Keenan technology and a new service model to the Chinese livestock sector’.

Richard Keenan and Co is represented on the trade mission by Executive Chairman Gerard Keenan and New Market Development Manager, Ian Lahiffe.
Speaking from China Gerard Keenan said: ‘It is very exciting to be working in new regions, with new partners and we have seen great interest in our offering. Mr. Chen brings exceptional experience in ruminant feeding systems and we are delighted we will now have a full China reach to bring Keenan technology to China’s family farms and large scale farming operations that are springing up right across China’.

Keenan has developed a presence in the Chinese market since 2008 when Keenan’s nutrition director, Professor David Beever first presented Mech-Fiber, Keenan’s feed efficiency technology to China’s experts in ruminant nutrition. In 2012, during Minister Coveney’s first Chinese trade mission, Ian Lahiffe joined Keenan as China Development Manager.

Julie Sinnamon, CEO, Enterprise Ireland, who is accompanying Minister Coveney on the trade mission added: ‘A key element of Enterprise Ireland’s strategy is to grow indigenous Irish companies on a global scale. Keenan is a great example of a highly innovative Irish company that is recognised globally for its agri-tech products and services. I am delighted to welcome this significant announcement by Keenan. Enterprise Ireland looks forward to continuing to work closely with them as they grow their international footprint, helping to create and sustain much-needed jobs in Ireland’.

Get Our E-Newsletter - breaking news to your in-box twice a week
Will be used in accordance with our Privacy Policy

About The Author