As it marks its 170th year in business, Tanduay continues to ramp up its global presence as the demand for its products continues to grow.
As of this writing, the brand is being marketed in 23 countries outside of the Philippines, with concentration in the regions of North and South America, Europe and the United Kingdom, and the Asia Pacific.
“Our international business is growing exponentially, given the continuous market expansion and growth strategies we are employing in our existing markets. 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,” said Roy Kristoffer Sumang, Tanduay International Business Development Manager.
One of the brand’s plans is to put up small warehouses in strategic locations in different regions that would allow them to further expand their reach.
2024 Expansions
Sumang shared that their Czech Republic market used to purchase their Tanduay stocks from their Amsterdam warehouse. This year, they have started ordering directly from the Philippines.
At the start of the year, Tanduay entered the South Korean market and will have a formal launch in December. 2024 also saw the brand increase its outlets in Peru, where it started shipping products last year.
Expansion in Full Swing
Sumang said that they are looking to increase its presence in Latin America, particularly in Mexico.
“Our expansion in Europe is also in full swing. We are looking to launch our premium products in France, Italy, Spain, Denmark, and the Nordic States,” he shared.
Tanduay products are currently available in Armenia, Australia, Austria, Belgium, Canada, Costa Rica, Czech Republic, Georgia, Germany, Hungary, Luxembourg, Malta, New Zealand, People’s Republic of China, Peru, Poland, Singapore, South Korea, Taiwan, the Netherlands, United Arab Emirates, United States, and United Kingdom.
“The road to making Tanduay a household brand in other countries is still far ahead, but we are happily and steadily making sure that we are putting a good foundation in every step that we take,” Sumang said.