KELLOGG COMPANY OPENS CEREAL PLANTS IN CHINA AND ARGENTINA
BATTLE CREEK Battle Creek, city (1990 pop. 53,540), Calhoun co., S Mich., at the confluence of the Kalamazoo and Battle Creek rivers; settled 1831, inc. as a city 1859. It is an agricultural trade center known for its cereals. , Mich., Sept. 1 /PRNewswire/ -- Kellogg Company (NYSE NYSE
See: New York Stock Exchange : K), the world's leading manufacturer of ready-to-eat cereal, announced that during August it opened new high-technology cereal plants in China and Argentina, two markets with exceptional growth potential.
On August 8, Kellogg inaugurated a plant in Pilar, Argentina, replacing its smaller Buenos Aires Buenos Aires (bwā`nəs ī`rēz, âr`ēz, Span. bwā`nōs ī`rās), city and federal district (1991 pop. plant, which closed last year.
The company's first Chinese plant opened August 28 at Guangzhou in the high-growth Guangdong Province.
"Our new plant in Argentina considerably strengthens our Latin American manufacturing network, while the opening of our plant in China clearly demonstrates Kellogg Company's commitment to lead the development of the cereal category in the world's highest potential new markets," said Arnold G. Langbo, chairman of the board and chief executive officer.
"We are particularly excited about the long-term potential of China," Langbo said. "Reaching a market segment of just 10 percent of the Chinese population, which now exceeds 1.2 billion, would generate a major opportunity for long-term growth.
"Our China opening comes just a year after the successful launch of our products in India, where we have a target population exceeding 100 million consumers. Taken together, these two markets offer vast potential for our products in the 21st century."
The Chinese plant is producing Kellogg's Corn Flakes, Rice Flakes, and Wheat Flakes for initial marketing in the Guangdong region and later expansion into other regions of China. Kellogg's other manufacturing locations in its Asia-Pacific operating division are in Sydney, Australia; Taloja, India; Takasaki, Japan; and Anseong, South Korea.
The Argentine plant is producing Kellogg's Corn Flakes and a variety of other Kellogg's cereals for distribution in Argentina, Chile, and other growth markets in the southern half of South America. Kellogg's Latin American operating division also manufactures cereal at Sao Paulo, Brazil; Bogota, Colombia; Guatemala City, Guatemala; Queretaro, Mexico; and Maracay, Venezuela.
Kellogg Company's global cereal manufacturing network includes 25 plants in 20 countries on six continents.
/CONTACT: Richard E. Lovell of Kellogg, 616-961-3799/
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