New York City-based private equity firm KKR accelerates its execution strategy, delivering on its vision for Vietnam by investing 250 million in Masan Group. KKR’s global team has significant agricultural experience and will support Masan Nutri-Science as it expands further into the feed-farm-food business.
Ming Lu, Member of KKR and Head of Asia Private Equity said,”Masan Group is a world-class partner in Vietnam. We admire and respect their capabilities to strategically transform businesses by driving change to serve 90 million consumers with quality and affordable daily products. We have witnessed them develop a seasonings company into a US$2 billion diversified consumer group and look forward to again backing Masan as they execute their growth plans.”
Nguyen Dang Quang, Chairman of Masan Group, said his goal is for people in Vietnam to pay less for quality food products and services. “In a country where daily essentials such as packaged food and beverages, meat and financial services take up half of the average person’s wallet share, being able to deliver value for money is meaningful to our people and society. With KKR’s investment in Masan, we will be in a stronger position to deliver on our commitment to Vietnamese consumers,” said Quang.
Vietnam’s US$18 billion meat sector lacks productivity and is highly fragmented (the market leader has less than 1% share), leading to consumers paying more for less. Masan believes that addressing this large unmet need requires increasing productivity across the entire animal protein value chain. In 2016, Masan completed its integrated (“feed-farm-food”) branded meat platform by cementing its leading position in the animal feed business, entering pig farming and becoming VISSAN’s strategic partner.
As Masan Nutri-Science moves into its next stage of transformation, Danny Le, Head of Business Development of Masan Group, will step down as CEO of Masan Nutri-Science and be responsible for strategy as Vice-Chairman. Pham Trung Lam has been named the new CEO, and was previously Head of Sales at Masan Consumer, where he was instrumental in building Masan’s national distribution network to reach 250,000 point of sales, the highest for a food and beverage company in Vietnam. As a result, Masan estimates that 98% of Vietnamese families have at least one Masan product in their homes.