Meelunie: Stopping counterfeits, while gaining market share
Solution: Security Label VeoMark®
Industry: Agriculture / Food products
Main target: Stop Counterfeiting
How can counterfeiting rates of up to 50% be effectively curbed – whilst simultaneously gaining new shares in the Asian market? The long-established Dutch company Meelunie demonstrates this effectively with a solution from SCRIBOS – and with immediate success.
High counterfeit rates and poor transparency
The Dutch company Meelunie is one of the world's leading manufacturers of potato starch. When it comes to volume and turnover, China, Hong Kong and Taiwan are the most important target markets for the product brand ‘Windmill’. Yet it is these regions in particular where there are a vast number of counterfeit products – in some cases representing 30–50% of the market. The result is a huge loss of business for the Dutch company, accompanied by a high risk of reputational damage and threats to consumer safety. There were multiple challenges: How can wholesalers, retailers and customers recognise counterfeit goods easily in future? And how can reliable digital data be generated that can also be used for strategic expansion of the Asian market?
Secure product identities and a dedicated online ordering platform
Meelunie worked closely with SCRIBOS to find the best solution to combat this problem. Together, they decided to place a PrioSpot® security label on each bag of potato starch and connect the label to the SCRIBOS 360 digital platform. The anti-counterfeiting solution has helped Meelunie to detect counterfeit goods and plan targeted actions to combat this issue. This way, Meelunie has been able to regain their market share over the last years.
SCRIBOS's innovative PrioSpot® technology provided Meelunie with a critical element in our anti-counterfeit strategy in greater China. Our Windmill potato starch is better protected and as a company we have much a better insight in hotspots of counterfeit activity. Greatly recommended.
More scans, more security – more market share
Retailers gave extremely positive feedback just a short time after the solution was introduced: despite a slight price increase, demand for products with the label increased markedly. The results could also be seen in the market. Products with a secure identity recaptured important market shares bit by bit – and Meelunie recorded an ever-increasing number of scans via the SCRIBOS connect & check website. Thanks to the newly gathered data, strategic decisions can now be better prepared and informed decisions can be made – an important step to fully exploit the potential of the Asian market.