Meelunie Shanghai Representative Office serves as the China-based liaison and market development arm of Meelunie B.V., a global leader in plant-based ingredients headquartered in the Netherlands. With a legacy dating back over 150 years, Meelunie has built a worldwide reputation for delivering high-quality agricultural derivatives such as starches, proteins, fibers, and sweeteners. The Shanghai office strengthens the company’s foothold in Asia, supporting sales, logistics coordination, customer service, and market intelligence in one of the world’s largest food ingredient markets.
Parent Company Overview
Headquarters: Amsterdam, Netherlands
Founded: Mid-19th century
Global Presence: Operations in over 100 countries with offices in the Netherlands, China, the USA, Argentina, and Singapore
Meelunie is especially recognized for its Windmill brand, a symbol of Dutch quality and consistency in plant-based ingredients.
Core Business Activities
The Shanghai Representative Office supports importers, manufacturers, and distribution partners across China with:
Sales and Technical Liaison: Acting as a local touchpoint for customer support and product consultation
Market Intelligence: Gathering insights on ingredient trends, regulatory updates, and customer needs
Supply Chain Coordination: Facilitating logistics, documentation, and import-related communications between China-based customers and Meelunie’s global production and warehouse facilities
Product Portfolio
Meelunie offers a comprehensive portfolio of plant-based ingredients suitable for the food, beverage, feed, and industrial sectors:
Starches:
Potato starch
Corn starch
Tapioca starch
Pea starch
Proteins:
Vital wheat gluten
Pea protein (conventional and organic)
Sweeteners:
Glucose syrup
Maltodextrin
Dextrose
Fibers:
Pea fiber
Inulin
These ingredients are widely used in bakery, dairy alternatives, meat substitutes, sports nutrition, confectionery, and pet food applications.
Unique Selling Proposition (USP)
Over 150 years of global trading experience
Windmill-branded products recognized for high purity and functionality
Strong emphasis on sustainability and plant-based innovation
Reliable supply network across Europe, North and South America, and Asia
Dedicated customer service in local languages and time zones
Global Trade and Market Reach
Exports to 100+ countries
Serves over 2,000 industrial clients globally
The Windmill brand is present in leading global food companies and retail brands
According to third-party trade intelligence platforms such as ImportYeti and Volza, Meelunie’s exports to Asia, including China, have grown by over 20% annually since 2020, driven by the demand for clean-label starches and sustainable proteins.
Regulatory and Quality Standards
All Meelunie products meet stringent international quality standards and are supported by robust certification frameworks, including:
ISO 9001
FSSC 22000
GMP+
Kosher and Halal
Non-GMO, Organic (EU and USDA) options for select products
Sustainability Initiatives
Meelunie has integrated sustainability at the core of its business model:
100% plant-based product portfolio
Focus on circular agriculture, sourcing from sustainable farms and processing by-products into valuable ingredients
In 2022, launched a line of carbon-neutral pea ingredients
Participates in global alliances for regenerative agriculture and environmental impact reduction
Customer Segments
The Shanghai office primarily supports:
Food and beverage manufacturers in China
Animal feed and pet food producers
Nutraceutical and sports nutrition companies
Ingredient distributors and trading firms
Its localized presence ensures better customer service, technical consultation, and faster response to the dynamic needs of the Chinese market.
Major Achievements
Consistently ranked among Europe’s top exporters of potato starch and pea protein
Windmill pea protein adopted by several leading Asian plant-based meat brands
Played a key role in securing long-term supply contracts with Chinese multinational F&B companies
Increased trade volume in Asia by over 30% between 2020 and 2023
Client Testimonials
"We value Meelunie’s product consistency and global traceability. Their Shanghai team helps us navigate supply planning with confidence."
– Supply Chain Director, Leading Chinese Pet Food Manufacturer
"Meelunie’s pea protein has become a core component of our meat-free formulations. The local support in China is a real differentiator."
– R&D Lead, Plant-Based Food Company in Shanghai
With its commitment to quality, transparency, and plant-based innovation, Meelunie Shanghai Representative Office plays a critical role in bridging global ingredient excellence with local market expertise, empowering Chinese manufacturers with sustainable and high-performance ingredient solutions.
