HIGHLIGHTS - Jebsen & Jessen

MACKEREL
Newsletter of Jebsen & Jessen Group of Companies South East Asia
APR 2012
Volume 02/2012
MICA (P) No. 098/03/2012
PPS 1658/09/2009 (028106)
02/BUSINESS
06/INNOVATION
07/events
08/global reach
10/people
11/features
HIGHLIGHTS
02/ Serving Canadian
Insurance Giant
in Cambodia
04/ JJ-Lurgi Wins Contracts
Totaling 100m USD
The Group has further aligned its organisational structure in accordance with its key competencies and discontinued the Marketing business.
Group Restructuring
Jebsen & Jessen (SEA) aligns Group structure with its core competencies
05/ Jars that Protect,
Package and Inform
06/ Calculating, Reducing
and Offsetting our
Carbon Footprint
About the Masthead
The Mackerel masthead subtly
combines graphic images of the
compass, sky and vast ocean to
symbolise our sea-faring tradition
and growth to become a leading
distribution, manufacturing and
engineering group in South East
Asia. The ripples reflect the
expanding and international
character of our organisation and
the communication function
of this newsletter.
Jebsen & Jessen (SEA) has further aligned its
organisational structure in line with its core industrial
competencies. Following the partial divestment of its
IT arm Electra, end of 2011, the Regional Business Unit
(RBU) Marketing will be discontinued effective April 1,
2012. This change follows a strategic decision to
concentrate the Group’s business focus on engineering,
manufacturing and industrial product distribution.
The discontinuation of the Marketing RBU marks an exit
from a consumer products distribution business, which
had been a key part of the Group’s portfolio during the
first three decades of its existence in South East Asia.
The Group will for the time being operate seven RBUs:
Cable Technology, Chemicals, Communications, Life
Sciences, Material Handling, Packaging and Technology.
The entire digital camera and headphone business,
including staff and stocks, has been transferred to
new owners, primarily Olympus Thailand Co Ltd.
The air conditioning and scientific products businesses,
previously operating under Jebsen & Jessen Marketing in
Thailand, will remain in the Group and henceforth form
part of the Technology RBU. Due to economies of scale,
and as part of an agreement reached with Olympus, the
Group will continue to operate the service centre for
Olympus cameras (under the Technology RBU), located
at the Group’s premises in Bangkok.
“We are restructuring our business to ensure that we
focus on our core competencies,” explains Chairman
Heinrich Jessen. “In line with our growth strategy, we
have reviewed our existing activities with a critical eye
and concluded that our ability to remain relevant in the
consumer electronics market is limited in the long run.”
In parallel, the Group’s Technology RBU has been
streamlined into seven core divisions to accommodate
the growing business volumes: Air Con, Energy
(formerly Heat & Power), Healthcare, Industrial
Services (formerly Plant Marketing), Pumps, Scientific
and Turf & Irrigation.
“We are happy to see our consumer electronics
business in the capable hands of market leaders and
I am convinced that our loyal colleagues will find a very
accommodating new home in Olympus,” comments
Hans Ulrich Hansen, Regional Managing Director
Jebsen & Jessen Technology. “Our Air Con and Scientific
Divisions fit well into the Technology RBU and we are
glad to now operate in a leaner business set up.”

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APR 2012 Volume 02/2012
BUSINESS
Extraction
Condensing Turbine
for Indonesia
Jebsen & Jessen Technology installs
a 5.5MW power plant specification
multistage turbine in Indonesia
By Lee Kean Chien, Malaysia
BUSINESS
Serving Canadian Insurance
Giant in Cambodia
Jebsen & Jessen Cambodia seals a deal for an IP
telephony system with one of the world’s largest
insurance companies
By Georgij Oroschakoff, Cambodia
Jebsen & Jessen Cambodia (JJCB), together with the Group’s
Communications Regional Business Unit (RBU), has recently closed a deal
to provide the entire IP telephony system for global insurer Manulife’s
Cambodia office.
Manulife, a Canadian insurance and financial service provider and Fortune
500 company, recently moved into Cambodia and was looking for a capable
supplier to install IP telephony for their 200-staff strong office.
“It’s a milestone deal for us,” comments Alfons Mensdorff-Pouilly, General
Manager of JJCB. “We currently observe more and more multinational
companies entering the Cambodian market and they are our prime
prospective customers. Having won this rigorous tender, we prove that
albeit young in this market, we are definitely competitive.”
Jonathan Lee, General Manager Jebsen & Jessen Communications Indochina,
key driver for the successful project win says: “With the Manulife deal we
won a great project but also a discerning client and a challenging deadline.
The deal has been closed end of February 2012 and is due to go live end
of April 2012”.
To ensure smooth integration and to cater for upcoming maintenance and
service needs of this new client, JJCB is currently appointing two additional
system engineers.
Supplied by technology partner NG, above 5.5MW extraction
condensing turbine will be installed in a refinery complex in Indonesia
by Jebsen & Jessen Technology.
Earlier this year, Jebsen & Jessen Technology Malaysia
secured a contract with PT KLK Dumai Oleo Chemical
to supply a 5.5MW extraction condensing turbine for
their refinery complex in Dumai, Indonesia.
The turbine is designed with inlet steam conditions
of 40 bar and 400 degree Celsius and with extraction
steam pressure of 17 bar. The team will offer
full technical support from installation through
commissioning and maintenance. The project is
estimated to be completed within the next 16 months.
“Understanding and customising our solutions to
our customer needs and efficiency are our winning
formula,” says Senior Sales Manager Jebsen & Jessen
Technology Energy Division Albert Cheong.
“The key concern of our customer was the unstable
power supply within the area. With that in mind, our team
proposed this unique design where the turbine operates
with a flexibility to extract process steam at the range of
20-27 tonnes per hour while maintaining the required
energy output of 5.5MW,” says General Manager Jebsen
& Jessen Technology Energy Division Steve Ng.
Jebsen & Jessen Cambodia’s team is proud to have closed yet another successful deal.
Front row from left: Chamroeun Hak, Kethya Chealy, Malinda Run, Dara Theng.
Back row from left: Philippa Siegl, Leen Vanelderen, Alfons Mensdorff-Pouilly and his wife Sophie
Mensdorff-Pouilly, Ly Tithsamnang, Pauline Chum

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APR 2012 Volume 02/2012 3
BUSINESS
Cabling Beer
JJ-Lapp Cable now supplies power and control cables
to a San Miguel brewery in the Philippines
By Aldrich Agnes, Philippines
BUSINESS
Mr Schulenburg
Appointed to
Board of SICC
Group Executive Vice Chairman joins
the board of the Singapore International
Chamber of Commerce
By Laja Mensdorff-Pouilly, Singapore
JJ-Lapp Cable in the
Philippines is cabling a
San Miguel packaging
plant with power and
control cables.
JJ-Lapp Cable Philippines (JJLP) recently clinched a deal to supply ÖLFLEX Classic
110 power and control cables to a San Miguel packaging plant in San Fernando,
Pampanga, Philippines.
San Miguel Brewery Inc. is the largest beer producer in the Philippines. The
company has five breweries located across the country and a highly developed
distribution system serving approximately 471,000 retail outlets.
As Lapp is San Miguel’s preferred cable supplier and JJLP has been serving the
customer since 2008, San Miguel has chosen Lapp’s ÖLFLEX cables for the rewiring
of its packaging plant with four production lines. The cables will completely
replace the worn-out equipment in the machines. One of San Miguel’s objectives is
to automate the whole packaging line to increase production capacity.
“We are glad and proud to work with Philippines’ largest beer producer. This
definitely adds to our track record and we are looking forward to a positive and
long-term partnership,” says Reynante H. Latorre, Sales Engineer at JJLP.
Effective Feb 1, 2012, Executive Vice Chairman Jebsen &
Jessen (SEA) Fritz Graf von der Schulenburg, has joined the
Board of Directors of Singapore’s International Chamber of
Commerce. He succeeds Mr Heine Askær-Jensen, former
Executive Vice Chairman with Jebsen & Jessen (SEA).
With 175 years of history, the Singapore International
Chamber of Commerce (SICC) is the oldest and one of the
most respected commercial organisations in Singapore. SICC
has about 700 member companies of both international and
Singaporean provenance and is strongly involved in building
government and business relations as well as representing
the multinational investment interests in the Republic.
The Chamber’s Board is elected annually and comprises a
cross section of influential decision makers in Singapore.
“I’m very honoured to join the Board of SICC, representing
the interests Jebsen & Jessen (SEA) and our business
partners,” comments Mr Schulenburg. “With long established
roots in Singapore, the chamber forms a strong voice of the
private sector and is a valuable catalyst for anyone seeking
business opportunities in Singapore and beyond.”
BUSINESS
Cranes for Taiwanese Steel Factory
MHE-Demag supplies nine overhead travelling cranes for a Taiwanese
stainless steel company
By Raymond Ng, Taiwan
MHE-Demag in Taiwan (MDTW) recently delivered and installed nine overhead travelling cranes to a stainless
steel factory. Initially engaged in providing Demag components, MDTW was later awarded a contract to
replace all existing cranes in the factory with MHE-Demag solutions.
The installation brought its own challenges, with a 16-tonne crane having to be installed onto a 70-metre high
tower above a heat treatment furnace during heavy rain. To get the job done and erect the steel structure,
the team had to rent a 300-tonne Demag mobile truck.
“We’d like to commend Felix Chou, Project Engineer, and our electrical installation team for their excellent
project execution at the site, despite the weather,” says Raymond Ng, President MDTW. “Installation was
carried out on schedule and not only was the customer happy with the service, but our team gained valuable
experience that will feed into future projects.”
MHE-Demag installing a crane onto a
70-metre high tower at a stainless steel
factory in Taiwan.

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APR 2012 Volume 02/2012
BUSINESS
Increased Focus on
Consulting Services
Jebsen & Jessen Communications increases its
focus on business solutions consulting services
By Able Tan, Singapore
Regional Business Unit (RBU) Jebsen & Jessen Communications
recently announced its strategy to extend its geographic reach in Asia
with a focus on business solutions consulting services.
“We believe that the future of the IT services industry is in building
business solutions that clearly address customers’ operational pain
points – and we aim to be a leader in these areas across all ASEAN
markets,” says Harold Thng, Regional Managing Director of Jebsen &
Jessen Communications. “While the current system integration service
model has served us well in the past two decades, this shift in focus is
a critical step to take for us to remain relevant in this industry while
maintaining long-term growth and competitiveness.”
The RBU plans to grow in two dimensions: geographically, by reaching
new markets in Vietnam, Cambodia and Myanmar, and through their
new business focus on consulting. They will continue to deliver
business communication solutions for enterprises.
A certified consultancy team has been set up to focus on business
solutions, addressing operational and end-user needs. The consultants
are trained to recognise business needs and market demands.
Examples of such solutions range from mobility to conferencing and
workforce management solutions, all with the aim to drive business
growth and customer satisfaction.
Besides catering to customised enterprise needs, Jebsen & Jessen
Communications has also developed in-house software solutions to
help enterprises respond to major IT trends such as cloud computing
and an ever-increasing mobile workforce.
“The business landscape is dynamic. Our goal is to help our
customers maximise the value of an IP-infrastructure by developing
more functionalities, possibilities or business solutions that address
their challenges. We are excited to broaden our value proposition and
to extend this value to new markets and our existing customers and
partners,” says Harold Thng.
BUSINESS
JJ-Lurgi Wins Contracts
Totaling 100m USD
Life Sciences reports bullish first quarter results with new
contracts in China, Thailand, Malaysia and Indonesia
By Anthea Ho, Malaysia
Among the orders, Indonesia is the largest with two lines of 1,000 tonnes per day
(TPD) palm oil refinery and dry fractionation, as well as one 600 TPD and 400 TPD
oleochemical complex. In Thailand, a 3,000 TPD palm oil dry fractionation plant has
been confirmed. And in China, the local team is all geared up with preparation work
for a 4,000 TPD oilseed crushing complex and a 1,000 TPD chemical refinery.
In addition, a firm based in Turkey is investing in an oleochemical complex and has
appointed JJ-Lurgi to be their technology partner. The project is for a processing plant
in Malaysia, which will include two lines of 400 TPD oil splitting plant.
A crystalliser recently installed in one of the dry fractionation plants for
downstream oil and fats modification.
T.P. Chia, Sales & Marketing Director at JJ-Lurgi, explains, “Moving aggressively
ahead, we are currently in the final stages of discussion on several other upcoming
projects in the region. Working closely with our partners in Lurgi GmbH, our team
has also contributed to projects outside ASEAN. This is an exciting period for us
and we are now looking forward to expanding our team to support contracts
locally and beyond.”

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APR 2012 Volume 02/2012 5
BUSINESS
Jars that
Protect, Package
and Inform
Jebsen & Jessen Packaging creates
smart designs for Nestlé
BUSINESS
Extreme Crane Installation
MHE-Demag Singapore in the Gobi desert, 400km
from a rail line and in temperatures of -25ºC
By Patricia Tan, Singapore
By Anthea Ho, Malaysia
In February 2012, Labplas Sdn Bhd (a new member
of Jebsen & Jessen Packaging) delivered the first batch
of clear PET wide-mouth plastic jars to the world’s
biggest food company: Nestlé.
Designed and manufactured by Labplas’ in-house team,
you will be able to take a closer look when the products
are launched in Malaysia. Notice the wide neck, designed
for easy access to the candy inside. The rounded cap
stops retailer stacking the jars, ensuring that the customer
can easily unscrew the cap and get to the treats inside.
In line with safety standards for packaging food materials,
only virgin resins are used in the manufacturing. To
complete the holistic design process, the team at Labplas
conducted numerous quality tests to ensure the jars are
strong and steady enough to withstand the pressure of
transportation and storage.
Labplas joined Jebsen & Jessen Packaging in January
2011. They design and manufacture a wide array of
plastic bottles, jars, caps and closures as well as provide
the associated design and labeling services. Experts
in the stringent requirements of both the food and
beverage and the pharmaceutical industries, their
customers include many well-known brands.
Jebsen & Jessen Packaging provides a new home for Milo chocolates
and other candies through their in-house designed jars.
Project Engineer Tang Hai Wei (right) and Senior Installation Technician Choo Lee Kiong in the
Gobi desert on their way to installing a crane at a coal mine.
MHE-Demag recently installed a 50/10-tonne double girder overhead
travelling crane at a coal mine in Mongolia. Not only was this one of the
remotest locations the company has ever served, but also the weather
conditions were the most extreme the team has ever faced.
Project Engineer Tang Hai Wei and Senior Installation Technician Choo
Lee Kiong remember, “We had to overcome two of the toughest
challenges for our project and installation team: remote location and
extreme weather. The Tavan Tolgoi Coal Mine is 550km from the
Mongolian capital city and 400km from a train line. Challenge one was
merely to get the 50/10-tonne double girder overhead travelling crane
to the site, it took 50 days. Once on site the team faced challenge
number two: installation during the extreme desert winter.”
Tang Hai Wei and Choo Lee Kiong carried out the supervision and
installation at the mining plant. MHE-Demag’s agent Mr Sergelen of
Mongolia Star Melchers was very impressed with their endurance; more
intricate parts of the job involved cutting wires free from the constraints
of gloves, leaving their hands bare in sub zero temperatures.
The team returned to Singapore armed with new experience and a
wonderful sense of achievement, knowing that far away in the deserts
of Mongolia a MHE-Demag crane is ensuring the smooth and safe
operations of a mine.

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APR 2012 Volume 02/2012
INNOVATION
Calculating, Reducing and
Offsetting our Carbon Footprint
The Group has developed and launched an integrated tool to
accurately measure its carbon footprint
By Laja Mensdorff-Pouilly, Singapore
Recently, the Group has launched an in-house developed, integrated tool, to calculate
its carbon footprint. Over the past few years, Jebsen & Jessen (SEA) has tested several
measuring approaches and more recently decided to develop its own tool based on
the globally applicable UN Greenhouse Gas Standard 2008.
Named gTool, it forms part of Jebsen & Jessen’s (SEA) initiative to become carbon
neutral through a three-step approach:
1) measure carbon footprint accurately;
2) reduce carbon emissions; and
3) offset remaining emissions.
“With gTool, connected to SAP and our eClaim system, we collect data for electricity,
gas, coal and petrol consumption at our facilities (offices and factories) and for all our
employees who are air travelling and/or commuting,” explains project owner Xaver Niels
Rustemeyer. “This gives us a solid overview of how much CO 2 we produce as a Group.”
Maria Canizal (left), Quality Compliance Executive at Jebsen
& Jessen Chemicals, is the proud winner of an internal
‘Find-A-Name’ contest. Thanks to her, the Group’s carbon
emissions calculating tool was baptised gTool.
At the hand-over ceremony of her brand new iPad, she is
pictured with Siew Tin Lim (right), General Manager Jebsen
& Jessen Chemicals (P).
gTool also facilitates monthly (timely) monitoring of the emissions and gives exact
information about where the Group is emitting the most CO 2. It provides multi-layered
analysis of the data, by RBU, country or location, and monitors reduction strategies so
their effectiveness can be managed.
In an ongoing, environmentally conscious effort, the Group has already implemented
several carbon emission reducing initiatives, such as the installation of solar panels at
one of its factories in Singapore and the switch of over 800 fluorescent light bulbs to
LED lights in its headquarters in Singapore. These follow previous efforts in Malaysia
and Thailand, where the Group also switched to energy-saving lamps in its offices.
“We strive towards carbon neutrality and will offset our remaining emissions in the
near future,” Xaver shares. “For the time being, we are grateful to have an accurate
overview of our carbon emissions. They amount to 47,000 tonnes per annum so lots
remains to be done.”
To ensure staff are also involved and informed about the Group’s ongoing efforts, an
internal contest was launched to find a name for the new accounting tool. Over several
weeks, staff members from across the region submitted their proposals and an internal
jury then voted for ‘gTool’, submitted by Maria Canizal from Jebsen & Jessen Chemicals
in the Philippines, who won an iPad 2 as her prize.

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APR 2012 Volume 02/2012 7
events
Showcasing Agri-business
Brands at INHAGEN
Jebsen & Jessen Chemicals Philippines raises the
profile of three brands at the country’s biggest
industry exhibition
By Ting Canizal, Philippines
Jebsen & Jessen
Chemicals
representing
principals Kemira,
Arla and Lallemand
at the Philippines’
biggest animal
health exhibition.
Jebsen & Jessen Chemicals (JJCP) made a splash at the Philippines’
largest animal health exhibition, INHAGEN.
‘The Farmers Congress’, INHAGEN is the Philippines’ most prestigious
exhibition focused on animal health, genetics and nutrition. Sharing new
technologies and practices, the aim of INHAGEN is to help farmers
maintain a competitive advantage in the global market. This bi-annual
event was organised by the Philippine Veterinary Drug Foundation.
JJCP took this prime opportunity to showcase products from key
business partners Kemira Asia Pacific, Arla Foods and Lallemand
Animal Nutrition. The 63 square metre booth gave the team a visible
presence at the event and plenty of opportunities to meet and greet
many of the 30,000 industry stakeholders including representatives
from feedmills, poultry and livestock farms, meat slaughtering and
meat processing companies.
events
Celebrating Distributors in Thailand
Jebsen & Jessen Technology Thailand – Scientific Division recognises and rewards Nichiryo and
NUVE dealers
By Thipwadee Rattanaanantachote, Thailand
Jebsen & Jessen Technology’s distributors in Thailand received recognition for their great work at a two-day event held earlier this year.
Jebsen & Jessen Technology invited 26 representatives from 13
dealers across Thailand to spend two days at The Tide Resort &
Spa to recognise their extraordinary work. They were joined by
representatives from NUVE (Turkey), namely Mr Sertan Ince, Export
Manager, and Mr Hayri Acar, Regional Sales Coordinator.
Initially scheduled for October 2011, the devastating floods in
Bangkok delayed this annual event, so it was with great delight that
the celebration went ahead in February 2012.
Besides sharing news about new models of Nichiryo products, top
dealers also received the Nichiryo Incentive Award 2011. Seven
companies across Thailand won the award with the top three being
Union Science, Lab Master Advance and PKC Instruments. The NUVE
Award is a short-term incentive that rewards dealers who achieved
their targets.

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APR 2012 Volume 02/2012
events
NutriLife
Coordinates
Product Launch
with Tradeshow
Jebsen & Jessen NutriLife Thailand and
business partner Kemira showcase
latest products at Victam Asia 2012
GLOBAL reach
Regional Corporate Social
Responsibility Conference
Representatives from GMA Garnet, Jebsen, Triton
Textile and Jebsen & Jessen (SEA) met in Singapore
to discuss the Family Enterprise’s Corporate Social
Responsibility strategies
By Natasha Golding, Singapore
By Luxsanawadee S. and Saengchai K., Thailand
Victam Asia is South East Asia’s largest exhibition and
conference for animal feed production. Hosted in
February at Bangkok International Trade & Exhibition
Centre, more than 6,000 trade visitors attended.
Jebsen & Jessen NutriLife Thailand (JJNT) and Kemira
showcased the latest products in feed additives,
formulations and process technology. Products that
ensure the safe and economic production of animal
feed, dry pet food, aqua feed and biomass pelletizing
technology. In addition, feed additives and machinery
equipment used in animal farms, feed mills and
laboratories were also on display.
Recognised as a leading global manufacturer in organic
acids and salts, many customers stopped by to learn
more about Kemira’s product offerings. Maximising the
opportunity for promotion, Kemira launched a new
product, Pro Git SF 3, to the Thai market. A feed additive
for the poultry industry, Pro Git SF 3 is enriched with
lauric acid to prevent growth of organisms including E. coli.
(From left) Mr Han Van der Broek, Manager Sales & Marketing
Food & Feed at Kemira Asia Pacific; Ms Nitiporn Permsuk, Feed
Department Manager at JJNT and Mr Jorgen Lundgaard, General
Manager at JJNT.
(From left) Tineke Bierman, Social Projects Coordinator at Triton Textile; Stephanie Cheong,
Corporate Communications Coordinator at GMA Garnet; Laja Mensdorff-Pouilly, Manager Corporate
Communications at Jebsen & Jessen (SEA) and Helena Trampe, CSR Executive at Jebsen; conferred for
two days on CSR strategies and practices within the Jebsen & Jessen Family Enterprise.
From Feb 16-17, representatives from the Jebsen & Jessen Family Enterprise
met in Singapore to confer on the Corporate Social Responsibility (CSR)
strategies and initiatives the various companies have in place.
Following an ambassador programme brought to life by Jebsen and Jebsen
& Jessen (SEA) just over a year ago, this Conference was a further joint
initiative involving the Jebsen & Jessen Family Enterprise.
“We aimed to identify some common lines of thought amongst what
is currently a rather diverse set of CSR initiatives, to benchmark among
the family enterprise and to share ideas,” explains Laja Mensdorff-Pouilly,
former Corporate Communications Manager at Jebsen & Jessen (SEA).
“The meeting was definitely helpful in terms of learning from each other’s
practices, moreover it was an opportunity to be inspired as we understood
the importance and impact of social and environmental considerations
across the Jebsen & Jessen Family Enterprise.”
Helena Trampe, CSR Executive with Jebsen says, “Over the two days, we
shared how CSR is lived, structured and funded within each organisation
and discussed how we engage in CSR internally and externally. We analysed
how our community, the environment, and our staff well-being plays a role
in our CSR strategies and what investment is made. For me, the meeting
was very beneficial and inspirational, as I had the chance to get an insight
into our sister group’s procedures and practices, many of which are
applicable and relevant for Jebsen, as well.”
After the first day was spent sharing the prevalent CSR practices, the
programme for day two included a guest speaker from the National
University Singapore sharing a presentation on CSR strategies. The
audience included participants in the conference and Jebsen & Jessen’s
(SEA) Singapore’s senior management team. Subsequently, the participants
engaged in an afternoon session of discussions before leaving Singapore
back to Bangladesh, Perth and Shanghai.

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APR 2012 Volume 02/2012 9
GLOBAL reach
Jebsen Investing HKD 575m in Porsche Dealership
Sister company Jebsen announced investment plans for the next two years
By Priscilla Hu, Shanghai
Jebsen’s investment of HKD 575 million in its Porsche dealership business include new Porsche Centres in Beijing, Shanghai, Hangzhou and Shenzhen.
Jebsen Motors, one of the largest Porsche
dealership groups in the world, achieved a
record year, delivering 6,662 new cars in 2011,
which is approximately 27 per cent of all
Porsche sales in Greater China. The planned
HKD 575m investment is the largest the
Group has made into its luxury automotive
business to date.
The investment includes an upgraded “4S”
facility in Mainland China and the opening
of four new Porsche Centres in Beijing,
Shanghai, Hangzhou and Shenzhen by the
end of 2013. An expansion of the Porsche
showroom in Hong Kong and Macau will
also be completed during 2013, providing
scope for a surge in the market and for
future growth.
In line with this expansion, a major
recruitment drive to hire at least 250 more
staff across all positions has begun. Alongside
this a programme of training initiatives
for current staff members, who have the
necessary expertise, is also in progress.
The Group expects Porsche new car
deliveries to rise by approximately 10
per cent in 2012. “We are confident that
growth in the demand for Porsche cars will
continue in the coming years, hence the
significant investment in this dynamic market
to provide better facilities and improved
services to all our customers. The market
is becoming increasingly competitive so
by making these investments in people,
infrastructure and marketing, we will be in a
strong position to serve the industry even
better,” says Mark Bishop, Group Director
of Jebsen.
GLOBAL reach
Triton Textile takes over Bodum
Sister group Triton Textile integrates sister group Bodum Export’s activities into its business portfolio
By Laja Mensdorff-Pouilly, Singapore
Effective Jan 1, 2012, Triton Textile has taken over and integrated
Bodum Export.
Some of Bodum’s former sales and marketing activities will
continue, centred on Bodum’s main UK customer. As a result,
two staff members are now employed in the UK under the Triton
Textile umbrella. In addition, eight former Bodum staff members
now work for Triton Textile in Hong Kong. Their responsibilities
range from merchandising to accounting and shipping.
“I am very enthusiastic to announce that the first orders have
already been placed, and I foresee great potential with this new
venture,” says Michael Schwaegerl, Managing Partner Triton Textile.
“We welcome all the new members of the family and wish them
lots of success in their respective roles.”

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APR 2012 Volume 02/2012
PEOPLE
Welcoming New Senior Managers
Henrik Friis - Regional Director Turf & Irrigation
By Hans Ulrich Hansen, Thailand
Effective Feb 7, 2012, Mr Henrik Friis
joined Jebsen & Jessen Technology as
Regional Director - Turf & Irrigation. Henrik
succeeds Mr Wong Khen Jee who retires
from his present position at the end of
June 2012. Based in Thailand, Henrik will
be taking overall responsibility for business
functions and the strategic development of
Turf & Irrigation’s regional activity within the
Technology Regional Business Unit.
Prior to joining Jebsen & Jessen Technology,
Henrik held the position of Managing
Director for Nedermann AB, formerly
known as Dantherm Filtration. Although a
newcomer to the golf industry, Henrik brings
with him a wealth of experience in doing
regional business in ASEAN and China. He is
deeply familiar with all aspects of projectbased
business, from parts sale to after sales
service and production.
Henrik has a technical background and
earned a MBA from Assumption University.
He has been living in Thailand since 1993.
He is married and has two children.
Benny Choong - General Manager
Jebsen & Jessen Business Services (S)
By Ow Yeong Fong Luen, Singapore
Mr Benny Choong joined the Group on
Feb 6, 2012. Reporting to Fong Luen Ow
Yeong, Group Director - Corporate Finance,
Benny will head and lead the operations of
Business Services Singapore.
Benny completed a Bachelor in Commerce
majoring in Accounting and Finance, and he
is a Certified Public Accountant (CPA) with
the Institute of Certified Public Accountants
of Singapore (ICPAS). He began his career
as an accountant over 16 years ago. In the
course of his career he has worked in many
specialised areas, including finance, treasury,
human resources and credit control, in
various reputable companies including
Chartered Semiconductor, Siemens and
Jetstar. His most recent position was as
Regional Finance Director for the Invida
Group, a pharmaceutical company part
owned by Temasek Holdings.
Married with two daughters, Benny enjoys
reading, music, running and bowling during
his leisure time.
PEOPLE
In Memoriam
Colleagues mourn Cheng Zilong
By Jocelyn Ng, Singapore
We are deeply saddened by the loss
of our dear colleague Cheng Zilong
who passed away during a car accident on
January 13, 2012.
Zilong, 27, had been working with us as
Section Leader since Nov 2006. He was
hard working, gentle and friendly. Well liked
by everyone, he will be sincerely missed.
On behalf of the management and staff of
MHE-Demag Singapore, we express our
deepest condolences to his family.

MACKEREL
APR 2012 Volume 02/2012 11
PEOPLE
Congratulations to New Senior Managers
Mrs Camie Lee -
Regional Director
Compensation
and Benefits
By Wong Kwai Wah,
Singapore
Effective Jan 1, 2012, Mrs Camie Lee was promoted to senior management
as Regional Director - Compensation and Benefits. Camie joined the
Group in early 2008 as regional HR manager for the Corporate Services
Unit. In her enhanced role Camie will be responsible for managing the
overall provision of corporate human resource services as well as the
compensation and benefits policies and administration.
Camie will furthermore review and recommend compensation and benefits
strategies for employee attraction and retention. For this, she will work closely
with the Executive Board and the Group’s Regional Managing Directors.
Camie’s educational background includes a bachelor’s degree in business
with a specialisation in human resource management as well as a Diploma
in Compensation and Benefits Management and a Global Remuneration
Professional Certification, which she completed in 2006.
Mr Adisak
Osiriporn -
General Manager
Jebsen & Jessen
Technology - Air
Con Division
By Hans Ulrich Hansen,
Thailand
Effective Jan 1, 2012, Adisak Thiaphirat has been promoted to senior
management as General Manager – Jebsen & Jessen Technology Air Con
Division. Adisak joined the Group in March 2001 as Division Manager,
overseeing the sales and marketing strategies of Fujitsu Air Conditioning.
In his enhanced role, Adisak, aged 43, will further continue to oversee,
develop and execute the overall business development strategies, including
sales and marketing for Fujitsu and Hyundai Air Conditioning in Thailand.
Prior to joining Jebsen & Jessen (SEA), Adisak had spent 10 years as a
regional product manger covering Asia Pacific for Trane company.
FEATURES
The Mackerel’s New
Editor-in-Chief
Miss Natasha Golding takes over The Mackerel’s
editorial team as Miss Laja Mensdorff-Pouilly
returns to her home country
By The Mackerel Editorial Team
The Mackerel’s new Editor-in-Chief, Natasha (right) and former Editor-in-Chief Laja at the
Group’s headquarters in Singapore.
Effective April 1, 2012, Miss Natasha Golding has taken over Jebsen &
Jessen’s (SEA) Corporate Communications Department. In that role,
Natasha will be The Mackerel’s new Editor-in-Chief.
After three years working for the Jebsen & Jessen Group of
Companies South East Asia and two years employed with Jebsen &
Co Ltd, Laja has decided to pursue her academic career in Europe.
Natasha, originally from the UK, is a communications professional who
has had her base in Singapore since 2006. Most recently she worked
as a brand strategist for the Red Thread Group and, concurrently,
corporate communications consultant and copywriter for Prettysmart.
It is in this latter function that she has for the past two years been
working on numerous Jebsen & Jessen (SEA) projects together with
Laja and her team.

12
MACKEREL
APR 2012 Volume 02/2012
FEATURES
Becoming Part of the
Family - Part Five
An Interview with Carol Lin
By Anthea Ho, Malaysia
In this fifth and final part of the “Becoming Part of the Family” series,
The Mackerel interviews Carol Lin, Purchasing Executive from MHE-
Demag Taiwan (MDTW). She shares her experience of the transition
period when Realm became part of MHE-Demag, and so part of the
big family that is Jebsen & Jessen (SEA).
MDTW assumed operations from Realm Corporation in Taiwan
on January 1, 2011; one of the investments by the Group in 2011.
Realm is a well-established material handling company with 39 staff,
headquartered in Kaohsiung with a branch office in Taipei.
AH: How long had you been working with Realm before the transition
CL: I joined in August 2009, as Trading Assistant. I’d been in my job
for about one and a half years before the transition started. Among
the team of senior colleagues who have been working for the
company for 10-25 years (or more), I’m considered a “newbie”. My
job responsibilities included order placement, shipment follow-ups
and any other overseas issues. Once the news of the acquisition was
announced I was assigned to assist the start-up of MDTW and the
related marketing affairs.
AH: What is your role in MDTW
CL: I am a Purchasing Executive, I provide purchasing support for all
local and overseas purchases for our service department, monitor
shipments, handle customs duties to ensure smooth clearance
procedures and carry out other related logistics tasks. In addition,
Carol Lin from MHE-Demag Taiwan became part of the Jebsen & Jessen Family through
an acquisition just over a year ago.
Carol was the first staff member from Taiwan to join a “Meet-A-Need” trip. Pictured here
in Cambodia in 2011.
I’m also involved in providing secretarial support to the Company
Manager and Division Managers, assisting in the translation of internal
forms and articles related to company matters.
AH: What was it like becoming a Jebsen & Jessen (SEA) group member
What were the challenges encountered during the transition
CL: Being a quick learner, I’m not afraid of working in a new environment
and culture - I can easily adapt and embrace new changes. However,
the challenge for me was the SAP system, which is totally new to me.
During the transition I put in my best effort to learn as well and as quickly
as I can, using the system to organise my work as much as possible.
Overcoming the challenge has been worth the effort as we did not have
a proper system previously and now I notice my work is more efficient
and systematic.
AH: And what was the easiest part
CL: My previous international trading experience of over five years
is what really helps me to cope with my existing job function during
the transition. I guess my proficiency in English really helps to make it
easy for me to communicate with overseas suppliers and colleagues
around the region.
AH: What do you enjoy most, now that you’re part of Jebsen & Jessen (SEA)
CL: It’s my pleasure and honour to be part of the big family of Jebsen
& Jessen (SEA). I now get to know more colleagues across the region.
What I enjoyed most is the new working system and new culture. I really
like our intranet Morus too! I enjoy reading the daily articles shared by
colleagues from different business units and countries.
AH: Any tips you want to share with other colleagues who joined our
Group recently through acquisitions
CL: Always maintain a positive attitude and always be enthusiastic in
the work you do and you will be filled with confidence and joy. I am
certainly enjoying my time working in the Group.
About Jebsen & Jessen (SEA)
Since 1963 we have worked in partnerships with global market leaders, facilitating and capitalising on opportunities throughout South East Asia. An industrial
enterprise, our business spans manufacturing, engineering and distribution activities. The core business units include: Cable Technology, Chemicals, Communications,
Life Sciences, Material Handling, Packaging and Technology. Together we serve over 17,000 customers in the region and beyond. Through our more than 50
subsidiaries and associate companies we employ over 3,500 people.We form part of a global family enterprise that dates back to a trading partnership formed in
Hong Kong in 1895. Beyond the region we are closely connected to a network of sister companies in Australia, Europe and Greater China.
For more information or enquiries, please visit us at www.jjsea.com.
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