Milestone in Malaysia: BAADER Opens First Production Site in Asia

A Signature Moment – BAADER Celebrates Final Act of Malaysian Opening Ceremony

The signature of a commitment. With the symbolic installation of the Signature Plate, signed by Honoray Consul and BAADER CEO Petra Baader, the Chief Minister of Selangor Y.A.B. Dato' Seri Amirudin bin Shari, and the German Ambassador to Malaysia Dr. Peter Blomeyer, BAADER has officially sealed the inauguration of its new production facility in Selangor. BAADER CTO Matthias Hoffmann attended the ceremony, which marked the culmination of two inspiring opening weeks and the beginning of a new chapter in Southeast Asia.

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Experience the highlights in our video recap

We thank all who made this celebration unforgettable – from our customers and partners to the dedicated teams behind the scenes.

BAADER Opens First Production Site in Asia: A Milestone for Malaysia, Innovation, and Global Food Security

In a defining moment for the future of food processing in Asia, BAADER, a global technology leader in protein processing, officially inaugurated its first-ever production facility in Asia: BAADER Food Systems Asia, located in Shah Alam, Malaysia. The opening marks not only a significant expansion of BAADER’s global footprint but also a clear commitment to innovation, localisation, and sustainable development in one of the world’s fastest-growing regions.

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Why Asia, Why Malaysia?

“Why Malaysia?” BAADER CEO and Honorary Consul Petra Baader posed this question rhetorically in her keynote speech. The answer is compelling: “This dynamic, diverse, and forward-looking country reflects many of the values we hold dear – teamwork, innovation, and long-term partnership.”

Strategically situated in Selangor, one of Southeast Asia’s key industrial hubs, the new facility positions BAADER at the heart of a region that is pivotal for the global food supply chain. It complements the company’s long-standing presence in Singapore and Beijing, creating a robust network across Asia.

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A Production Site with Purpose

The newly launched site in Shah Alam will serve as both a production and innovation hub, with an initial focus on sub-assembly and sourcing, scaling up over time to full production and development capabilities. Its purpose goes beyond machinery: it is about empowering regional partners to meet the rising demand for safe, nutritious, and culturally accepted proteins - especially poultry and also fish - using cutting-edge, data-driven processing technology.

“This facility is designed to grow – not just in square metres but in knowledge, capabilities, and contribution,” said Marcel Franz, CEO of BAADER Poultry Asia. “It will serve as a launchpad for Malaysian ingenuity and technological leadership in food processing.”

At the heart of the site’s vision is the mantra: “Made in Malaysia, by Malaysians.” This local focus aims to support economic development, foster skills, and promote technological sovereignty through long-term knowledge-sharing and talent development.

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Voices of Support and Partnership

The opening ceremony brought together leading figures from government, industry, and diplomacy, including the Right Honorable Chief Minister of Selangor, Dato’ Seri Amirudin bin Shari, the Deputy German Ambassador Ulrike Wolf and MIDA Executive Director Ts. Norhizam Ibrahim.

Chief Minister Amirudin bin Shari welcomed BAADER’s investment as a strategic partnership aligned with Selangor’s ambitions. “This is a high-impact partnership that supports our vision of becoming a centre for advanced manufacturing and sustainable growth,” he said.

BAADER’s close collaboration with MIDA, MITI, and Invest Selangor throughout the site development was key to the project’s success. As Cheou WanKwai, BAADER Managing Director Malaysia at the event noted: “We are proud to call Malaysia our new home in Asia. The support we received from local authorities and the global BAADER leadership was extraordinary.”

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Feeding a Growing World

By 2050, the global population is expected to reach 9.7 billion – a staggering figure that implies over 50% higher demand for food. BAADER views this as a call to action. Its technological portfolio spans the entire food processing value chain, from handling live animals to producing safe, high-quality food products with minimal waste and maximum traceability.

“Fish and poultry are our core focus,” Petra Baader explained. “They offer an excellent feed conversion rate, are widely accepted across cultures, and when processed with care and respect can sustainably nourish the world.”

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A Celebration of Culture and Connection

The inauguration ceremony reflected the significance of the moment: speeches from high-level guests, a ribbon-cutting with dignitaries, a traditional Malaysian cultural performance, and a guided tour of the state-of-the-art facility. The event symbolised not just a corporate expansion, but the beginning of a deep-rooted relationship with Malaysia and Southeast Asia.

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