Frank Andreasen, Regional Sales Director at Landmeco, has made the leap from Denmark to Thailand.

In March 2024, he moved to Southeast Asia with part of his family to build a new market from scratch in a region where both the culture and market are somewhat different from Europe.

‘It’s always exciting to build something from scratch and hope it succeeds. But it takes hard work, because nothing happens by itself,’

says Frank Andreasen, who has worked for Landmeco since December 2022.

One of his tasks is to spearhead sales of Landmeco’s solutions for poultry production in Southeast Asia and the Pacific region. With employees in the Philippines and Indonesia and distributors in several markets, there is a clear plan.

‘My role is to train our local employees and dealers so that they have the best competences and knowledge of the many different Landmeco products. In addition, I will of course support them and visit customers with them. At the same time, I am active in other markets where we are working hard to break through,’ he explains.

Animal welfare and quality

Selling Landmeco solutions in Asia is not without its challenges. In the region, where price and countries like China play a major role, finding the right customers requires a determined effort.

‘We focus on customers who value quality products and animal welfare and want to save resources on things like feed. It’s a struggle to find them, but they are there. We certainly see opportunities when it comes to free-range chickens, because all our products are targeted at free-range. We also see hotels, for example, demanding products that meet higher animal welfare standards,’ says Frank Andreasen.

The Asian culture and market are also fundamentally different from the Danish one, and for Frank Andreasen, it’s about being present and navigating a complex market.

‘Some things are easier out here, but other things are much more difficult. For example, when we moved, there were a lot of challenges with visas and authorities. It’s different when you have to navigate a system where everything is in Thai,’ he says with a smile.

Taking the leap – and the practical considerations

For Frank Andreasen and his family, the decision to move to Thailand was a big step. There were many things to consider before they agreed to settle on the other side of the world.

‘The two older children, Benjamin, 21, and Iben Cecilie, 17, are at an age where friends, education and jobs play a bigger role, which meant that they stayed at home. Therefore, only Amanda, aged 11, travelled with them. She goes to an international school and has settled in well. In addition, before we left, we had to find out what it would mean if my wife Olena couldn’t work out here,’ explains Frank Andreasen.

The move also meant that the family had to say goodbye to many things in Denmark – especially the proximity to friends and family.

‘The distance to family has of course increased, but we’ve been lucky. The older children have visited us, and friends and family have taken the opportunity to come to Thailand. Of course, it means a lot to keep in touch,’ says Frank Andreasen.

Advice for others considering Asia

For Frank Andreasen, the experience of living and working in a different culture is something he wouldn’t be without. For others who are considering a job in Asia, he has some specific advice:

‘One of my tips would be to research something as simple as cost of living, school fees and visa rules before you go. Get a company to help with visas and work permits – it makes a big difference. Also, ask for advice from people who already live in the area. But most importantly: Do it. It’s an experience you’ll always carry in your backpack,’ he says.

From agricultural technologist to sales director in Asia

Frank Andreasen, 48, is a trained agricultural technologist specializing in buildings and machinery. He previously worked for companies such as Danish Farm Concept and ACO Funki, where he focused on selling equipment to pig farmers. For the past 10 years, Asia has been his primary market.

Before Frank, Olena and Amanda flew to Thailand, they lived in Sunds near Herning. The house was sold in early 2024.

‘It’s been a big change, but also a great opportunity to experience a new culture and create something from scratch. We hope that what we’re building here will bear fruit for many years to come,’ says the Sales Director, who also has a three-year contract.

‘That agreement can then be extended to a fourth year. Time will tell what will happen when the three or four years here in Thailand are up,’ he says.

Text: Journalist Mikael Sand, JVR Consult. Tel: 30561992. Email: ms@jvrconsult.dk.