Vitasoy Announces North American Asian Market Strategy

Ayer, MA (December 12, 2007) Vitasoy, the leading tofu producer in North America and one of the leading soymilks in the U.S., has announced a major sales and marketing initiative to meet the mounting demand for soy foods among the Asian market in North America.
Leading the effort as Director of Sales & Marketing, Asian Division and Canada, will be Eugene Lye, the company’s current Director of Business Development. The announcement was made by Walt Riglian, Vitasoy’s General Manager.
 "Lye’s knowledge of the soy foods industry, his familiarity with Canada and North America’s Asian market, and his experience in sales and marketing make him the perfect candidate to lead these efforts," said Riglian.
Lye, who will report directly to Riglian, will have responsibility for the company’s Asian market business in the U.S. and Canada. He will also direct Vitasoy’s Canadian mainstream business, which covers both the produce and natural channels.
Vitasoy’s North American headquarters in Ayer, Massachusetts will be the location of Lye’s offices.   This will provide an Ayer-based focus across two key segments of Vitasoy’s business, according to Riglian, while bridging the opportunities that exist between Vitasoy’s tofu business in both the Canadian Asian and mainstream channels.
A native of Winnipeg, Canada, Lye holds an MBA from the Chinese University of Hong Kong and a B.A. in Economics from the University of Toronto. He has held key sales and marketing positions throughout Vitasoy since joining the company in 2002.
Vitasoy: Innovative Soy Pioneer
A pioneer in bringing organic and all-natural tofu and soymilk to North America, Vitasoy USA Inc. is committed to producing delicious, innovative foods that promote the health of our families and the planet. Look for Vitasoy’s premium tofu, soymilk, Asian-style noodles and wraps, and soy-based sandwich spreads under the brand names Vitasoy® and Nasoya®. For further information, fast and easy recipe ideas, or to sign up for Vitasoy’s soy health e-newsletter, please visit