Grupo Bimbo launches operations in Morocco

Grupo Bimbo has acquired Groupe Adghal, a company dedicated to the production and distribution of baked goods in Morocco.

With sales rising to around $11 million and a 20-year track record, Grupo Bimbo says Adghal represents its “gateway to a new market”. The company has three production plants, over 200 employees and a portfolio comprised mainly of two product categories: sweet baked goods and cakes, marketed under the Belle, Chapela, Rosco, Roscao brands.

“With this acquisition we are making strides to enter the African continent,” says Daniel Servitje, president and CEO of Grupo Bimbo. “As with other acquisitions, we are initially focusing on learning the culture and the business, and sharing best practices with Grupo Bimbo’s diverse operations.”

Groupe Adghal will become a part of the organisation under Europe, Asia and Africa (EAA), under the leadership of Pablo Elizondo Huerta, senior executive vice president at Grupo Bimbo.

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