Symrise expands in the EMEA with Egyptian creative centre
Symrise has recorded key expansion in the EMEA region after opening a Creative Centre in Cairo Egypt, which includes development and application laboratories including facilities for confectionery and snacks.
The global flavour and fragrance group has instilled its latest site with state-of-the-art facilities, which the company said would enable it to deliver enhanced services for its local customer base.
Dirk Bennwitz, President Flavor EAME at Symrise, officially opened the new facilities. They meet the company’s global technology and development standards and are intended to strengthen the company’s reach in the AME region and its collaboration with strategic customers. Partners, customers and guests attended the ceremony.
Within the Creative Centre, employees will develop customised product solutions and applications and adapt existing products for the market. Compared to its facilities so far, the new creative centre offers a number of advantages. Modern consumer and market analysis and quality assurance procedures guarantee authentic and relevant products for customers and consumers in the region.
“By investing in the new Creative Centre, our strong team of food technologists and flavorists can make a significant contribution to the growth in the region in the future,” says Dirk Bennwitz, President Flavor EAME at Symrise. “We are convinced of the strategy, because our location in Cairo offers us proximity to customers and markets in Africa and the Middle East. In the future, we will be able to better serve demand in the region and optimally align our business with our customers, thus contributing to the company’s growth.”
In the future, the Symrise team will have access to all the technologies and innovations available in the Group in the Creative Center. This will make it easier to meet customer demand. In addition, customers benefit from knowledge of the region and the increased use of local raw materials. This helps to meet the diverse wishes of consumers. Another advantage is that Symrise can work with its customers in a time- and cost-efficient manner.
“We use a wide range of manufacturing technologies in Egypt to supply all of Africa and the Middle East,” says Ibrahim Wagdy, responsible Managing Director of Symrise in Egypt. “We are now expanding these capacities with our modernised site thereby increasing the attractiveness for our customers in the region.
Egypt is an important location for Symrise. On the one hand, because the country’s location in the AME region makes it easy to exchange information with customers from Africa and the Middle East. On the other hand, the industrial and agricultural infrastructure provides valuable advantages for the production and development of flavors for the local market.
