Barry Callebaut moves into North African manufacturing with Attelli agreement
eft to right: Hadrien Devichi, General Manager Attelli SARL; Amine Mebrouki, General Manager Middle East & North Africa and Fabian Stierli, VP EEMEA. Pic: Barry Callebaut
A key strategic deal has been struck by Barry Callebaut, after signing a long-term agreement with Attelli SARL, focused on distributing and manufacturing product ranges including confectionery, based in Casablanca, Morocco, reports Neill Barston.
The move follows in the wake of the Swiss-headquartered firm expanding into the North African nation with opening its chocolate academy centre in the country five months ago, offering chefs and artisans and expanded platform for developing new ranges.
Financial terms surrounding the agreement with Attelli, which is part of the French Cofrapex Group, specialises in catering, food distribution and retail in Morocco and neighbouring countries have not been released.
However, Barry Callebaut confirmed that it will be taking over the manufacturing asset of its new acquisition in Casablanca, establishing the group’s first production footprint in Morocco, and subsequently on the African continent. In addition, the European chocolate and cocoa product business is entering into a long-term supply agreement for compound with Attelli (pictured below), which enables the business to enhance local delivery and accelerate expansion in North Africa.
Amine Mebrouki, General Manager Middle East & North Africa at Barry Callebaut welcomed the deal. He said: “After opening our chocolate academy centre in Casablanca, this is a new milestone that will unlock the promising market potential in North Africa. Thanks to the partnership with Attelli SARL, we will gain further insights into the needs of local customers and provide locally produced goods, allowing us to drive growth in different segments, from Gourmet to Food Manufacturers.
Commenting on the move, Hadrien Devichi, General Manager Attelli believed the agreement would enhance its overall operations: “We are delighted to partner with Barry Callebaut, the world’s leading chocolate manufacturer. Thanks to the agreement, we can expand our product portfolio at the highest international quality standards and offer our customers a wider range in Morocco and beyond.”