Bosch sees potential in Africa

Bosch Packaging Technology has opened a sales and service office in Cairo, Egypt. With a population of over 80 million and growing, Egypt is experiencing tremendous growth in the confectionery industry. Bosch’s new office provides local sales and service support to meet the increased packaging demand in Egypt and beyond, including large parts of Africa and the Middle East. Bosch has seen substantial market potential in Africa, which is the reason it became the first major supplier of packaging machines to have an assembly location in South Africa.

Since its doors first opened in July 2012, the office has gained ten associates. Additionally, the company has plans to double its staff by the end of 2013, continuing to generate employment opportunities in Cairo.

The Egyptian market represents varied challenges for suppliers. Due to imperfect food distribution channels in Egypt, all food products must be packaged and consumed quickly, before they become unfit for consumption. This is also the case elsewhere in Africa. In addition, middle class consumers are increasingly shifting from small shops to large supermarkets, while the lower income population prefers to buy in smaller quantities. From single flow wrappers to full packaging systems, Bosch provides flexible solutions that allow manufacturers to meet the needs of all consumers.

Bosch has set a 2013 sales target for its Cairo office in the mid double-digit million euro range for machines and services, for which key markets are the pharmaceutical and food industries.