MOROCCO – Barry Callebaut Group, the world’s leading manufacturer of high-quality chocolate and cocoa products, has established its first local production footprint in Morocco and subsequently on the African continent.
This follows the acquisition of manufacturing assets owned by Attelli, a distributor and confectionery manufacturer based in Casablanca, Morocco.
Attelli, which is part of the French COFRAPEX Group, specializes in catering, food distribution and retail in Morocco and neighboring countries.
Other than taking over the manufacturing assets of the Casablanca based company, the two parties have entered into a long-term supply agreement for compound from Attelli.
“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,” said Hadrien Devichi, General Manager Attelli.
This partnership allows Barry Callebaut better cater to local demands and accelerate its expansion in the region.
The chocolate maker has been operating across the continent through distribution partners and has been supporting chefs and artisans to develop their talent and skills at its Chocolate Academy Center.
The signing of this long-term agreement comes only five months after the opening of the Chocolate Academy Center in Casablanca.
The Center and the factory will complement each other, by offering co-creating and co-developing opportunities as well as manufacturing solutions.
“After the opening of our Chocolate Academy Center 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,” said Amine Mebrouki, General Manager Middle East & North Africa at Barry Callebaut.
The Belgian-Swiss cocoa processor and chocolate maker also operates another Chocolate Academy Center in South African hub, opened in 2018.
To further heighten its focus in the region, Barry Callebaut recently unveiled plans of expanding its operations in South Africa with the establishment of a local, direct distribution network in the country.
To this end, the chocolate manufacturer will take over the role of master distributor in South Africa and increase the number of distribution points.
This will be an addition to the existing partnership with Garden Morris Packaging and Food, who will continue being one of its distributors of its Gourmet business of packed products for artisans and chefs.
The new network will focus on supplying customers in South Africa and the neighbouring countries with a wide range of products from the Group’s global Gourmet brands like Callebaut, Mona Lisa, Cacao Barry, and Carma.
Barry Callebaut is stamping its presences in the Middle East and Africa cocoa and chocolate market which was valued at US$14.2 billion in 2021 and expected to grow at a CAGR of 1.9% to reach US$15.6 billion by 2026, according to Market Data Forecast.
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