Barry Callebaut establishes presence in Morocco

Barry Callebaut signed a long-term agreement with distributor and confectionery manufacturer Attelli SARL, which is based in Casablanca, Morocco. Attelli, which is part of the CFRAPEX Group, specialises in catering, food distribution and retail in Morocco and neighbouring countries.

Under the terms of the agreement, Barry Callebaut is taking over the manfuacturing assert of Atelli in Casablanca, which marks the company’s first production footprint in Morocco and subsequently, the African continent. The company is also entering into a long-term supply agreement with Attelli, which allows Barry Callebaut to better cater to local demands and accelerate its expansion in North Africa.

“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 at Attelli.

“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,” explained Amine Mebrouki, General Manager Middle East & North Africa at Barry Callebaut. “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.”

The signing of the long-term agreement comes five months after the opening of Barry Callebaut’s Chocolate Academy Center in Morocco, a platform where chefs and artisans can showcase and develop their talent and skills. It is the second centre in Africa and now part of a global network of 26 centres worldwide. Consumption in North Africa are shifting towards premiumisation and new concepts, which the centre will play an important role in.

“This is an important moment for our presence in the North African region. The Chocolate Academy Center Casablanca will strengthen the collaboration with our customers in the North African market and help us to further expand our position in Gourmet & Specialties in the region,” said Rogier van SLigter, President EMEA of Barry Callebaut.

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Media contact

Caitlin Gittins
Editor, International Confectionery
Tel: +44 (0) 1622 823 920

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