Barry Callebaut inks partnership with Attelli to boost operations in Morocco

18 Oct 2022 --- Barry Callebaut has signed a long-term agreement with Attelli, a distributor and confectionery manufacturer based in Casablanca, Morocco. Attelli, part of the French Cofrapex Group, specializes in catering, food distribution and retail in Morocco and neighboring countries.

Under the terms of the agreement, Barry Callebaut is taking over the manufacturing asset of Attelli in Casablanca, establishing the group’s first production footprint in Morocco.

In addition, Barry Callebaut is entering into a long-term supply agreement with Attelli. This partnership allows the company to better cater to local demands and accelerate its expansion in North Africa.

“Thanks to the agreement, we can expand our product portfolio to the highest international quality standards and offer our customers a wider range in Morocco and beyond,” says Hadrien Devichi, general manager at Attelli.

By establishing its first local production footprint in North Africa, Barry Callebaut aims to accelerate its regional expansion.This North African expansion closely follows the Swiss cocoa manufacturer accelerating its “smart growth” innovation strategy. Earlier this year, Bas Smit, global vice president of Barry Callebaut, spoke with FoodIngredientsFirst about expanding sustainable and indulgent offerings.

In May, the company announced plans to set up a direct distribution network in South Africa to meet the increasing demand for premium chocolate indulgence while expanding its markets in Africa. 

The South African food and grocery retail market is expected to grow at a compound annual growth rate (CAGR) of +4.9% by 2025, with an estimated value of US$59.6 billion.

Market potential in North Africa 
After the opening of its Chocolate Academy Center in Casablanca, this latest move is being touted by the Swiss chocolate company as a milestone that will “unlock the promising market potential in North Africa.”

“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,” comments Amine Mebrouki, general manager of the Middle East and North Africa, at Barry Callebaut. 

The signing of this long-term agreement comes only five months after the opening of the Chocolate Academy Center in Casablanca, Morocco, a creative platform where chefs and artisans can showcase and develop their talent and skills. 

The Chocolate Academy Center and the factory will complement each other by offering co-creating and co-developing opportunities and manufacturing solutions.

The parties have not disclosed any further terms of the agreement.

Edited by Elizabeth Green