FRULACT Group to Sell Controlling Stake in Frulact Algérie, Spa
26 Nov 2013 --- FRULACT Group, headquartered in Maia, Portugal have come into an agreement to sell their controlling 51% stake of the joint venture set up in Algeria in 2007, withdrawing their brand and support to the local unit from July 1st, 2013.
The reasons are strategic and consist mainly in strengthening Frulact’s position in North Africa and Middle East markets, from its platform located in Morocco.
This strategy is based on the decision of optimizing and focusing investments on three areas:
• Increasing productivity and competitiveness, improving the value chain.
• Continuing to invest in the resources and means, enabling to create and share value with the customer; enhancing the image of Frulact as a global reference of innovation within the food industry.
• Consolidating the globalization of Frulact project, taking position in the geo-strategic markets, such as the investments made in Morocco with a second unit (1st-stage processing unit, 2012), South Africa (2012) and in the United States of America (2014).
With this decision, Frulact is expecting to increase the already high level service to the costumer, ensuring high-quality performance, improving skills and capabilities in research, development and innovation; with a more efficient management of the supply chain; raising the modern patterns of food quality and safety, ensuring compliance with all the standards and requirements as far as social responsibility and sustainable development.
Frulact will continue to strengthen its leading position in the Algerian market, continuing to be taken as a reference by the market and the consumers that Frulact knows for more than 15 years now, benefitting from a wide range of very important customers and products.
Both units located in Larache, Morocco, are certified according to international standards as far as HACCP, ISO, HALAL, SEDEX requirements, beyond the certification and homologation of various global renowned brands and industries of the agricultural and food sector, including Algerian market customers.
Frulact Group strategy is to continue in the region, now with more reasons to increase its market share, ensuring the main objective to establish long-term partnerships with its customers, on a sustainable basis, rooted on a service of excellence, more and more competitive, establishing differentiation as it is known in the market.
Frulact is a family owned company, established in 1987, specialized in the design, development and production of fruit-based preparations to be applied in the food industry. Operating as a key-player in the chain value, Frulact offers tailor-made concepts with each product or service according to each customer’s needs. Frulact directly supplies major global players and brands of the sector, especially dairy, ice cream, beverage and pastry industries.
The company currently operates in different industrial sites, located strategically nearby its customers and geographical areas of fruit production, namely in Morocco, France, South Africa and Portugal where its most advanced state-of-the-art plant is settled in the industrial area in Tortosendo (Covilhã).
Frulact is among the top 5 European players and enjoys a leadership position in some markets in Europe, Middle East & Africa. Frulact Group hires directly more than 500 employees, knowing that over 35% of them benefit from university degrees; expecting to reach a turnover of more than 105 million Euros by the end of 2013.
