Bel currently generates an annual turnover of €650m in Africa and the Middle East, which accounts for around 17% of its global turnover. “In Africa, as everywhere else in the world, we pursue a multi-local strategy: production takes place as close as possible to the consumer,” explains Jérôme Garbi, General Manager of the Global Cheese Division and Head of the Europe, Middle East, Africa and Oceania region for the Bel Group. The group currently has three production sites in North Africa. In Tangier (Morocco), 40,000 tonnes of cheese are produced annually, destined for the Maghreb and the United States. The site in Koléa (Algeria) supplies the local market with around 15,000 tons annually, whilst the Egyptian plant in a suburb of Cairo produces around 30,000 tons per year. This third industrial site acts as a strategic hub: 80% of production is exported to 19 countries, particularly in Africa and the Middle East. Bel also operates a smaller production facility in South Africa as part of an industrial partnership, as well as several subsidiaries across the rest of the continent.

Bel’s success in Africa is largely down to its single-portion packs, which account for the majority of the group’s turnover on the continent. This type of packaging achieves two key objectives: affordability and food safety. “In Morocco, a portion of Vache qui rit is sold for 1 dirham (€0.09), served directly with the accompanying bread,” explains Garbi. “Furthermore, in countries where it is very hot and cold chains are unreliable, our portion size guarantees an optimal product under all conditions.”

In addition to the packaging, Bel owes its success on the African continent to recipes that are adapted to each country. Consequently, the famous “Vache qui rit” does not taste the same in France, Morocco or Egypt. “We adapt our products to consumers’ taste preferences, but also to their nutritional needs and the WHO’s recommendations,” emphasises Garbi. Some products are therefore fortified with iron, zinc or vitamins A and D.