Despite power and water shortages, Tetra Pak says Egypt is a promising market
Mohamed Taher, a sales director at Tetra Pak Egypt - Photo courtesy of Tetra Pak

CAIRO: While Egypt struggles to overcome a power and water shortage that has negatively impacted the beverage industry, Tetra Pak, a global food processing and packaging solutions company, adopted programs to reduce annual electricity and water consumption, according to Mohamed Taher, a sales director at Tetra Pak Egypt.

In a Thursday interview with The Cairo Post, Taher shed light on the challenges, opportunities and growth potential in Egypt.

When asked about the potential in the Egyptian market, Taher said, “It is a promising market with a population of 90 million citizens belonging to different social and economic segments; each has its own expectations and specific needs.”

Taher further noted that these conditions force the food industries sector to rapidly evolve to meet the growing needs of the market in an innovative and attractive way. “In light of the development that has been accomplished, we are optimistic that this sector will witness a breakthrough in the coming period,” he said.

He added that this need for innovation drives competition and encourages the introduction of new products at competitive prices.

“In an attempt to overcome the power and water shortage, Tetra Pak reduced the annual electricity consumption in the biggest two of our factories for juice and milk production in Egypt, saving more than 2 million kilowatts through electricity saving programs,” Taher boasted.

Tetra Pak also succeeded in saving nearly 170 million liters of wastewater per year in its largest juice factory, he added.

“There are many obstacles facing the dairy industry in Egypt, notably the challenge to ensure that market is able to secure the supply of milk to meet the demand,” said Taher.

“We trust the economy of this country and will continue doing business in it. As a company that has operated within Egypt for over 30 years, we have been expanding our local knowledge and our experience as well as investing in our employees through training and skill-development programs,” he said.

Tetra Pak participated in the Arab Beverage Conference and Exhibition (ABCE) held in Cairo from Sept. 2-3. The event was organized by the Arab Beverage Association, a subsidiary group of the Arab League that aims to promote trade and business among different Arab countries.

“Choosing Egypt to host this conference reflects the growth potential this market has,” Taher said.

“It was a good opportunity for customers to get acquainted with the latest trends and innovations in the beverages industry, such as ingredients, equipment, packaging technologies, beverage safety, the latest legislative developments and future challenges and opportunities in the beverage industry,” he added.

Anders Lindgren, managing director of Tetra Pak Egypt, earlier told The Cairo Post Tetra Pak’s business has doubled in the Egyptian market over the past three years, despite the political turmoil in the country.

Tetra Pak considers Saudi Arabia its top market in the Middle East, with 5 billion packages sold annually, while Egypt ranks first in the African market with 3 billion packages in 2013, Lindgren said.

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