tna expands in the Middle East and North Africa
‘It’s essential to become a part of the local culture if you want to achieve global success’
The company which sells food packaging and processing equipment to the snacks industry has hired former SIG Combibloc and Sidel employee, Mohamed Hamed as regional sales manager based in Dubai.
Middle East food manufacturing growing faster than any other
Hamed who graduated with a bachelor’s degree from Ain Shams University, in Cairo, Egypt in 2002, is known for winning the title of Middle East’s best engineer and won a trip to Antarctica, making him the first Egyptian to visit the continent.
Michael Green, MD, tna, told BakeryandSnacks, in the last few years, it has seen the Middle East food manufacturing market grow faster than any other, and it was vital for the firm to improve and enhance its capabilities there.
“The Middle East and North Africa, in particular, have been a key driver of our growth over recent years and we’ve been expanding our teams there as a consequence,” he said.
“It’s essential to learn about and eventually become a part of the local culture if you want to achieve global success. In the Middle East, for example, business culture, etiquette, meeting protocol, and market trends, can vary from one area to the next. Having a dedicated local team is vital for tna to establish trusting and lasting partnerships with local suppliers and customers.”
According to Green, current trend sint he region include greater demand for turnkey solutions.
Food supply chains are becoming increasingly globalised
“While in the past many snack manufacturers may have incorporated a variety of different suppliers’ equipment into their production line, more and more are seeking total solutions,” he added.
“With a complete line that is tailored to each plant’s needs, key productivity objectives can be met, efficiency can be improved and throughput increased from start to finish.
“And with food supply chains becoming increasingly globalised, there is growing pressure on food manufacturers within the region to conform to more stringent international regulations.
“There is a greater need for traceability and advanced control over production processes across the entire region.”
He said the economies in the region have experienced significant growth over the last few years, which in turn has raised consumers’ disposable income. This, in conjunction with population growth and lifestyle changes, has led to increased demand for packaged goods.
The snacks industry in particular, has benefited from this development as more people are looking for on-the-go food, such as extruded snacks or dried fruits and nuts.
The company is looking to further expand its Middle East operation and grow its newly established Asian office in Thailand to extend its local support network.