In a significant move for Egypt’s fast-moving consumer goods (FMCG) industry, Danone Egypt has set forth an ambitious blueprint for its sustainable future. The company aims to double its investment and achieve 90% local sourcing by 2026. Let’s delve into the details of this exciting development.
Danone Egypt has been a key player in Egypt’s FMCG sector, capitalizing on factors such as skilled labor, cost-effectiveness, strategic location, and quality standards. As part of its commitment to the Egyptian economy, Danone Egypt has already invested over 1.9 billion Egyptian pounds. Looking ahead, the company plans to double its investments, boosting production capacity and expanding its export capabilities from Egypt.
Local Sourcing and Sustainability
Danone Egypt’s commitment to local sourcing is commendable. Currently, the company meets 70% of its needs from the local market, but it aims to reach an impressive 90% by 2026. This commitment extends beyond raw materials and packaging; it encompasses supplier development and emphasizes Egypt’s role in the global food and beverage industry. Danone Egypt envisions Egypt not only as an export hub for finished products but also for raw materials, packaging, and services.
Innovation and Adaptation
Innovation is at the heart of Danone Egypt’s market leadership. The company adapts to consumer needs by:
- Product Diversification: Launching new product sizes to combat inflation.
- Local Branding: Introducing a local brand tailored for rural areas.
- Targeted Nutrition: Focusing on protein and indulgence for urban areas.
- Health Focus: Fortifying children’s products with essential nutrients to combat iron deficiency anemia.
Empowering Local Entrepreneurs
Danone Egypt’s OMDA project, established over a decade ago, plays a crucial role in delivering healthy food products throughout Egypt. This micro-distributors network empowers local entrepreneurs, enabling them to distribute Danone’s products while improving the income of small retailers. Currently, more than 40,000 retailers are covered by the OMDA model in rural areas.
Danone Egypt’s commitment to sustainable growth, local sourcing, and economic impact underscores its positive influence on the Egyptian economy. As the company doubles down on investments, it continues to create jobs, support local communities, and contribute to Egypt’s economic prosperity.
