Cairo – Egyptian company Covertina, specializing in chocolates, intends to increase its share of exports in total annual sales to about 20 to 25% this year, expanding from 15% in 2021.
Ahmed Osama, Marketing Director of Covertina’s Board of Directors for Food Industries, said exports accounted for 15% of total annual sales, as the brand’s products already reach over 25 countries worldwide.
Osama explained the main markets for the company are Arab and African countries. Still, exports to Europe and Latin America, including Ecuador, Costa Rica, and Panama, indirectly through Costa Rica.
The executive also mentioned the company intends to expand into Latin American markets, as it is a large and promising region for the company’s products and entering new countries in Eastern Europe, such as Ukraine, Russia, and neighboring nations.
He pointed out the company has had a strong presence in Arab and African markets for many years. It intends to expand by increasing its consumer base in current markets and entering new ones.
Osama noted Egypt is providing outstanding support to help companies export their products to African markets, contributing to the growth of exports, especially to East African countries, with which it has links, through the COMESA agreement. The director explained the advantage of East African markets because they are open to each other due to some landlocked countries.
He also added the importer in East African countries does not buy for just one country but distributes the product to places like Kenya, Uganda, Tanzania, and Burundi, primarily through the port of Mombasa in Kenya, which is considered the only way out to the sea for many East African countries.
“We reached the goal of participating in Food Africa 2021, where the number of exhibitors and visitors surprised everyone,” said Osama.
Osama said the show’s latest edition surprised everyone regarding the number of visitors, exhibiting companies, and solid international pavilions from nations like Russia, Poland, and Saudi Arabia.
He pointed out the show has reached the level of some of the world’s most significant in the sector. “We always wanted to have solid shows in Egypt, and now we have Food Africa, which is almost close to the level of Gulfood Dubai,” said Osama.
The executive explained the company was anxious about the number of visitors. Still, the number of exhibiting companies, visitors, and staff was impressive due to the significant effort made by the country and the organizing entities, export councils, and partners.
Osama stated Covertina surpassed its goals for the show, as the brand received its regular customers and new ones from new markets to which it has never exported before.
The director underlined the company has always participated in international shows to maintain contact with loyal customers and attract new connections, as it has achieved through the participation in Food Africa 2021 and at a lower cost.
He stressed the first day of the exhibition was the strongest in terms of welcoming new clients, and on the second many companies were offering their services, but there were also promising clients.
Translated by Ahmed El Nagari and Elúsio Brasileiro
