Lesaffre inaugurated its 48th Baking
Center™ in Dubai on November 9, 2021, building its presence in the UAE and
the wider GCC region. The new facility has been specifically designed to
address emerging challenges that are unique to the Gulf and Middle East market.
The new Baking Center™, which covers over 400sqm, aims to bring Lesaffre closet
to its customers in the region and support diversified customer profiles, from
craft to industrial bakers. Lesaffre Gulf’s experts and technicians provide solutions
for using yeast, sourdough, mixes, premixes and blends in local recipes such as
sandwich bread or buns, but also crusty breads or flat breads. “To meet our
customers’ specific expectations, our technicians are able to communicate in
most of the languages spoken in the Gulf and Middle East. At our Baking Center™
in Dubai, we are able to support all our customers’ technical needs in baking
and guide them in developing their business. We can work on tailor made
solutions but also on clean label solutions or healthy breads projects”, said
Marine Durot, general manager of Lesaffre Gulf FZE.
A Baking Center™ is a concept created in
1974 by Lesaffre. Today, this international network provides expert knowledge for anything from market knowledge, innovation,
formulation, sensory analysis, scientific support, to technical assistance
and training. Every day, more than 300 technical bakers work with customers to
improve baking processes and products.
“We are proud to inaugurate Dubai Baking
Center™ which will enable us to go further in our support to our customers in
the region. Bread is consumed differently according to countries. Local experts
can respond to local requirements and share their knowledge. Thanks to the
support of the Regional Baking Center™ of Istanbul and the network of Lesaffre
Baking Centers™ in the world, Dubai Baking Center™ can answer any baking
challenge from its clients. It’s a collaborative process!” said Jose Juan
Berruga, president of Middle East & Central Asia Lesaffre Baking region.
Lesaffre has been active in Middle East and
Central Asia region for over 30 years and today counts 5 production plants in
the region, in Turkey, Jordan and Egypt. In 2017, the company expanded its
business with the creation of a new sales office based in Dubai, UAE, and its
subsidiary Lesaffre Gulf FZE.
Antoine Baule, CEO of Lesaffre, also made a
statement with the occasion: “Yeasts are living organisms whose new properties
and benefits are being discovered everyday thanks to our R&D centers and
our Baking Centers™. For our bread-making activity, they allow a constant innovation
in response to changing customer needs and consumer tastes. It is this capacity
for innovation that allows Lesaffre to be a privileged partner of its customers
in the bakery world.”