Lesaffre has inaugurated its 48th Baking Center™ in Dubai as part of its network expansion strategy to support customers in the UAE and the wider GCC region.
This is part of the company’s development of its expertise and offers ‘much-needed’ exposure to new, disruptive innovative baking solutions.
The new facility has been specifically designed to address emerging challenges that are unique to the Gulf and Middle East market.
The Baking Center™ is located at Dubai’s Silicon Oasis and has been adapted to re-create the real conditions of its customers productions.
Lesaffre has been active in Middle East and Central Asia region for over 30 years and has five production plants in the region (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.
The Dubai Baking Center™, which covers over 400sqm, aims to ensure a greater proximity with Lesaffre customers in the region and support diversified customer profiles, from craft to industrial bakers.
Lesaffre Gulf’s experts and technicians have knowledge and experience with the specificities of the region. They 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.
The diversity of the Lesaffre international team of experts will enable them to seamlessly interact with their global customers.
Marine Durot, General Manager of Lesaffre Gulf FZE, said: “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.”
The Lesaffre Baking Center™ integrates state-of-the-art equipment to better respond to customers’ expectations in terms of product innovation and quality.
A Baking Center™ is a pioneer concept created in 1974 by Lesaffre to meet and answer baking customer needs. Today, the international network operates as a referent in baking fermentation.
For almost 50 years, it has expanded its expertise and know-how to its customers: market knowledge, innovation, formulation, sensorial analysis, scientific support, technical assistance and trainings. Every day, more than 300 technical bakers work as co-innovators with customers to develop the baking processes and products of tomorrow.
Jose Juan Berruga, President of Middle East & Central Asia Lesaffre Baking region, added: “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.”