Paris / FR. (lg) French Lesaffre Group 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 in the development of their expertise and offer the much-needed exposure to new, disruptive innovative baking solutions. The new facility, officially opened in the presence of Thibaut de Ladoucette, Chairman, Lesaffre Board of Directors and Flavie Paquay, Regional Head, AgriFood Business Dept – Middle East, Business France Dubai, 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.
A new investment at the service of innovation in baking activity
Lesaffre has been active in Middle East and Central Asia region for over 30 years and today counts 5 production plants in the region (Türkiye, 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. Dubai «Baking Center», which covers over 400 square metres, 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 strong knowledge and experience with the specificities of the region. They provide concrete 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. «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», adds Marine Durot, General Manager of Lesaffre Gulf FZE.
A technological innovation center at the service of baking activity
Lesaffre «Baking Center» in Dubai, UAE, integrates state-of-the-art equipment to always 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. «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!» adds Jose Juan Berruga, President of Middle East + Central Asia Lesaffre Baking region.