Lesaffre: inaugurates new «Baking Center» in Jordan

Paris / FR. (lg) Continuing the strategic development of its international network, French Lesaffre Group inaugurated at the end of November 2022, the first «Baking Center» in Jordan, located in Zarqa – Russaifa. The inauguration ceremony was held in the presence of the Jordanian Minister of Investment, Kholoud Al-Saqqaf, the French Ambassador, Alexis Le Cour Grandmaison, Saleh Al-Share, General Manager of Lesaffre Jordan and Gaëtan Jegoux, Director of the International «Baking Center» network.

This is the 50th «Baking Center» that Lesaffre has opened since 1974. The «Baking Center» is a concept created to meet the needs of bakery customers. Today, the international network operates as a reference in baking fermentation.

Since its creation, it has put its expertise and know-how at the service of its customers: market knowledge, innovation, formulation, sensory analysis, scientific support, technical assistance, and training. Every day, more than 300 technicians work as co-innovators with their customers to develop baking processes and products of tomorrow.

This past year, the training courses that are provided within the «Baking Center» network have diversified and adapted to the changing constraints of customers. Thus, in addition to training courses on the art of bread-making, Lesaffre has also developed training courses on the management of water and energy consumption in the bread-making process, and other training courses that explore new baking processes, the reduction or elimination of waste and the optimization of the baker’s time and resources.

«When the first «Baking Center» was created fifty years ago, our customers immediately embraced the principle of a center of expertise that trains them in the art of bread-making. It is with our bakers that customers, in a spirit of co-construction, develop their know-how and cultivate excellence», says Baking Marketing Director Thomas Lesaffre.

A new investment for the Jordanian baking business

Lesaffre has been present in the Middle East region for over 30 years commercially and through its 5 production plants in the region (Turkey, Jordan, and Egypt). This new «Baking Center» will be managed by Lesaffre Jordan, a subsidiary of Lesaffre, in cooperation with the group’s historical partner in the country: Yeast Industries Co (Astrico). Jordanians consume an average of 90kg of bread per year per capita. Lesaffre Jordan currently employs more than 70 people in its yeast and bread ingredients production plant, as well as in commercial management positions.