Beyti aims to double exports by entering North African, American markets

Selim Hassan
4 Min Read
The year of 2016 will witness a new marketing plan in the Egyptian market to increase the sales of juice and dairy products, managing director of the international company for industrial and agricultural products Beyti Mohamed Badran said.

The International Company for Agro Industrial Projects (Beyti) aims to double its milk and juices exports during the current year by expanding in its existing markets and entering new ones.

The company’s exports manager, Khaled El-Sadek, said that Beyti aims to export 10m cartons of juices and milk this year, which is equivalent to 4,000 tonnes (twice as much as last year’s exports and three times its exports in 2016).

Juices account for 75% of the company’s exports, while dairy products account for the remaining portion.

The milk used by the company is used in manufacturing 13 different products under three brands. The company launched a yoghurt production line for the first time in 2007, which was followed by expansions outputting 16 different products under two brands: Beyti and Almarai.

El-Sadek said that Egyptian food exports are undergoing a major development phase in the current period, and the company has increasing demands annually from international markets.

He pointed out that political stability in many Arab countries will increase the chances of improving exports, because they accounted for most Egyptian exports before 2011.

El-Sadek added that the floatation of the pound boosted exports recently, allowing the company to double last year’s exports from 2.5m to 5m cartons of juices and milk.

He said that African markets and North American countries represent a good opportunity to promote Egyptian exports of food industries, but require knowing their needs and tastes, next to the specifications and standards needed to allow the entry of goods into those markets.

El-Sadek said that the markets of African countries and some Arab countries receive around 50% of the company’s annual exports, especially Libya and Mauritania.

He explained that the demand for the company’s products in the Libyan market is going back to its status before the current political crisis that began in 2011, which promises strong opportunities for exports in the coming period.

Moreover, he noted that markets such as Kenya, Uganda, and Mauritania are increasing their demand, as are Gabon and Mali.

The company is studying its entry into Nigeria and Chad in the coming period, to further expand in African markets.

He explained that the company also plans to enter the markets of North America and some European countries, but ruled out the significant benefit of the agreement signed with the Mercosur countries in South America, as Brazil for example, exports sugar and grain to the Egyptian market in large quantities.

He pointed out that increased support and timely payment of dues would have a significant competitive advantage for Egyptian exports in the coming years.

The European Bank for Reconstruction and Development lent Beyti $44m or its equivalent in Egyptian pounds.

The loan aims to refinance the current short-term loans used in capital expenditure with a loan that is commensurate with the company’s investment programme over a longer period, while enhancing investment in capital expenditures to expand the company’s juice and dairy production capacity.

Beyti was founded in 1998 through acquiring a dairy farm in Egypt belonging to the Saudi group Dallah Albaraka Holding Co.

The company currently offers a variety of food products for the local and export markets, including 100% natural milk, yoghurt and beverages in a variety of flavours, along with cream and sour cream.

At the end of 2009, the company acquired the Beyti brand from the International Dairy and Juice Limited, which was established as a joint venture between PepsiCo, Inc and Almarai, the leading dairy producer in the region.

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