A sweet start to our chocolate happiness story in Casablanca, Morocco
A sweet start to our chocolate happiness story in Casablanca, Morocco
Signing of partnership between Barry Callebaut and Attelli SARL in October 2022
Casablanca, the largest city on the northwest coast of Morocco, is known for its modernity and economic significance. It is also home to one of the most bustling ports in North Africa, strategically positioned as a gateway to both Europe and Africa continents.
One year ago, in October 2022, an important piece of our chocolate story in this country started to unfold. As part of a long-term agreement with Attelli SARL, a distributor and confectionery manufacturer based in Casablanca, Barry Callebaut took over their manufacturing assets and established our first manufacturing footprint on the African continent. Fast forward one year, production is now in full swing and we officially delivered our first chocolate batches last month (October 2023).
Top view of Barry Callebaut’s chocolate and compound factory in Casablanca, Morocco
A hub of manufacturing excellence, quality and innovation in chocolate and compound production
Our chocolate and compound factory in Casablanca is situated right at the center of a popular industrial zone, only 15 kilometers away from the Casablanca port and city center. It covers a land area of 20,000 square meters. It is less than a half-hour drive from our existing CHOCOLATE ACADEMY™ Center in Casablanca, a training facility where we co-create with our chefs and artisans and support them in further developing their talent and skills in chocolate making.
The factory has several production lines equipped with state-of-the-art technology and is capable of producing a diverse form of chocolate and compound, from dark to milk and white liquid chocolates, and various solid forms such as easy melts and block lines. We are proud to have also introduced distinct product lines that produce Van Houten Professional (VHP), our local signature range, which is well-received in the market for its taste and quality.
Our key to success: A thriving factory powered by talent and passion
One of the most distinctive aspects of the chocolate and compound factory is our team behind it. We proudly employ a significant number of local talents and today, we have highly skilled individuals, including engineers and food scientists, who play essential roles within our plant's operations.
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Maximilian Auer (left), Plant Manager with our production team members at the Casablanca chocolate and compound factory following the first batch of production this year. -
Our production team members during the test runs of the production lines at the Casablanca chocolate and compound factory. -
Our passionate team members at the Casablanca chocolate and compound factory.
We started with zero operators and we created a workforce from scratch. Today, our team not only operates several production lines but also possesses superb problem-solving skills with a business and can-do mentality and spirit that's second to none. The enthusiasm within our team is infectious. It's a sense of belonging that makes this factory feel like home
Amine Mebrouki, Managing Director for Middle East and North Africa, proudly holding one of our first blocks of VHP white compound signature produced from our factory in Casablanca.
Morocco's sweet indulgence: A thriving chocolate market driven by consumer cravings
Morocco, like many countries in North Africa, has witnessed significant growth in its middle-income population and a growing appetite for high-quality chocolate confectionery products. According to Amine Mebrouki, Barry Callebaut’s Managing Director for Middle East and North Africa, the average chocolate and compound consumption in Morocco today is estimated at 1 kg per capita per year, which is higher than the average consumption in China and India. The chocolate confectionery market in the country is estimated at 35,000 MT in 2023.
Morocco has a growing chocolate and confectionery market due to its increasing consumer demand for sweets and chocolates. Within this landscape, the compound chocolate market emerges as a pivotal segment. With its versatility, longer shelf life, and cost-effectiveness, chocolate compound is well positioned for a remarkable growth in this region.
Together with our CHOCOLATE ACADEMY™ Center in Casablanca, our production team in the Casablanca factory is working closely to offer co-creating and co-developing opportunities and manufacturing solutions to our customers. So cheers to a sweet start to our chocolate happiness story in Casablanca, Morocco!
