Breaking News on Food & Beverage Development - Europe

Bringing flour improvers to Africa and the Middle East

19-Aug-2010

Related topics: Cereals and bakery preparations, Financial & Industry

German flour improvers specialist Muhlenchemie has many years' experience in the fast-growing bakery markets of Africa and the Middle East - but each country and bread-eating culture requires a slightly different approach.

Managing director Lennart Kutschinski explains that no one size fits all when it comes to marketing products for bread in Africa and the Middle East - there are as many diferent ways of doing business as their are baked products, with some requiring close cooperaton on the ground and others served directly from head office.

Moreover, differnet kinds of flour improvers prove more sucessful in different markets: For instance, in Middle Eastern breads little yeast is used, but there is great potential for fortification of breads with vitamins and minerals.

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