Kraft buys African coffee

Kraft Foods International announced on March 2 that it has acquired Societe des Cafes Ennasr,a leading producer and marketer of roast and ground coffee in Morocco. Terms of the transaction were not disclosed. Societe des Cafes Ennasr is a privately held company that manufactures Moroccan coffee brands including Samar and Gaouar. In 2000, the coffee company had nearly a 25 per cent share of Morocco's estimated $100 million packaged coffee market. The company's production facility and distribution centre are based in Casablanca. Frank Rosa, Kraft Foods​ International Area Vice President commented, "With these brands, we are well-positioned to develop this market and gain a strong foothold in the growing beverage business in North Africa. This acquisition continues Kraft Foods International's strategy of geographic expansion in our core categories."​ Societe des Cafes Ennasr will be integrated into Kraft Foods International, part of Kraft Foods, the food business of Philip Morris Companies Inc.​Kraft Foods currently owns brand names such as Jacobs, Maxwell House, Carte Noire, Jacques Vabre and Gevalia.