Bringing flour improvers to Africa and the Middle East
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.
