“MO Group” for Food Industries is seeking to reduce its export dependence on a limited number of markets by expanding into new destinations across Africa, Europe, and the Caribbean, while maintaining its operations in Arab countries, which account for a significant share of its overseas sales.

The new strategy combines entering markets for the first time with increasing business volumes in countries where the group’s products are already available. It also includes developing product varieties and packaging formats to suit demand patterns in each destination.

Hamdy El-Abrak, Chairman of “MO Group,” said the company had begun implementing export expansion plans this year by entering South Africa, as well as Romania, Bulgaria, Hungary, Cuba, and Haiti, as part of a broader drive to diversify its importer base and reach markets outside its traditional export destinations.

He explained that the selection of new markets is not based solely on the expected level of demand, but also involves assessing distribution channels, identifying products that suit local consumers, and examining importers’ requirements regarding specifications, packaging, and pricing.

El-Abrak said South Africa’s importance extends beyond the size of its domestic market, as the country could serve as a gateway for expansion into other African markets amid growing opportunities for Egyptian food products across the continent.

In addition to South Africa, the company has identified Somalia, Côte d’Ivoire, Senegal, and Madagascar as target markets under its African expansion strategy.

The group’s expansion efforts in Africa rely on participation in specialized exhibitions and trade missions, along with direct meetings with importers, to better understand market requirements and build sustainable commercial relationships.

Expanding Presence in European Markets

In Europe, “MO Group” is working to boost its exports to Romania, Bulgaria, and Hungary, viewing these countries as markets that could offer new growth opportunities for Egyptian chocolate and confectionery products.

The company is also seeking to expand its business in Germany, Sweden, Denmark, and Belgium, with plans to introduce new product varieties in the German market and broaden its customer base there.

El-Abrak noted that European markets differ in terms of consumer preferences, packaging sizes, and quality and packaging requirements, making it necessary to approach each market according to its specific needs.

He stressed that opportunities to increase Egyptian exports to Europe depend on companies’ ability to comply with required standards, continuously improve quality, and provide diversified products capable of competing in terms of price, taste, and packaging.

The Caribbean Adds a Non-Traditional Destination

The group’s strategy also includes expanding its activities in Cuba and Haiti, giving the company a presence in a region far removed from its traditional export markets in Arab countries and Africa.

The two markets provide an opportunity to test demand for Egyptian products in the Caribbean and establish new distribution channels that could support further expansion in the coming stages.

El-Abrak said the move toward a wider range of destinations is intended to reduce the risks associated with dependence on a single market, particularly amid possible commercial or political fluctuations that could affect import activity in some countries.

Arab Markets Retain Their Importance

Despite its expansion into new regions, Arab markets remain a key pillar of “MO Group’s” exports, particularly countries with strong demand for Egyptian products, led by Sudan, Libya, and Saudi Arabia, in addition to Lebanon, Syria, Jordan, Tunisia, and Morocco.

The company’s strategy for the coming period is based on two parallel tracks. The first focuses on increasing sales volumes in existing markets, while the second aims to enter new countries and diversify the customer base.

El-Abrak explained that export expansion cannot be achieved simply by sending a single shipment to a new market. Instead, it requires continuous follow-up, product development in response to customer feedback, and the ability to ensure regular and reliable supplies.