MOROCCO – Barry Callebaut Group, the world’s leading manufacturer of high-quality chocolate and cocoa products, has officially inaugurated its Chocolate Academy Center in Casablanca, Morocco.
The new facility is expected to serve as a creative platform where chefs and artisans can showcase and develop their talent and skills, and learn about new trends, techniques and recipes.
It is the company’s second Chocolate Academy Center on the African continent joining the South African hub opened in 2018.
It is also part of the wider global network comprising of 26 centers offering inspiration, training and personalized support for artisans, pastry chefs, confectioners, bakers and caterers, and helps them to explore the infinite world of chocolate indulgence.
“With the Chocolate Academy Center Casablanca, we support local businesses in finding the right chocolate solutions to help them win in the market.
“In Morocco and beyond, this will be the place to be for artisans and professionals in chocolate,” said Amine Mebrouki, General Manager Middle East & North Africa.
The Gourmet chocolate market is growing fast in the North African region as consumers are shifting towards premiumization and new concepts in terms of design, color and flavors.
With its team of dedicated local chefs and visits of other renowned chefs, the Chocolate Academy Center Casablanca will play an important role in driving innovation.
“This is an important moment for our presence in the North African region. The Chocolate Academy Center Casablanca will strengthen the collaboration with our customers in the North African market and help us to further expand our position in Gourmet & Specialties in the region,” said Rogier van Sligter, President EMEA (Europe, Middle East, Africa) of Barry Callebaut.
Barry Callebaut has heightened its focus on the region of late as it recently unveiled plans of expanding its operations in South Africa with the establishment of a local, direct distribution network in the country.
To this end, the Belgian-Swiss cocoa processor and chocolate maker will take over the role of master distributor in South Africa and increase the number of distribution points.
This will be an addition to the existing partnership with Garden Morris Packaging and Food, who will continue being one of its distributors of its Gourmet business of packed products for artisans and chefs.
The new network will focus on supplying customers in South Africa and the neighbouring countries with a wide range of products from the Group’s global Gourmet brands like Callebaut, Mona Lisa, Cacao Barry, and Carma.