Egyptian Swiss Group for Pasta, Milling, and Concentrates is taking part in Anuga 2025 in Cologne, Germany, led by Hany Lawendy, Chairman of the Board, and Engineer Ahmed ElSebaie, General Manager of the Group.
The participation, taking place from October 4 to 8, aligns with the company’s strategy to strengthen its presence in European and global markets and promote Egyptian food industries through one of the world’s largest and most influential international food exhibitions
Strong Egyptian Presence and Governmental Support
According to Hany Lawendy, this year’s edition of Anuga is witnessing exceptional attendance from both participating and visiting companies, particularly from Latin America and Europe. He emphasized that the Egyptian pavilion enjoys high-level governmental representation from several entities, including the Egyptian Exhibitions Authority, the Egyptian Commercial Service, and the National Food Safety Authority, as well as the Food Export Council, which plays a central role in coordinating Egypt’s participation.
Lawendy explained that this official presence reflects the Egyptian government’s strong support for the food industry sector and its commitment to empowering local companies to expand internationally. He added that such participations open new export horizons and boost global confidence in Egyptian-made products.
Export Expansion and Strong Growth in Europe
For his part, Engineer Ahmed ElSebaie, General Manager of the Group, stated that participation in Anuga represents a strategic opportunity to broaden international trade relations, noting that the group has achieved steady annual growth in exports to European markets.
He added that recent years have seen the opening of new markets in France, Germany, Poland, and the Netherlands, reflecting the strength of the Egyptian Swiss brand and its ability to meet stringent European quality standards.
ElSebaie highlighted that the government’s support and the presence of the Food Safety Authority at the exhibition help guide Egyptian companies toward compliance with global standards, facilitating entry into target markets and reinforcing Egypt’s national export development strategy.
Innovative Promotion for the Egyptian Pavilion
ElSebaie pointed out that this year’s Egyptian participation stands out for its unprecedented promotional campaigns across the city of Cologne, where hundreds of taxis roam the streets adorned with advertisements for Egyptian products, as part of a comprehensive marketing initiative designed to attract international visitors to the Egyptian pavilion.
He emphasized that this strong visual presence projects a positive image of Egypt as one of the leading players in the global food industry, while also enhancing the competitiveness of Egyptian products in European markets.
He added, “Anuga is one of the most prominent and influential global platforms for marketing and exchanging food products, bringing together thousands of companies from all over the world. It serves as a major meeting point for manufacturers, distributors, and importers in the food and beverage sector.”
Exports Exceed One Billion Dollars
El-Sebaie revealed that Egypt’s exports to Europe reached approximately one billion dollars during the current year, an increase of $69 million compared to last year — a growth rate of 8%, representing about 21% of Egypt’s total exports.
He explained that Germany ranks as the world’s third-largest economy and a massive food market with over 83 million consumers, making it a strategic target for Egyptian companies seeking to expand across Europe.
He stressed that the presence of Egyptian products on the shelves of European retailers is clear evidence of the strength, quality, and competitiveness of Egyptian goods, as well as their compliance with the EU’s strict standards. He added that entering the European Union’s market represents a global trust certificate that later translates into broader export opportunities across multiple international markets.
High-Level Official Delegation Supporting Participation
The Egyptian pavilion was visited by a high-ranking official delegation, which included:
Dr. Tarek El-Houby, Chairman of the National Food Safety Authority,
Ambassador Isam El-Naggar, Head of the Egyptian General Authority for Exhibitions and Conferences,
Ambassador Maha Zakaria, Head of the Egyptian Commercial Office in Berlin,
Mr. Mahmoud Bazan, Chairman of the Food Export Council,
along with board members of the council: Karim Baraka, Mostafa Mohny, and Ibrahim Stein.
During their visit, the delegation emphasized the importance of strengthening cooperation between government institutions and the private sector to facilitate the access of Egyptian exports to European markets and to support the national strategy for increasing non-oil exports.
Egyptian Swiss Group: Three Decades of Industrial Excellence
Founded in 1995, Egyptian Swiss Group is one of Egypt’s leading industrial entities in the fields of pasta manufacturing, milling, and concentrates. Over the past three decades, the group has solidified its position as a cornerstone of the national industry, with investments exceeding EGP 3 billion and annual sales reaching EGP 3.5 billion, exporting to more than 50 countries worldwide.
The group began its operations in flour trading, before taking decisive steps into the milling sector by establishing its first mill in Assiut in 2003, followed by a second in Borg El-Arab in 2007. In 2010, the group expanded significantly by launching its major industrial complex in 10th of Ramadan City.
In 2013, it inaugurated its first pasta factory, followed by a concentrates (tomato paste) factory, and in 2018, it integrated its milling operations to enhance operational efficiency and production synergy.
Today, the group boasts a fully integrated industrial ecosystem, including:
A pasta factory with a production capacity of 8,000 tons per month,
Two flour mills with a combined capacity of 30,000 tons per month,
A concentrates factory producing 3,000 tons per month,
Grain silos with a 50,000-ton storage capacity to ensure production continuity.
The group employs over 700 workers, forming a core pillar in driving Egypt’s industrial progress and supporting employment opportunities.
Expanding Egyptian Exports Globally
Egyptian Swiss Group exports over 80% of its production to markets across Africa, Asia, Europe, Latin America, and the United States, relying on internationally recognized quality certifications and production standards that reinforce its global competitiveness.
The company maintains a 100% local content rate in its concentrates production and 81.45% in pasta, underscoring its commitment to supporting Egypt’s local industry and boosting foreign currency inflows to the national economy.
Through its continuous investments and global expansion strategy, Egyptian Swiss Group reaffirms its position as a key ambassador of Egyptian food products on the international stage, contributing to the vision of a sustainable and export-oriented Egyptian economy.
