2026-11-08 6:57 PM
20.79°C
MO Group, a manufacturer and exporter of candy and chocolate products, is targeting entry into approximately 10 new export markets in 2027 as part of a strategy to expand its presence across Europe, Africa and North America. The plan also includes strengthening its position in existing markets, increasing export volumes to current customers and negotiating with new importers and distributors.
The group’s expansion strategy builds on insights gained from its participation in and visits to several international food exhibitions, most notably SIAL Paris 2026 in France, Kenya Food Show and Saudi Food Show. These events provided opportunities to assess market conditions, identify consumer preferences and high-demand products, and explore potential commercial partnerships.
Omar El-Abrak, Board Member of MO Group, said the company plans to enter several new export markets next year, including France, the United Kingdom, Greece and Canada, alongside approximately five West African markets. The strategy also includes further expansion in South Africa as part of broader efforts to diversify export destinations and strengthen the group’s international presence.
El-Abrak explained that the group is placing particular emphasis on European markets, drawing on findings from international exhibitions and market visits. Its approach focuses on assessing the specific requirements of each market before launching exports and identifying products that best match local consumer preferences.
He added that the group’s strategy also involves expanding business with existing customers by increasing export volumes and broadening the range of products supplied. These efforts are being supported by the introduction of new production lines and product varieties aimed at strengthening the company’s competitiveness in international markets.
Mohamed Habib, General Export Consultant at MO Group, said the company is working to reinforce its presence in East and Southern African markets, building on the results of its visit to Kenya and participation in activities associated with Kenya Food Show. These efforts were preceded by market research to identify consumer needs and potential growth opportunities.
Habib explained that the company’s activities in Kenya included exploring opportunities in neighboring markets, particularly Uganda, which has been identified as a potential export destination. The group also conducted visits to several East African countries and examined how the Common Market for Eastern and Southern Africa (COMESA) agreement could support its regional expansion.
He noted that MO Group aims to increase exports to Kenya while expanding its operations in South Africa, where it already has an established presence. The company is seeking to enter major retail chains and strengthen its distribution channels to reach a broader consumer base.
Regarding Saudi Arabia, Habib emphasized that the Kingdom is one of the group’s most important export markets in the Gulf region. He said participation in Saudi Food Show provided an opportunity to reconnect with existing customers, meet potential new clients and assess opportunities to increase the company’s market share.
He added that MO Group’s products are distributed across various regions of Saudi Arabia. The company is seeking to strengthen this presence by introducing new products developed through its production-line expansions, increasing business volumes with importers and distributors, and studying variations in consumer demand across different segments of the Saudi market.
Habib stressed that expansion in Saudi Arabia remains a key priority for MO Group, given the Kingdom’s importance within its Gulf export portfolio. Current efforts are focused on increasing sales, broadening the customer base and introducing additional product varieties tailored to local market requirements.
Esraa Salah, Export Manager at MO Group, said the company’s visit to SIAL Paris 2026 helped identify promising export opportunities in France, following field visits aimed at understanding popular product categories and consumer preferences.
She explained that the market assessment revealed notable demand for certain candy products, particularly lollipops and marshmallows, prompting the group to identify France as a priority market in its 2027 export expansion strategy.
Salah added that MO Group aims to begin exporting to France next year, using the findings of its market research to select suitable products and engage with potential importers and distributors to explore commercial partnerships.
She further explained that the group also plans to begin exporting to approximately five European countries for the first time next year as part of its efforts to expand its footprint across the European market.
Salah noted that the ambitious export expansion coincides with the group’s introduction of new chocolate and candy products, alongside increased production capacity at its new manufacturing facility.
She added that the international expansion strategy includes continuing negotiations with prospective customers in target markets while increasing the range of products supplied to existing clients. These efforts are expected to support export growth and enable the group to capitalize on its expanded production capacity and newly introduced products.
