Scottish ingredients manufacturer Macphie has unveiled plans to open a Customer Centre in Dubai as part of its expansion into the Middle Eastern market.
Macphie said that the £100,000 investment was designed to “more than double” sales in the region over the next three years. After trading in the Middle East for more than 30 years, Macphie has now decided to invest in its own local facility.
Ed Widdowson, chief executive officer of Macphie, said: “We know from experience that our best results come when we engage directly with our customers in their home territory. The Dubai Customer Centre will allow us to do exactly that – and demonstrate how our ingredients can make a real difference in kitchens and bakeries.
“Our ambition is to go beyond supplying product. We want to be partners in innovation, helping our customers solve their biggest culinary and operational challenges. Dubai gives us the ideal platform to do just that.”
A customer-focused environment
Set within a 175 sq m kitchen, the Dubai hub will offer a dedicated space where Macphie’s team can demonstrate product performance in a customer-focused environment.
Macphie said the space has been designed to “reflect real-world kitchen conditions” and will allow visiting chefs and bakers to experience how its products can meet their specific needs, with visits by appointment only.
Macphie’s Dubai base will support long-standing relationships with distribution partners in the region such as Modern Bakery in the UAE who have served as importers for the family business.
Dr Fawaz Al Bahri, CEO of Modern Bakery, said: “Our partnership with Macphie spans nearly three decades, built on shared values of quality, consistency and innovation.
“Their investment in a dedicated base in the Middle East is a welcome development and a clear sign of their long-term commitment to the region. We’re excited about the opportunities this creates for deeper collaboration and mutual growth.”
Investment to grow sales
The expansion will also aim to cement Macphie’s position as a global food solutions provider, with a three-year goal to dramatically grow sales in the region and provide a significant boost in profitability.
The investment into the Customer Centre will allow Macphie’s team of chefs and bakers to replicate customer menus using its ambient UHT sauces and sweet bakery solutions. These will be tailored to the challenges of the Middle Eastern environment, allowing for the region’s high humidity and ensuring ingredient consistency.
Widdowson added: “There is a clear appetite for what we offer, products that deliver consistency, quality and ease of use and a team that works hand-in-hand with chefs and bakers to create outstanding dishes.”
