Rich Bake Sets Strategy to access Four European Markets
Rich Bake, a leading bakery manufacturer in Egypt, is participating in the 10th Edition of Food Africa exhibition, that started on the 9th of December until 12th of December at the Egypt International Exhibition Center. The event hosts 1,200 local and international companies from 45 countries and features 500 international buyers.
Gilbert Hobeika, CEO of Rich Bake, stated that the company’s participation reflects its commitment in staying close to its customers, understanding their needs, and gathering feedback on its new products. He noted that the company has already launched a range of new items, including high-protein toast bread and low-carb toast bread, in addition to 4 – 5 new products across different categories in 2026.
He added that Rich Bake’s team is engaging directly with visitors and clients at the exhibition to assess market trends and build marketing and production decisions on solid foundations.
Hobeika revealed a major export expansion plan, as Rich Bake prepares to introduce its products to four new countries: The Netherlands, Germany, The United Kingdom, and France through accredited distributors.
He indicated that entry into these markets is expected to roll out gradually by the end of this year and early 2026, complementing the company’s international expansion after the success of its products in The United States, Canada, and Middle East markets.
Hobeika explained that the company is currently finalizing printing and preparations for the first shipment of its newly developed cake product tailored specifically for the U.S. market. The product’s packaging has been designed to comply with U.S. market requirements and consumer preferences.
He added that Rich Bake’s export portfolio includes four croissant varieties, four cake varieties, Baladi bread (currently the most demanded product abroad), and Burger bun bread used by global chains such as McDonald’s and Burger King, which is also exported to Iraq and Tunisia.
He noted that Baladi bread will drive Rich Bake’s upcoming expansion in European markets, while the cake category is expected to see notable growth following its introduction to the U.S. market.
Regarding the new production line being developed in partnership with global company AMF, Habika confirmed that Rich Bake is introducing the latest operating systems and production technologies worldwide. The new line is distinguished by its ability to produce both toast and Bun bread on the same line, a capability not available in traditional production lines.
He emphasized that this move aims to enhance quality, reduce waste, and the new production line to work with capacity of 70-80% from the first day of operation, thanks to advanced technologies that align with the company’s expansion plans in Egypt and abroad.
Regarding the technical workforce, the CEO emphasized that the biggest challenge facing Egypt’s industrial sector is the shortage of trained workers. For this reason, the company has signed three cooperation agreements with technical education institutions, including El Sewedy Technical School, the New Republic Foundation, Sadat City & 6th of October Investors’ Association.
He explained that students undergo a dual-training system combining three days of theoretical education per week and three days of practical training inside Rich Bake factories.
These partnerships, Hobeika stressed, aim to develop a new generation of technicians capable of operating modern technologies relied upon by the company’s new production lines.
He praised the improvement in Egypt’s economic indicators, noting that the economic growth rate exceeded 5.3% during the first quarter of the current fiscal year; reflecting the success of government policies and boosting confidence in industrial expansion and increased investment.
