Morocco: Barry Callebaut's chocolate expertise arrives in the Kingdom and on the North African market

The Swiss Group has just inaugurated a Chocolate Academy Center in Casablanca. It is the second on the African continent. It is intended to welcome chefs and artisans to stimulate innovation in a country where the inhabitants are on the lookout for new concepts.

The Barry Callebaut Group, the world’s leading manufacturer of very high quality chocolate and cocoa-based products, has just officially inaugurated its first Chocolate Academy Center in Casablanca.

It is a real creative platform where chefs and artisans give free rein to their talent and skills, while sharing their know-how and learning new trends, techniques and recipes.

This is the second Chocolate Academy Center on the African continent and they are part of a very large network made up of 26 Chocolate Academy located in several countries around the world.

Barry Callebaut thus offers inspiration, training and personalized support to artisans, pastry chefs, confectioners, bakers and caterers, and helps them better explore the world of chocolate. Consumption habits in Morocco and North Africa are becoming more and more premium.

Moroccan customers are on the lookout for new concepts, both in terms of design, colors and flavors.

Maroc : L'expertise du chocolat de Barry Callebaut arrive au Royaume et sur le marché nord-africain 2

With its team of local chefs, who receive regular visits from other renowned chefs, the Chocolate Academy Center in Casablanca is called upon to play an important role in stimulating innovation. Amine Mebrouki, Managing Director of Barry Callebaut Middle East & North Africa, underlines:

“The gourmet chocolate market is growing in Morocco and North Africa. Thanks to the Chocolate Academy Center in Casablanca, we will bring innovations related to the world of chocolate to the local market. In Morocco and beyond, this center will certainly become an essential place for artisans and chocolate professionals”.

And Rogier van Sligter, President EMEA (Europe, Middle East, Africa) of Barry Callebaut, continued:

“This is a historic moment for us. The Chocolate Academy Center in Casablanca will strengthen our collaboration with our customers in the Morocco and North Africa market and help us to strengthen our position in the gourmet and specialty products segment in the region”.

Barry Callebaut is headquartered in Zurich, Switzerland. The Group employs 125,000 people in more than 40 countries. It operates 60 production sites and generated revenue of 6.6 billion euros in 2021.