As the economy in Africa continues to grow at an impressive rate, Sidel recognises the significant potential represented by East Africa. To reinforce our presence, Sidel will open a new office in Nairobi, Kenya to support our customers’ growth with the highest standard of local engineering capability, tailored made solutions and local customer service.
Here is the interview with Sidel’s Service Director Africa, Julien Pengam, and Sales Director Africa, Bassam Oussaifi, sharing the story behind the expansion plan.
What is the relationship between Sidel and the African market?
Bassam: Sidel has been serving the African market for many years together with our partner SBA and as a result we have built a good relationship with key customers in the market. Africa has always been an important market, one which the company will continue to significantly invest in, as the dynamic Food, Home and Personal Care (FHPC) and beverage markets continue to grow at an impressive rate. Moreover, the economic performance from countries such as Tanzania, Uganda, Kenya and Ethiopia show some of the highest levels of GDP and disposable income growth on the continent.
Would you please unveil some details of the expansion plan?
Julien: Together with our long-standing partner in Africa, SBA, we recognise the great potential of the region. We are pleased to announce that the new Sidel office will open in Nairobi, Kenya in 2022. The Sidel East Africa team will be established including all positions deemed critical for success, including sales, services, engineering, project management and finance. Sidel is also committed to investing in the local labour market, leveraging the local talent pool and developing skills in both technical engineering and management across all core operational functions.
Being closer to our customer base in East Africa will enable us to better understand the evolving market and consumer trends to provide ever more tailor-made solutions to local businesses and support our customers’ growth as the region continues to develop.
Moreover, SBA will increase its commercial and service-based resource and focus in Ethiopia, Central and West Africa, using existing SBA offices in Côte d’Ivoire, Nigeria, Angola, Congo, DRC and Ethiopia.
What does a local presence in East Africa mean to Sidel?
Julien: Reinforcing Sidel’s local presence will provide our customers with fast, direct access to high level engineering competence and efficient on the ground support services through local resources that understand the local market nuances, improving ease of business for our valued customers across East Africa. Sidel will continue to work closely with SBA in East Africa, with SBA exclusively managing Sidel’s spare parts distribution through their extensive network in Kenya as well as throughout most of East Africa.
How does Sidel leverage the global experience to benefit local customers?
Julien: Creating value for customers is always the key mission for Sidel. “Local for local” is our approach to accomplish the goal. By leveraging our global experience in delivering advanced solutions and services, from packaging and blowing to filling, labelling and packing, through to palletizing, combined with local expertise, we will continue to bring innovation to the industry and deliver brand differentiation and competitive advantage for our customers.
To conclude, what message do you have for Sidel’s customers in East Africa?
Bassam: We believe that with the proximity to our customers, we can better support local FMCG, food and beverage producers to meet the growing market demand in the region. Furthermore, we are eager to contribute to the economic development of the region to grow sustainably and responsibly. By expanding our footprint, we re-affirm our commitment as a trusted partner for growth for our customers across the region.