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Moulin d'Or launches
franchise in Sudan
Further expansion planned for Africa
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The local bakery Moulin d’Or signed a master franchising agreement, February 20, with the Sudanese N&B food company, part of the Sudan Elnefeidi Group Holding, with diversified activities representing major international brands in Sudan.

N&B invested $15 million in the venture, which will launch a production facility and a retail store in Khartoum, during the second quarter of 2015. The total area of the production facility will measure 12,000 square meters, and the retail store, 500 square meters.

Tony Seif, Major Shareholder and CEO of Moulin d’Or, said: “We will be charging royalty fees on the daily turnover, and the franchisee will be paying for our staff that will be managing and training the employees in Sudan.”

The facility in Sudan will be producing all types of Arabic and French breads, French pastry, bread sticks, oriental dry pastry, pies, croissant, and the lighter line for health-conscious customers. The products will be distributed throughout the country. “There will be a mutual cooperation between our factories in Beirut and the franchisees, and we will be following up their work,” Seif said.

Seif said that the company is planning further expansions in phases to cover all of Sudan, South Sudan and various countries in the African continent.” He said that this venture will contribute to the introduction of Lebanese food, eating habits and culture to Sudan and the region.

Moulin d’Or has production facilities between Jeita and Ajaltoun of around 30,000 square meters. The bakery will be opening an additional production facility in Jeita, during the first quarter of 2014, with modern equipment for the automated production of hamburger buns and soft buns.
Reported by Rania Ghanem
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Date Posted: Feb 21, 2014