Lesaffre inagurated its first Baking Center in Jordan at the end of November, with the Jordanian Minister of Investment Kholoud Al-Saqqaf, French Ambassador Alexis Le Cour Grandmaison, Saleh Al-Share General Manager of Lesaffre Jordan and Gaëtan Jegoux Director of the International Baking Center network.
This marks the 50th Baking Center that Lesaffre has opened on the 50th anniversary of the first Baking Center in 1974. The Baking Center is a concept created to meet the needs of bakery customers. Today, more than 300 technicians work with customers to develop baking processes and products.
Training courses provided within the Baking Center network have adapted to meet changing needs of customers. In addition to training courses on bread-making, the company has also developed training courses on the management of water and energy consumption in the bread-making process and other training courses that explore new baking processes.
“When the first Baking Center was created 50years ago, our customers immediately embraced the principle of a center of expertise that trains them in the art of bread-making… The principle of the Baking Center is firmly in line with the Lesaffre spirit: to be as close as possible to our customers and to provide them with innovative, concrete, rapidly applicable and sustainable solutions,” explained Thomas Lesaffre, Baking Marketing Director at Lesaffre.
The company has been active in the Middle East region for over 30 years commercially and has five production plants in the region in Turkey, Jordan and Egypt.
Jordanians eat on average 90kg of bread per yer per capita; Lesaffre Jordan, which will be managing the new Baking Center, currently employs more than 70 people in its yeast and brad ingredients production plant in addition to commercial management positions.
“We are proud to inaugurate the Baking Center in Jordan, which will enable us to provide additional support to our customers in the country and in the region. Drawing on Lesaffre’s expertise and a strong catalogue of training courses, our Baking Center allows our customers to test, and experience our products, while perfecting the art of bread making,” said Saleh Al-Share, General Manager of Lesaffre Jordan.
The Baking Center in Jordan aims to ensure greater proximity to customers in that region and support customers with different profiles from artisanal bakers to industrial bakers. They provide solutions for the use of yeast, sourdough mixes, premixes and blends in local recipes.
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