Macphie has revealed plans to open a dedicated Customer Centre in Dubai as part of an expansion into the fast-growing Middle Eastern market.
The move is a major milestone in the global growth strategy of Macphie and is designed to more than double sales in the region over the next three years.
With a trading presence in the Middle East for more than 30 years, the opportunity was recognised to dramatically scale our offer by investing in our own local facility.
Ed Widdowson, Chief Executive Officer of Macphie, said: “We know from experience that our best results come when we engage directly with our customers in their home territory. The Dubai Customer Centre will allow us to do exactly that – and demonstrate how our ingredients can make a real difference in kitchens and bakeries.
“Our ambition is to go beyond supplying product. We want to be partners in innovation, helping our customers solve their biggest culinary and operational challenges. Dubai gives us the ideal platform to do just that.”
The new Customer Centre will mirror Macphie’s proven UK model – already delivering success in Coventry and serve as a launchpad to deliver tailored, chef and baker-led food solutions to some of the world’s most recognisable food brands.
Set within a 175 sq ft state-of-the-art kitchen, the Dubai hub will offer a dedicated space where Macphie’s team can demonstrate product performance in a customer-focused environment.
The space has been designed to reflect real-world kitchen conditions and will allow visiting chefs and bakers to experience how Macphie products can meet their specific needs. Visits will be strictly by appointment, ensuring a bespoke and collaborative experience for every client.
Macphie’s Dubai base will support long-standing relationships with distribution partners in the region such as Modern Bakery in the UAE who have served as importers for the business. However, our core aim is to own the customer journey more directly, building lasting connections with end users and increasing demand across the full product range.
Dr. Fawaz Al Bahri, CEO of Modern Bakery said: “Our partnership with Macphie spans nearly three decades, built on shared values of quality, consistency and innovation.
“Their investment in a dedicated base in the Middle East is a welcome development and a clear sign of their long-term commitment to the region. We’re excited about the opportunities this creates for deeper collaboration and mutual growth.”
The expansion will also cement Macphie’s position as a global food solutions provider, with a three-year goal to dramatically grow sales in the region and provide a significant boost in profitability.
The £100,000 investment into the Customer Centre will allow Macphie’s team of chefs and bakers to replicate customer menus using its ambient UHT sauces and sweet bakery solutions. These will be tailored to the challenges of the Middle Eastern environment, allowing for the region’s high humidity and ensuring ingredient consistency.