GulFood Fair in Dubai: Interviews with Luxembourg Exhibitors

At the GulFood fair in Dubai, which a Luxembourg delegation is currently attending, Chronicle.lu talked with Luxembourg exhibitors to find out about the reasons behind their involvement and what they hoped to get out of their participation.

This article follows on from the recent article entitled "Luxembourg Delegation Visits GulFood Fair in Dubai".

Jeremy Butterlin, Head of Retail at of Moulins de Kleinbettingen (exhibitor), explained that, since 1704, the company has processed cereal products in Luxembourg and is one of the most modern mills in Europe, meeting the strictest agri-food standards. Well-known by local consumers around Luxembourg, it distributes its conventional and organic products throughout Europe. "In 2010, we created Farin'Up, the first range of flours, dessert mixes and seeds of superior quality in a unique patented packaging; this innovation in a traditional market was quickly adopted by consumers." The company also launched a range of pasta which has also been very well received by consumers. At GulFood, the company has launched its new natural range of gourmet desserts and healthy snacks for the first time in a 100% recyclable packaging. He confided that "in order to continue to meet the major food challengers of the coming decades, we will inaugurate in 2022 a new production unit based on plant proteins." The family company is largely focused on its environmental and societal responsibilities.

For additional background information, he confirmed that the 11th-generation family company has an annual turnover of €55 million, with 250 partner farmers cultivating 3,000 hectares dedicated to the production of sustainable wheat. On their plant protein plans, he explained that cereals will be the main ingredients of meat-substitute foods, with the main objective to be as flexible as possible in what will be a completely separate production unit. This new business unit will complement its existing business units: Industry (delivery of different wheats for bakeries, etc., pasta production, etc.) and Retail (Farin'Up (ready-made mixes) and Le Moulin (pasta and flour) brands).

Cristina Castillo, co-founder of The Spice Collection (exhibitor), explained that the brand is one "of quality, sustainable and beautiful spices that elevate our everyday cooking by making it easier, tastier and healthier. We create our own blends, which make them unique and original in the market: "Vegan Life", "Buddha Bowl", "Italian Love", among others". She continued by explaining "Our mission is to raise awareness about the important role of natural and quality products in our body and mind care. We are committed to share with you our passion for nourishing, easy and delicious eating through beautiful quality spices. We are inspiring a shift within the spice industry and beyond! It's our first time at Gulfood and we are a small brand with big hopes for this fair and the amazing opportunity. Our goal is not only to find connections to expand our brand in the area but also in other countries such as the US and the UK".

Cristina revealed that the company started in Luxembourg in 2019; she confirmed that the company sources spices from around the world (India, Sri Lanka and paprika from Spain) and both blends and repackages them into The Spice Collection branded items at their production facility near Mersch. She stated that the company sells in the BeNeLux, Switzerland, France, the US, Spain and Dubai, to B2B, e.g. concept stores and gourmet stores, as well as collaborations with hotels; in Luxembourg, they are available at Cocottes; their B2C sales are done online to customers throughout the EU.

Manou Emringer, CEO of Panelux (exhibitior), said that the family-owned production company is based in Luxembourg. "We produce daily a vast assortment of fresh bakery products for our home market as well as a separate range of frozen bread and pastry products for the international market, with a focus on the food service sector. Export specialities include pre-baked rustical breads and rolls as well as pastry and snack products. New products are constantly being developed and we currently export to 30 countries on four continents. Our aim for Gulfood is to develop our existing contacts as well as prospect new markets in general and the Middle East and Asia in particular." He confirmed that many buyers from Asia and the Middle East are attending the GulFood fair, and that he has also met existing clients from previous fairs who are interesting in their new product ranges. He also stated that their Middle Eastern agent has various meetings with their clients, including introducing them to Panelux at the Luxembourg stand.

Talking further with Chronicle.lu, he added that Panelux has 450 staff at its production site in Mensdorf (since 1990, following initial industrial production for the Fischer brand from 1913) with seven production lines, with an artisanal approach to its fresh produce production and an industrial approach to its frozen produce production. For regional production, Panelux uses Luxembourg products for the Luxembourg market, and regional produce for international market production. He explained that its main ingredients are both wheat and butter.

Luxlait, based in Roost/Bissen, has been producing a wide range of "high quality and ethically irreproachable" dairy products. Milk, of Luxembourg origin, is collected by Luxlait tankers from human-scale farms and then transported to the dairy where it is processed into products such as milk, cream, butter, ice cream, fermented milk, cheese, dairy drinks and niche products from around the world. Luxlait produces almost all the products consumers can expect from a dairy.

Gilles Gerard, CEO of Luxlait (exhibitor), stated that the company is an agricultural association, a co-operative, owned by farmers. The company not only sells to Luxembourg, to supermarkets and to the Horeca sector (hotels, restaurants, bars,...), but also, four years ago, Luxlait invested in the production of concentrated milk for B2b (e.g. biscuit production). Its product lines now comprise milk and dairy drinks, yoghurts, creams, fermented milks, butters, fresh cheese, desserts, ice cream and biscuits. They consume 180 million litres of milk annually, with 40% for the Luxembourg market, 30% for export and 30% for industrial production. For finished products, he explained that 50% are for Luxembourg market and 50% for export - to France, Holland, Belgium, Germany and Italy, and they are currently developing the market in Spain.

He explained that Luxlait's presence at the GulFood fair is to explore markets to Muslim countries, including in the Middle East; this is based on selling fermented milk products in Germany and France to communities originating from Turkey and northern Africa respectively. Two new products from LuxLait on display at GulFood are EggNog and Ayran (Halal), both with 5-6 months shelf-life.