Do the directors intend ABC to become the biggest bakery in the Middle East?
MS: Everybody on the management team is very ambitious. The family has really invested a lot in this plant and has also been very aggressive in its strategy to penetrate this industry. We aim to be the leader in this industry. There is a leading European bakery called Fripan. Back in 1986, the company had no share in the Spanish market. Today, it has more than 60% of the frozen bakery product in Spain. When you invest heavily in an industry and go in at an early stage, if you execute it well, have a good quality product at a fair value, you should be successful. RNME: Do you see other large, industrial bakeries as much of a threat? MS: Most other bakeries concentrate on fresh bread rather than frozen, but fresh bakeries are no longer fresh – their products are often 24 hours old. They mix the product the day before and they package it the day before distribution. RNME: Are there plans to expand the business beyond the UAE? MS: We have already started exporting across the border to Saud
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