Mohamed Mokhtar El Rashidi

El Rashidi El Mizan was established in Cairo as a small family business. Today, this company proudly stands as the leading Confectionary producer in the Middle East and North Africa and is among the strongest brands in Egypt with very high consumer loyalty and awareness exceeding 90% according to marker research. In Egypt, the Halawa and Tahina market is very fragmented with more than 150 producers operating in the field, each with a limited geographical reach. Today, El Rashidi El Mizan holds 60% share with the branded Halawa market and 78% of the Tahina market making us the absolute market leader in the field. Jam and tomato paste integrate well with Rashidi El Mizan present procurement, production and distribution set-up said Ahmed El Rashidi, REM Managing Director. Horizontal expansion by growing our product list is a logical, cost effective way to drive revenue growth