Edita Food Industries S.A.E. (EFID.CA on the Egyptian Exchange & EFID.L on the London Stock Exchange) has entered the Iraqi market through a strategic partnership with Tuama Jebur Abbas (TJA), a Baghdad-based snack manufacturer. The agreement includes the acquisition of a 49% stake in TJA for $8 million, alongside the establishment of Edita Iraq through a UAE-based holding company.
The move marks Edita’s first local production facility outside Egypt, supporting its regional expansion strategy. TJA, founded in 2018, operates a factory with three production lines for cakes and biscuits, which will form the foundation for Edita’s operations in Iraq. The partnership will also implement a technical know-how and manufacturing assistance agreement to enhance production capacity and efficiency.
“This is a pivotal moment in Edita’s regional expansion strategy,” said Eng. Hani Berzi, Group Chairman and CEO of Edita. “Iraq’s growing economy and untapped snack food market present a unique opportunity. We are excited to partner with TJA to bring our innovation to Iraqi consumers.”
Edita plans to invest $27 million over the next three years, with goals to expand operations and more than double production capacity. The company will leverage its established brand equity, including its popular Molto and Tiger Tail brands, transitioning from an export-focused model to local production in Iraq. In 2023, exports of these brands generated $10.2 million.
Qusay Tuama Jebur, Managing Director of TJA, welcomed the collaboration, stating, “Combining TJA’s expertise with Edita’s capabilities will enhance production standards and open new doors in local and regional markets.”
The partnership has been lauded by Iraqi officials. Hussein Al Mansour, Iraq Embassy Commercial Attaché, commented, “This collaboration represents a major step forward for Iraq’s food industry, leveraging Egyptian expertise to achieve long-term success.”
Edita, founded in 1996 and headquartered in Egypt, is a leading producer of packaged snacks, with a product portfolio that includes cakes, bakery items, and wafers.