Bel Group strengthens Qatar presence with Baladna deal

The Bel Group has signed a manufacturing agreement with Baladna, one of Qatar’s largest dairy producers, over the production of The Laughing Cow cheese jars.

The partnership has scope to reduce supply chain disruptions for Bel, as milk used for cheese production will be supplied by Baladna’s local farms. The arrangement will also contribute to lowering Bel’s environmental footprint from the region, we were told, through reductions in the use of transport.

Garo Matossian, CEO at Bel for Near & Middle East, said: “The Bel Group is deeply committed to making our products accessible to new consumers and building sustainable partnerships with local producers around the world.

“This strategic partnership with Baladna in Qatar is an exciting step forward in our presence in the Middle Eastern Gulf, in line with our mission to deliver healthier and responsible food for all. We are proud to partner with Baladna – they are Qatar’s homegrown company. By combining their expertise with our delicious cream cheese, and our knowledge of cheese products, this partnership will enable us to offer consumers, delicious, nutritious, and accessible cheese products, and become a leader in the region’s fast-growing dairy market.”

Malcolm Jordan, CEO of Baladna, added: “We are pleased to sign this partnership with Bel Group, who are world leaders in cheese products. This collaboration will allow us to expand the dairy offerings in Qatar and provide customers with even more high-quality products. As a leading dairy brand in Qatar, Baladna is committed to supporting food sustainability efforts in the country.

"We are excited to benefit from Bel Group’s unparalleled know-how as we look to expand our range of dairy products and make international brands more accessible in the Qatari market. We believe this partnership will have a positive impact on the dairy industry in Qatar and improve consumer choices.”