Tuesday 25 February 2025 
✏️ BY: Dr. Hana Saada
Algiers, Algeria | July 1st, 2024 — In an exclusive interview with Dzair Tube at the Algiers International Fair, Abdelrezzak El Mabouada, Regional Sales Manager at Petro Baraka Company, provided a comprehensive overview of the company’s role in transforming the vegetable oil market in Algeria. He discussed consumer behavior trends, strategic market positioning, and the company’s future ambitions.
Consumer Trends and Market Strategy
The speaker highlighted the significant evolution in consumer preferences, noting, “In 2020, we conducted an in-depth study of the vegetable oil market in Algeria. By mid-2021, our production facility was operational, and today, we observe a positive shift among Algerian consumers who increasingly value quality over low prices.” This shift underscores a broader trend where modern consumers are becoming more discerning and demanding higher quality in locally produced goods.
Petro Baraka’s strategic response to these changing consumer behaviors involves advising investors to focus on manufacturing high-quality products. “The Algerian consumer has become more selective, prioritizing quality. This shift is reflected in the growing acceptance and preference for locally produced oils that meet high standards of excellence. We are committed to following the national strategy that aims to reduce import bills by prioritizing the provision of domestically produced goods to achieve self-sufficiency,” he added.
Achievements and Future Goals
Discussing the company’s achievements, El Mabouada stated, “Our manufacturing facility, which relies on local labor and expertise, has been operational since 2021. Algerian consumers have positively received our products, which have been certified for their quality. We are aligned with the government’s strategy to reduce import costs, focusing on producing local goods to ensure self-sufficiency. Our current production capacity allows us to produce up to 6,000 tons of vegetable oil annually.”
Looking ahead, he revealed ambitious expansion plans set for mid-2024. “We plan to launch a new production line in July 2024, which will significantly increase our capacity to 100,000 tons per year. This expansion will enable us to double our workforce and meet the growing demand for high-quality vegetable oils. Our product, ‘Petro Baraka,’ is proudly 100% locally produced with Algerian labor, although we import special raw materials and additives. This strategy aims at transferring technology to Algeria, enhancing local expertise and production capabilities.”
Petro Baraka’s unwavering commitment to producing high-quality vegetable oils has firmly positioned it as a key player in the Algerian market. By aligning its production strategies with national economic objectives, the company not only aims to meet the sophisticated demands of Algerian consumers but also contributes significantly to the country’s economic self-sufficiency.
About Dzair Tube Media Group
Dzair Tube has firmly established itself as a prominent player among Algerian digital news sites, offering a diverse and enriching content experience. The platform, available in Arabic, French, and English editions, captures the attention of a wide-ranging audience, amassing over half a million daily clicks.
A testament to its commitment to excellence, Dzair Tube received the prestigious President of the Republic’s Award for Professional Journalist in the Electronic Press category on October 22, 2022. This recognition underscores the platform’s unwavering dedication to upholding the highest standards of journalism.
With a significant online presence, Dzair Tube boasts 350,000 subscribers on YouTube, over five million followers on various Facebook pages, and 450,000 subscribers on Instagram. Its digital channel has become a hub for diverse programming, covering news, sports, entertainment, culture, and religion, catering to a broad spectrum of audience preferences.
Equipped with state-of-the-art studios and advanced technology, Dzair Tube’s digital channel has garnered substantial viewership for its varied programs. Hosting interactive discussions with influential figures across different domains, the platform actively fosters public discourse and engagement. Beyond news coverage, Dzair Tube extends its commitment to the production of marketing documentaries, short TV commercials, and high-viewership programs.
The success of the print edition of Dzair Tube’s sports newspaper, “Dzair Sport,” further highlights the platform’s impact, with over 50,000 daily downloads from the official Dzair Tube website.
Honored with the Media Leadership Award from the Minister of Communication, Mohamed Laâgab, Dzair Tube continues to shape the landscape of Algerian digital news, maintaining a position of influence and impact in the media industry.