Algeria Hosts First Edition of ‘Factory-Price Sale’ ‘Zawali w F’hel’ Expo: Major Success for Local Products

BY: Dr. Hana Saada

Algiers, Algeria | October 26th, 2024 — Algiers hosted the first edition of the ‘Zawali w F’hel’ expo, a groundbreaking factory-price sale exhibition that united thousands of Algerians to celebrate locally produced goods. Held in Chéraga, Algiers, the event provided direct access to Algerian products at discounted rates, aiming to alleviate economic pressure for consumers while promoting national manufacturing. The expo gathered a wide range of national enterprises, including leading brands like CEBON, known for its flagship brand ‘El Mordjene,’ alongside Naouara and Madlina, among others.

The expo was organized as a response to growing economic concerns, with organizers keen to bridge the gap between producers and consumers. The event’s concept of ‘Zawali w F’hel’—roughly translating to “Less Privileged, Brave and Dignified”—reflects a commitment to helping citizens, particularly those with limited incomes. The representative emphasized that the exhibition successfully attracted a large audience and hinted that similar events would take place across Algeria in the near future.

CEBON’s El Mordjene Brand Steals the Show

CEBON’s ‘El Mordjene’ products, a household name in Algeria’s food and confectionery sector, were among the highlights of the expo. Founded in 1997 as a family-owned business, CEBON specializes in quality ingredients for both home and commercial baking. The company, initially known for staples like honey, powdered sugar, and ghee, has since expanded its range to include vanillin sugar and unique cream spreads that have gained attention in Europe, America, and beyond. The El Mordjene brand drew an exceptional crowd at the expo, with consumers eager to purchase affordable products directly from the manufacturer. According to a CEBON representative, the company’s prices remain consistent at the factory level, ensuring reliable affordability for Algerian consumers. El Mordjene products are also represented in the Algerian products fair in Doha, Qatar, strengthening their reach within the global market.

Madlina and Naouara Focus on Consumer Accessibility

Meanwhile, Naouara leveraged the expo to engage directly with Algerian consumers. Known for its diverse product range, the company aims to establish a direct connection between consumers and its offerings, gathering feedback on its latest products.

Syrian Ambassador Impressed by Expo’s Impact

The Syrian Ambassador to Algeria, attending the expo, praised the event’s meticulous organization and highlighted the quality of Algerian goods on display, which he noted were priced lower than market averages. He commended the expo for showcasing Algeria’s manufacturing prowess and urged that similar exhibitions be held outside Algeria to reflect the Algerian people’s spirit of production and success. Expressing solidarity with Algerians, he also took the opportunity to congratulate Algeria on the 70th anniversary of its Independence Revolution, calling it one of history’s most monumental liberation movements.

Conclusion: A Successful Start to Local Empowerment

The inaugural ‘Zawali w F’hel’ expo drew significant crowds and served as a robust platform for Algerian brands to interact with consumers, offering quality products at factory prices. With plans to expand this initiative nationwide, organizers and participants alike hope the expo will continue empowering Algerian citizens by promoting the affordability, accessibility, and quality of locally produced goods.

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