✏️ BY: Dr. Hana Saada
Algiers, Algeria | September 29th, 2024 — In a recent development, the popular Algerian hazelnut spread, El Mordjene, has been banned from import into the European Union, a decision announced by the French Ministry of Agriculture on September 17. The ministry stated that an investigation was initiated to determine how the product had previously gained access to the market.
Amine Ouzlifi, the commercial director and spokesperson for Cebon, the company behind El Mordjene, addressed the ban in an interview with El Watan on September 26. He clarified that Cebon had not received any formal notification from European authorities regarding the ban. Instead, exporters had been informed about restrictions in France, which subsequently impacted access to the broader European market. “We provided all the required documents to comply with regulations, but that’s when the ban was imposed,” Ouzlifi explained.
Despite the setback in Europe, Ouzlifi emphasized a rising demand for El Mordjene in various countries across Asia, Africa, the Arab world, and Russia. He noted, “The decision by France and the EU has actually benefited our company. We are focused on enhancing our product quality to meet market demands.”
He also addressed concerns surrounding the use of imported milk powder from France in their spread. “They seem to have overlooked that the milk powder in our spread is sourced from France, not Algeria,” he stated. This incident has heightened their awareness regarding the legal aspects of exporting. Ouzlifi remarked, “We must find the best means to overcome obstacles,” acknowledging the support from various Algerian ministries, customs, and transit operators in navigating the export process.
When asked about potential competition with Nutella, Ouzlifi expressed respect for the Italian brand, stating, “We do not claim that our product is superior to Nutella or any other brand. Our priority is to manufacture a product that meets consumer needs.” He highlighted the success of Cebon’s products, made from fresh white and black hazelnuts, which have gained remarkable popularity in a short period.
While facing export challenges to France and the EU, Cebon has maintained its production levels and continues to adapt to market demands. Ouzlifi acknowledged the lack of investment in advertising for their products, attributing their popularity to grassroots support. He expressed gratitude for the solidarity shown by Algerians at all levels, stating, “The support from citizens, government authorities, and even social media influencers has exemplified the spirit of Algerians in defending ‘made in Algeria’ products.”
In conclusion, Ouzlifi reiterated Cebon’s commitment to creating delightful products for consumers, affirming their slogan: “With El Mordjene products, you will always remain happy.”
Translated from:
Interdiction d’El Mordjene : le directeur commercial de Cebon s’exprime
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