Lux Chips Director Chronicles Company’ Journey from Inception to International Success

BY: Dr. Hana Saada

ALGIERS- The growth of the Algerian manufacturing industry has been a remarkable success story, as highlighted by Dr. Anes Mchallah, the director of Lux Chips. Mchallah recounted how their journey began in 2002 when he established his factory in Algeria, following an invitation from Mr. Kamel Bouchama, a former Algerian ambassador to Syria. Bouchama’s encouragement, rooted in the shared Algerian heritage of being a descendant of Emir Abdelkader, inspired him to invest in Algeria.

“In 2002, our factory was founded in Algeria following an invitation extended by Mr. Kamel Bouchama, who, as an Algerian ambassador to Syria, urged us to consider investment opportunities in Algeria. Given my Algerian heritage as a descendant of Emir Abdelkader, Mr. Bouchama’s encouragement, coupled with my involvement in the Syrian Commerce Trade, prompted me to embark on the venture into the Algerian manufacturing sector. This pivotal moment marked the initiation of our journey in Algeria’s manufacturing landscape, which has experienced notable expansion and progress in subsequent years,” the director said.

Their initial investment in 2002 marked a pivotal moment, propelling Lux Chips to become the second-largest factory in Algeria at the time. Equipped with Italian production lines and Japanese packaging equipment, they laid the foundation for a thriving manufacturing hub. Over the years, Lux Chips experienced remarkable growth, expanding from employing 20 workers initially to nearly 200 directly involved in operations, with an additional 2000 indirect workers through distributors and warehouses nationwide. This growth reflects the stability and security of the Algerian business environment.

He said,”Our initial investment in Algeria in 2002 marked a significant turning point for our company. Initially, the region had only a handful of factories, but we swiftly emerged as the second-largest factory in Algeria. Equipped with Italian production lines and Japanese packaging machinery, we established the groundwork for what would evolve into a flourishing manufacturing center. Over time, our company has undergone remarkable expansion. Starting with a workforce of just 20 employees, we now directly employ nearly 200 individuals in our operations, with an additional 2000 indirect workers engaged through our network of distributors and warehouses across the nation. This growth serves as a testament to the stability and reliability of the business environment in Algeria.”

Efforts for international expansion have been fruitful, with 40 sales points established, especially in the South of the country. The support from Algerian authorities, particularly officials in Tipaza, has been instrumental. Lux Chips has actively pursued opportunities for export since 2015, attracting interest from countries like France, Austria, and the United States. Partnerships have been forged, with initial deal worth $100,000, and samples sent to potential partners.

“Lux Chips has expanded its presence to encompass 40 sales outlets, particularly focusing on the southern regions of the country. This achievement was made possible through the support of Algerian authorities, particularly officials in Tipaza,” noted the Doctor who expressed a strong sense of Algerian identity.

“I encourage others to consider investing in Algeria given the stability witnessed in the country. In 2015, Lux Chips embarked on exploring opportunities for international export. Our reputation for producing high-quality products attracted interest from various countries, leading to successful participation in international trade fairs. As a result, Lux Chips established contacts with companies in France, Austria, and the United States. Additionally, we provided samples to these potential partners. Also, I am arranging a future business trip to France in the coming days… While Lux Chips previously maintained indirect relations with Tunisia and Libya, we recently finalized our first direct partnership, valued at $100,000, with plans to ship the agreed products promptly,” he further explained.

On another level, diversification has been a key strategy, with Lux Chips offering six main varieties of chips, including natural and flavored options, catering to diverse consumer preferences. Their focus on quality and natural ingredients has garnered praise both domestically and internationally. Moreover, they prioritize health and nutrition, ensuring that their products meet high standards and are suitable for consumers of all ages.

He went to say; “Diversification has been a key strategy, with Lux Chips offering six main varieties of chips, including natural and flavored options, catering to diverse consumer preferences. Our focus on quality and natural ingredients has garnered praise both domestically and internationally. Moreover, we prioritize health and nutrition, ensuring that our products meet high standards and are suitable for consumers of all ages.”

Committed to quality, Lux Chips emphasizes the use of natural ingredients without artificial preservatives or additives. This dedication ensures regular health inspections and regulatory compliance, guaranteeing the safety and deliciousness of their chips.

In conclusion, Lux Chips’ journey in the Algerian manufacturing industry has been characterized by growth, innovation, and international success. Through strategic investments, organizational expansion, and a commitment to quality, they have emerged as a leading player in the market. Moving forward, they remain dedicated to further growth and contributing to the global food industry while proudly operating from Algeria.

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