In May 2015, the Nestlé NEAR team had the honor of welcoming Mr. Luis Cantarell, Executive Vice President Nestlé S.A. and Head of Zone EMENA, Mr. Roger Stettler, Senior Vice President Nestlé S.A., and Mr. Moataz El Hout, Vice President of Zone EMENA (Regional Manager), to the Egyptian market. Starting the first month of 2015, Nestlé NEAR became part of a new zone; zone EMENA (Europe, Middle East and Africa), thus the visit was the introductory gate to the new grouping.
During the market visit, the NEAR team had the opportunity to brief and showcase the Egyptian market through a tour of a selection of outlets throughout Cairo. The zone executive team received information about the prospective plans and possible initiatives for NEAR brands. The zone team also had the chance to attend a live ‘mouled’ event, held in Cairo, and to see the enthusiasm towards the on-going event. The Nestlé Mouled is an initiative launched to bring Nestlé brands closer to the hearts and hands of emerging consumers across Egypt through a memorable, engaging and rewarding brand experience.
Concluding the visit, Mr. Luis Cantarell commented about the unity of Europe and Middle East markets under the same zone; “It is an opportunity because it gives the possibility to think things differently, between the MENA market and the European market, there are plenty of possibilities to learn and possible synergy in the possible sense, in terms of finding new products, new concepts. The thing is that we need to make sure that we are able to develop in a context that looks in a different way".