IRAQ – Edita Food Industries, one of Egypt’s leading packaged snack manufacturers, has announced its entry into the Iraqi market through a strategic partnership with Tuama Jebur Abbas (TJA), a family-owned snack manufacturer based in Baghdad.
The agreement includes the acquisition of a 49% stake in TJA for US$8 million, alongside plans for significant investment to establish localized production.
The partnership paves the way for the formation of Edita Iraq, a venture managed through a UAE-based holding company that grants Edita operational control.
The deal also includes acquiring TJA’s factory, which currently operates three production lines—two for cakes and one for biscuits.
Edita plans to inject US$27 million over the next three years to expand the factory’s capacity and facilitate the launch of its renowned snack brands, including Molto and Tiger Tail, in Iraq.
This shift from an export-focused model to localized production aims to strengthen Edita’s foothold in a rapidly growing market.
Broader regional footprint
With this development, Edita now operates in three countries: Egypt, its primary hub; Morocco, where it established a factory in 2022 as a joint venture with Moroccan distributor Dislog Group; and Iraq.
In addition to Iraq, Edita recently announced a partnership with Misr Food Additives (MIFAD) to boost production of its flagship biscuit brand Oniro in Egypt.
Driving innovation and collaboration
Through its partnership with TJA, Edita aims to transfer its technical expertise and leverage its established trademark portfolio to introduce a diverse range of products to the Iraqi market.
Speaking on the development, Edita Group Chairman and CEO Eng. Hani Berzi highlighted the opportunity to tap into Iraq’s untapped snack food sector.
“Iraq’s growing economy presents a unique environment for establishing a national leader in the snack food industry. Partnering with TJA allows us to merge local insights with our innovation to create a sustainable, high-quality offering for Iraqi consumers,” Berzi said.
Chief Investment Officer Menna Shams El Din emphasized the partnership’s long-term potential.
“This investment accelerates our entry into Iraq and lays the groundwork for sustainable growth in the region.”
Government support and market optimism
The partnership has received endorsement from the Iraqi government, with Hussein Al Mansour, Commercial Attaché at the Iraqi Embassy, calling the collaboration “a pivotal step in advancing Iraq’s food sector.”
He further affirmed the government’s commitment to fostering investments that align with national economic goals.
Qusay Tuama Jebur, Managing Director of TJA, also expressed enthusiasm about the partnership’s potential to enhance product quality and drive local market growth.
