Since Aller Aqua was established focus has been on the customers and what
the company could do to help them achieve maximum output from their fish
farms. Implementing costumer focus as one of the company values has
enabled Aller Aqua to achieve continued growth, first in Europe, then Asia and
now Africa. World Aquaculture 2017 is sponsored by Aller Aqua, and puts a
spotlight on Africa. Meet the Aller Aqua team at stand 1+2 to take part in their
success story in Africa and learn how you can grow together. African focus
During recent years Aller Aqua has increased its focus on the African continent
significantly by establishing local production and several additional sales
companies. However, the company has been delivering high quality extruded
fish feed to Africa for more than a decade. African aquaculture is constantly
growing and thus the need for product optimization is increased throughout the
value chain. Addressing the main challenges in the individual markets is
fundamental in the company’s strategy and business structure in Africa. The
main challenges are reliable availability, economic feed conversion rate, high
and consistent quality, training and local presence. In January 2016, in light of
the increased activity in the African countries, Aller Aqua appointed Niels
Lundgaard Commercial Director of Africa. Niels focuses on expanding the
business in the Sub-Saharan countries, and has during recent years helped
Aller Aqua Group start sales companies in both Nigeria, Ghana, Kenya to
mention a few. The group’s structure with subsidiaries in Nigeria, Kenya and
Ghana forms a strong base for customer service in the region. A distributor is in
place in Rwanda, and Aller Aqua agents are in place in Benin, Cameroon,
Senegal and Tanzania. Besides this, there is direct export from Aller Aqua’s
German factory, Emsland-Aller Aqua, to Uganda and Madagascar. In the north
of Africa, the company’s Egyptian factory, Aller Aqua Egypt, has just expanded
to include its third production line. Further Tunisia, Morocco and Algeria is
supplied via both the group’s Danish and German factories. To complete the
setup Aller Aqua is currently building a factory in Zambia. The factory build will
make Aller Aqua market leader of modern and environmentally friendly
extruded fish feed for aquaculture in Africa. In Zambia Aller Aqua Group has
partnered with Yalelo Limited as a key client. Yalelo has grown quickly to
become one of the world’s leading tilapia aquaculture companies. Alongside the
construction of Aller Aqua’s Zambian fish feed factory, Yalelo has commenced
an expansion project to increase production to 20.000-30.000 tons of Tilapia
within the next few years, securing Aller Aqua Groups commercial security in
the country from offset. The fish feed factory gives Aller Aqua a great basis for
expansion in Zambia, a country which aims to be self-sufficient with farmed fish
– but also the ability to export to neighboring countries.