bake - Special Report - November 2023 - 28

market. Our strategic growth
priorities in combination with
our BC Next Level investment
program set the course for
sustainable profitable growth
and higher cash generation.
We will deliver to our customers
better value, service, quality and
Chief digital
officer
Amr Arafa has been appointed
chief digital officer of the Barry
Callebaut Group, effective
Jan. 15, 2024, the company
announced.
Arafa will be responsible for
driving the company's commitment
to creating an agile,
tech-enabled organization
supporting Barry Callebaut's
growth strategy going forward.
In this newly created position, he
reports directly to chief executive
officer Peter Feld and joins
the Extended Leadership Team
of Barry Callebaut.
Arafa has acquired profound
expertise in digital transformation
in his previous positions.
He joins Barry Callebaut from
IKEA, where he served as chief
data officer for over four years.
Throughout his career, he has
led various large strategic digital
transformation program.
" We have the right person on
board to help us advance this
digital transformation, " said Feld.
sustainability and make Barry
Callebaut a much more resilient and
profitable business, creating longterm
value for all our stakeholders. "
BC Next Level will fully unlock
the Group's leading position in the
chocolate ingredients market in
pursuit of four strategic long-term
growth priorities:
Deepen outsourcing partnerships:
Barry Callebaut is uniquely
positioned as the global partner
of choice to the most important
customers in the fast-moving
consumer goods (FMCG) sector
who want more sustainable and
innovative chocolate solutions. Barry
Callebaut will deepen these partnerships,
leveraging its innovation
capabilities to create better chocolate
solutions for customers. In the
coming years, Barry Callebaut aims
to win two thirds of outsourcing
partnership volumes expected to
come to the market.
Launch Gourmet 2.0: Barry
Callebaut will move closer to
markets and customers to better
serve foodservice and artisanal
customers and chains by broadening
the focus across premium
and mainstream market segments,
simplifying its brand portfolio and
modernizing its routes to market.
Barry Callebaut's ambition is to
increase its value market share in
28
Our purpose
is to create
the world's
best chocolate
solutions for
our customers
- now and in
the future. "
Peter Feld, chief executive officer
of Barry Callebaut Group
the Gourmet market globally and
deliver growth at double the underlying
market growth rate.
Scale up Specialties: Barry
Callebaut's ambition is to double
the size of its core Specialties
business by increasing the penetration
of its highly differentiated
specialty offerings in high growth
areas such as gluten-free, vegan,
single origin, and other specialty
chocolates. To achieve this, Barry
Callebaut will continue to evolve
its product offering to focus on the
most scalable market segments
and launch a dedicated customer-focused
innovation capability.
The company will also enhance its
route to market by leveraging its
deepened outsourcing partnerships.
The growth of Specialties
will support the continued premiumization
of Barry Callebaut's
Food Manufacturing and Gourmet
businesses.
This commitment to best-in-class
sustainability will further drive the
Bake Magazine Digital Special Report 4 | Volume 4 | bakemag.com
JOHN UNREIN
http://www.bakemag.com
bake - Special Report - November 2023

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