Symrise AG strengthens its presence in the Arab world

Dubai is one of the most important economic centers in the Arab world. Holzminden-based Symrise AG has expanded its presence there and now has its own local affiliate, whose facilities house sales offices as well as applications laboratories. Symrise is investing in closer contact with its clients in the Middle East. The world’s fourth-largest manufacturer of flavorings and fragrances has recently established a presence in Dubai, opening a branch office with 15 employees, whose primary duties will be to conduct local and regional sales as well as to coordinate the attendant marketing work. The new facilities also include two applications laboratories, where flavorings and formulations will be adapted to local taste preferences.


Mr. Torsten Wiltosch, the head manager for the site, explains the significance of the location, saying, “Over the past few years, we’ve established a large number of new contacts and clients in the Arab world. And we see a lot of potential for future business in this region, which is why we’re investing in close personal contact.” Our new affiliate is easy to reach in the Dubai Airport Free Zone, which is also where numerous international firms in addition to Symrise are represented, making the site an important economic hub for the region.


In describing the importance of close customer relations, Tamer Abwini, Regional Sales Manager F&N Symrise, says, “Having a local presence will allow us to react more quickly to client inquiries. Plus, our employees who work in Dubai know the typical tastes of the region, which means they can offer the right products for local markets.”


The city of Dubai has garnered the world’s attention in recent years with its spectacular engineering projects, such as Palm Islands, the Burj Dubai skyscraper and countless luxury hotels. This Middle Eastern metropolis is more than just an important center of tourism, however – it has also become a major meeting place for the food industry. This status is evidenced by the trade shows based here, such as Gulfood and Ingredients Middle East. Dubai has also become a strategically important site for Symrise thanks to its outstanding airline connections to the West, to the rest of the Arab world and to Asia. Opening a new affiliate in Dubai is a natural consequence of the Symrise strategy to expand its world wide network: the company now has a presence in over 35 countries.