Discover the interview of Mohamed Elamine HAISSAOUI from Fruital Coca-Cola
Published on Dec 8,2025 at 5:16 PM | Updated on Apr 10,2026 at 8:55 AM

During the second day of the show, it confirms once again its status as a strategic event for buyers and professionals in the agri-food industry. In the aisles of the Exhibition Centre, discussions are rife, technical demonstrations are in full swing, and innovations are catching the eye of decision-makers. Among them, Mohamed Elamine Haissaoui, National COGS Purchasing Manager at Fruital Coca-Cola, shared with us the objectives that brought him to the trade show this year, as well as his take on developments in the local market.

What are you expecting from the 2025 edition of Djazagro?

For this new edition, I am particularly looking for new opportunities to collaborate with industry experts, as well as concrete innovations in packaging and sustainable sourcing. For me, the trade show is much more than just a place to prospect for new business; it is a strategic hub that encourages reflection on how to optimise our supply processes in a context where quality and sustainability have become key issues. It is also an ideal platform for observing underlying market trends and comparing them with our own roadmap.

What types of products are you particularly looking for at the trade show?

This year, my priorities are innovative packaging solutions, with a particular focus on eco-friendly materials and formats optimised for our supply chains. I am also interested in equipment and technologies that can modernise our production and packaging lines, with the constant aim of increasing efficiency and flexibility. Finally, I consider Djazagro to be a fertile ground for identifying new partners who are reliable, competitive and aligned with our standards.

What does Djazagro bring to your day-to-day business?

It's an unmissable trade show. It allows me to stay up to date with developments in the sector, challenge our internal practices and, above all, identify the most relevant solutions to meet the needs of an increasingly demanding market. Each edition gives me the opportunity to expand our network of suppliers and discover useful innovations that can be directly applied to our value chain.

What do you see as the major trends in the Algerian agri-food market?

Three major trends are clearly emerging:

  • A rise in ‘Made in Algeria’ products, encouraged to reduce dependence on imports;
  • A desire to open up to international markets, with clear ambitions in African and European markets;
  • And finally, a change in consumer behaviour, marked by an increase in food spending and a diversification of habits, both in terms of products and formats.

 

Agri-food: Algeria focuses on ‘Made in Algeria’

In recent years, Algeria has stepped up its public policies to promote ‘Made in Algeria’ in the agri-food sector. Awareness campaigns such as ‘Consommons algérien’ (Let's consume Algerian) have encouraged citizens to favour local products, while the government has strengthened its regulatory and fiscal framework to support domestic production.

Key measures include suspending imports of many non-essential products, giving local companies advantages in public tenders, and banning imports of goods that can be manufactured in Algeria. The government is also supporting manufacturers with concrete incentives: public funding covering up to 90% of investments, tax exemptions and customs facilities.

These efforts aim to strengthen the country's food self-sufficiency, reduce the import bill and position Algeria as an exporter, particularly to Africa and Europe.