UAE-based Masterbaker Marketing has announced it is doubling its production capacity of bakery ingredients in response to increased demand from hotels, industrial bakeries, patisseries, in-store bakeries, coffee shops, catering companies, aircraft catering companies, shipchandlers and re-exporters. 

Masterbaker Marketing FZCO, an arm of the Switz Group, operates from Dubai’s successful Jebel Ali Free Zone with marketing and distribution centres in Abu Dhabi, Oman, the Maldives and Qatar.
The Switz Group, a multinational company, is an associate of Bridel of France, Seweer Rondo of Switzerland, Ulmar Spatz of Germany and Unilever in the Middle East and Far East.  Group operations are spread throughout the Middle East, the Far East and the Philippines with the total group turnover being upwards of $60 Million. The companies are acknowledged market leaders in bakery products in the Middle East, having manufacturing centres in Singapore, Malaysia and the Philippines.
Although Masterbaker’s product line-up is vast, with traditional bakery offerings ranging from creams and yeast to chocolates, bread mixes and patisserie tools, the company’s most surprising growth is in the relatively new sector of pasteurised eggs.
It recently inaugurated its egg processing plant, capable of producing more than 300 tonnes of liquefied pasteurised eggs per month. Demand for such eggs has been spurred by growing concerns over the spread of major cattle disease around the world. The new plant, with its fully automated technology, ensures complete purification by heating and cooling processes that obliterate all the pathogenic bacteria responsible for diseases such as avian flu, cattle diseases and salmonella. Ronnie Khajotia, general manager of Masterbaker Marketing FZCO, said the liquefied pasteurised eggs industry would continue to have huge market potential in the Middle East, particularly with the growing tourism and hospitality sectors in the region. The hospitality industry, he added, accounted for almost 50 per cent of the pasteurised eggs market, with bakeries, department stores and concept bakery stores making up another 40 per cent, and re-export buyers comprising the last 10 percent.
“The major five-star hotels and airlines are now committed to using only pasteurised eggs, because the issue of bacterial diseases is now more prevalent than ever,” Khajotia said. “We currently sell around 3 million eggs per month in markets such as Kuwait, the Maldives, Bahrain, Qatar, Oman and Sri Lanka, apart from our major market in the UAE.
“The market is definitely growing here in the region and around the world, and we see ourselves as a dominant player in this industry today,” 
Annual sales for the liquefied pasteurised eggs are estimated at Dh40 million ($10.8 million), with the company’s major clients including Emirates Airline, Qatar Aviation and the Doha, Abu Dhabi, Dubai and Sri Lankan airports.
The company’s executives used the recently held 10th Gulf Food, Hotel and Equipment Exhibition and Salon Culinaire at the Dubai World Trade Centre to broaden their corporate horizons.
“Gulfood gives us a chance to explore and consider new markets for expansion,” Khajotia said. “Although food and beverage industry events in markets such as Europe and the Far East are important, the Middle East market is witnessing exceptional growth and is already a very strong contender among the global food events.”
The company, which has maintained a strong presence at Gulfood for the last five years, occupied a 300-sq metre space at this year’s event. At Gulfood 2005, the biennial exhibition grew to become the region’s biggest trade hub for professionals from the foodservice and hospitality sector, and is impacting the palates of close to two billion consumers in the region.