Flavour for the Emirates

Symrise is investing in closer contact with its clients in the Middle East. The world’ s fourth-largest manufacturer of flavourings 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 application laboratories, where flavourings and formulations will be adapted to local taste preferences.

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 worldwide network: the company now has a presence in over 35 countries.