James Taylor
As European retailers increasingly seek alternative sources for quality, affordable food products, one name has begun to surface more frequently: El Mordjane. The Algerian brand, known domestically for its quality and consistency, is now looking outward—towards the lucrative and demanding European market.
But is El Mordjane ready for the big leagues of European supermarket distribution? Does the company have the certification, production, and logistical capacity to meet the needs of international retail giants like Carrefour, Lidl, or Aldi?
From Local Success to Global Vision
El Mordjane has established itself as a trusted food brand across Algeria, offering a diverse portfolio of products ranging from staple foods to processed items. Built on a foundation of quality and affordability, the company is now positioning itself for international expansion.
This pivot could not come at a more opportune time. European supermarkets, facing inflationary pressures and supply chain disruptions, are actively looking beyond traditional suppliers. There is a growing appetite for competitive new entrants—particularly those who can offer both quality and value.
Capacity and Certifications: The New Benchmark
One of the key questions European buyers will ask is whether El Mordjane can meet volume requirements consistently. According to industry sources, the company has recently expanded its production facilities, modernised equipment, and increased output capacity. These moves suggest readiness to supply at scale.
Equally important are certifications. European markets, especially in the EU, demand strict compliance with food safety and quality standards such as ISO 22000, HACCP, and in some categories, Halal, Organic, or Fair Trade certifications. El Mordjane has reportedly begun the process of aligning with these standards, recognising that without them, doors to European retail shelves will remain closed.
This shift towards compliance is a significant step—not only for El Mordjane, but for Algeria’s broader food industry, which must now adopt global best practices to remain competitive.
Logistics: The Missing Link or the Strongest Card?
A common concern with North African producers is logistics—can they get the product to Europe on time, consistently, and in market-ready condition?
Here, El Mordjane appears to have an advantage. Algeria’s improving port infrastructure, strategic proximity to southern Europe, and new cold chain investments mean that the company can move goods swiftly and efficiently. Agreements with freight partners and a growing interest in public-private cooperation in export logistics further strengthen this position.
With the right logistics chain in place, El Mordjane could become a reliable partner not only for supermarket shelves but also for private-label sourcing and foodservice operations.
A Turning Point for Algerian Industry
El Mordjane’s push into Europe signals something larger: Algeria is ready to compete. For too long, Algerian producers have looked inward or remained hesitant in the face of international bureaucracy. That time is over.
Europe needs new suppliers. Algerian companies like El Mordjane, backed by government support, growing expertise, and strategic ambition, have the potential to meet that demand.
It is no longer a question of whether Algerian products can succeed internationally—it is a matter of when they will.
With production scaling, certifications underway, and logistics improving, the time for El Mordjane—and Algeria—is now.
