Algeria's Chocolate Controversy: Marjan's Success Amidst European Ban
In recent months, Marjan Chocolate has gained immense popularity in Algeria and several European countries, particularly France, where it has sparked significant controversy. Despite its success and high demand, French authorities have taken steps to prevent the product from entering the market, citing violations of European standards. The French government recently blocked the unloading of containers at the port of Marseille carrying Algerian chocolate, claiming the products did not meet safety regulations as outlined in European Union Regulation No. 2020/2292.
The Algerian company Marjan, which specializes in spreadable chocolate cream, has been preparing to expand its operations in response to the growing demand for its products in Europe. According to company spokesperson Amin Ozlifi, Marjan is in talks with distributors to meet this demand, marking a significant shift in its export strategy. However, the continued presence of Marjan in the French market has raised questions about the motivations behind the ban, with some alleging that economic interests of competing companies may be influencing the decision.
Economic Interests Behind the Ban
Fadi Tamim, the national coordinator of the Algerian Organization for Consumer Protection and Guidance, has voiced concerns regarding the reasons provided by French authorities for the ban. He argues that the claims of safety violations are unfounded, particularly since the milk used in Marjan's products is imported from Europe and adheres to European standards. This raises suspicions that the ban may be more about protecting local interests than consumer safety.
As Algeria seeks to expand its food exports—which reached nearly $400 million last year—Marjan's situation highlights the challenges faced by Algerian products in international markets. With a robust food industry that includes over 47,200 companies and a focus on self-sufficiency, Algeria is positioning itself to compete more aggressively in both European and African markets. The nation's strategy includes fostering partnerships with countries like Qatar, Saudi Arabia, and Russia, while also targeting the broader African market for its food commodities.
