Our DEEPER IN THE PYRAMID strategy is helping to bring safe, healthy and nutritious products within the reach of millions of low-income households.
With rising levels of development and urbanisation in many countries, we are seeing a shift in demographics, with a wider middle-income band that has higher spending power – indeed, today’s DEEPER IN THE PYRAMID (DiP) consumers are tomorrow’s loyal purchasers. At the same time, we need to scale our partnerships to ensure that the poorest people are not left behind and unable to access good quality, safe, healthy food that gives the best start to their children.
This drives us to find creative, innovative responses to the unique challenges faced by this demographic. We work closely with our customers and our Food for Development team around:
Product development: at the DiP product development centre, we help customers to develop affordable, nutritious recipes, identify suppliers and provide facilities for product testing.
Insights into consumer needs: we share local and global consumer research, run innovation workshops and identify product concepts based on the latest intelligence around consumer needs and aspirations.
Strong development partnerships: we support our customers to identify and understand nutritional gaps, negotiate funding alliances with non-governmental organisations and governments, and support project implementation and training.
Sharing expertise: we draw on our experience to help our customers understand the complexities of market distribution, develop viable strategies and logistics, devise distribution solutions and create appropriate, effective merchandising material.
Strengthening the value chain: through a network of Dairy Hubs, we offer training, education and practical support to help local farmers build a sustainable business.
White cheese has long been a staple component of many regional diets in Southern Europe, North Africa and the Middle East. In Egypt, the biggest market for white cheese, almost half the population (40 million consumers) is considered to be DiP, some managing on as little as EUR1.80 a day.
An affordable, safe and nutritious supply of white cheese is therefore seen as a priority in the sustainable development of the country. Traditionally, it has been sold loose, with no guarantee of hygiene and easily perishable. Now, thanks to financial support from the International Finance Corporation, we are bringing long-life cheese in multiple sizes to low-income consumers in an affordable package. Smaller sizes are particularly popular to those living hand-to-mouth and readily available through a network of local corner shops and drug stores and affordable to even the poorest.
The availability and affordability of this product has never been more important since, in 2016, Egypt experienced massive currency devaluation, leading to inflation on food prices of up to 100 percent. With 45 Tetra Pak® filling machines running at 11 different customer sites, Egypt is currently leading the trend in packaging white cheese in aseptic cartons. We are looking to expand our size ranges to offer even more options to some of the poorest people in Egypt’s society.
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About Tetra Pak
Together with our customers we make food safe and available, everywhere. Since the start in 1951 we have taken pride in providing the best possible processing and packaging solutions for food.