- Spain was always nearby
The traditional brand Mar del Plata Havana is approaching the final phase of fine-tuning its first Alfajores production facility in Europe. With an investment of 3.5 million eurosThe company built a 3,000 square meter warehouse in Picassent, Valencia, from where it plans to improve distribution on the Old Continent and accelerate its arrival in Asia.
To finance the project, Havana took out a bank loan 1.5 million euros and another equivalent amount from the Valencia Financial Institution. The central goal is to be able to supply the European market more quickly and efficientlygreater response flexibility and more flexible access to new strategic targets, particularly in Asia and the Middle East.
Hernan CampagnoliManager of Havana’s Foreign Network, explained that the project’s conception began in early 2022 when the company warned that production at the point of origin was no longer sufficient to keep up with the pace of international growth. “Proximity to consumers facilitates operations and enables markets to expand“, he explains.
The Spanish factory will replicate part of the portfolio currently produced in Argentina, focusing on the products with the greatest demand abroad: Chocolate Alfajor, Meringue Alfajor And Mini chocolate alfajor.
Spain was always nearby
The choice of Spain was due to two factors: It is a market in which Havana already operates – through a Franchise dealer that supplies all of Europe— and offers good logistical conditions Port of Valencia as a strategic point. In contrast to the factory in Mar del Plata, where more than 500 employees work, the Spanish company will initially operate 12 peoplesince it was developed according to a highly automated scheme.
The company is currently making progress Final phase of construction work. The machines will arrive in the first months of 2026 and the facility is expected to be operational in the first half of this year. It will have a production capacity of 3 million dozen alfajores per year per shiftwith space available to add new lines as needed.
The landing in Spain also opens the door to new commercial alliances. Havana is in discussions with various actors interested in promoting the brand Asia and Middle Eastparticularly United Arab Emirates. Today, shipments reach these markets sporadically, but the company aims to establish a more stable presence.
“Building a partnership takes time and commitment. You have to find the right customer and develop the market from the ground up“, said Campagnoli. In addition, they do not rule out direct entry to some European countries if the conditions are met.
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