You don’t have to travel to Algeria alone, and when it comes to doing business there, a well-planned path matters more than distance. Rafael Juan, the head of Vicky Foods, represents a Valencian family business that markets brands such as Dulcesol pastries and Beplus healthy foods. Juan has long promoted the international growth of the business, a venture his grandfather helped start. In 2010 he began selling products in Algeria in collaboration with a local distribution partner, a family group named Mansurlu. The initial venture faced tough marketing challenges for baked goods in the North African market. Following Mansuri’s counsel, Juan chose to establish a stronger presence there in 2014.
Vicky Foods expanded its footprint by leveraging a subsidiary created with Dulcesol Algerie, setting up a production center in an Algerian city dedicated to muffins, brioche, and biscuits. The site is located about fifty-three kilometers from the central hub Ratio. Fast-forward eight years, and the company has become a leading patisserie producer in the country, operating a 6,300-square-metre factory and employing 184 workers. In 2021 the three production lines produced 6,975 tons of cakes and confections. Algeria ranks as the company’s third foreign market after France and Portugal. Overall foreign sales make up about 22% of Vicky Foods’ revenue.
The Juan family business is not alone in the North African market. GB Foods, owned by the Carulla family, operates in Algeria under brands such as Jumbo, including products like white chicken and Avecrem. GB Foods has a long-standing presence in the country, with more than 25 years of activity and a local factory that supports distribution and manufacturing in situ. These cases illustrate how multiple Spanish food brands carve out space in Algeria’s diverse retail landscape.
Together with GB Foods and Vicky Foods, a total of 129 Spanish companies maintain active interests in Algeria, encompassing marketers, industrial producers, service providers, or branches of Spanish financial institutions. This evolving footprint comes amid tensions between Spain and Algeria over regional policy. The Algerian authorities recently reconsidered relations with Spain after Madrid backed Morocco’s autonomy proposal for Western Sahara. In response, Spain has contemplated presenting concerns to the European Union. The official census of the Foreign Trade Institute (ICEX) as of June 30, 2021, highlights the varied roles these firms play across export, import, manufacturing, and other services in the Algerian market.
In Algeria, several Spanish players contribute to the energy, construction, rail, and infrastructure sectors. These include gas and oil field interests linked to Mezgaz and Repsol, construction groups such as FCC and Mixed Africa, railway equipment firms like CAF and Rover Rail, and engineering outfits including Inima and Sener. Financial institutions such as CaixaBank and Sabadell also operate there, as do shipping lines like Suardiaz and Tiba Spain, according to ICEX data. This network reflects a diversified strategic presence intended to support trade flows, raw materials, and regional development projects that connect Spain with Algeria.
The Algerian economy sits along the Mediterranean coast in North Africa and hosts a population approaching 44 million. A substantial share of economic activity remains state-led, with government ownership contributing roughly 45% of GDP and controlling many hydrocarbon and energy firms. With a per capita income around $3,974 in current prices, a strong middle class supports domestic demand. That demand attracts foreign brands, though navigating distribution in Algeria requires dealing with a wholesaler-distributor network that spans across the country. Direct engagement with end customers is less common, and the market tends to be more protective of profit repatriation. Bureaucracy and frequent legal changes can add to the complexity of staying long-term. Still, several entrepreneurs and international brands see value in persistence and market adaptation.
Rafael Juan notes that the effort has yielded dividends and that the family intends to remain active in Algeria despite ongoing diplomatic tensions between Madrid and Algiers. The current political climate has not deterred the company from pursuing its regional strategy for growth and development.