Edita is active across Egypt and has grown a healthy export business in the face of a particularly tough regional climate. Edita has a footprint in more than 17 countries in the MENA region. The Middle East is the company’s main focus for exports, given its geographical proximity and cultural affinity with Egypt. The company relies on local distributors for the export business and deals with them on a cash-in-advance basis to mitigate the high risk profile of the key export destinations. The company provides considerable support for its distributors in its key export markets (marketing support) and accordingly has been able to garner considerable market share.
Edita’s efforts to grow its regional footprint and diversify its sources of revenue saw a major breakthrough in 2018 with the registration and incorporation of Edita Morocco towards the end of the year. Edita Morocco is a JV between Edita and Morocco’s Dislog Group, a leading local distributor with over 65,000 distribution points across the Kingdom. Edita owns a majority stake of 76% of the JV.