MO Group, a specialized manufacturer of confectionery, chocolate, and food products, is participating for the second consecutive year in ISM Cologne in Germany—the world’s leading trade fair for sweets and snacks—held from February 1 to 4, 2026. The exhibition brings together more than 1,600 of the world’s largest companies operating in the confectionery sector.
MO Group’s participation comes as part of an ambitious expansion strategy aimed at strengthening its presence in European markets and opening new export channels, leveraging ISM’s global stature as a key platform for engaging with major importers, retail chains, and international distributors.
El-Abrak: Europe at the Core of Expansion and Export Growth
Hamdy Al-Abrak, Chairman of MO Group, said the company’s decision to participate in ISM for the second year in a row reflects the critical role of specialized international trade fairs in supporting external expansion plans—particularly in Europe, one of the world’s most important and demanding markets for confectionery and chocolate products.
He explained that this year’s participation coincides with the launch of new chocolate products, as well as the addition of multiple varieties of dry candies in different shapes, specifically tailored to European consumer preferences and the requirements of advanced markets.
El-Abrak added that MO Group’s medium-term vision is centered on geographic expansion, targeting a presence in 80 countries within the next two years, up from around 50 countries currently.
“ISM Cologne 2026 is the largest global commercial event in this sector, featuring 1,656 exhibitors from more than 70 countries and attracting an expected 37,500 visitors from over 135 countries,” he said. “This provides a strong opportunity to reach new clients across diverse markets, while also offering direct insight into global market trends and the latest developments in raw materials, production technologies, and packaging solutions.”
He noted that the company aims to more than triple sales and exports over the next two years, emphasizing that consistent participation in major international exhibitions is a cornerstone of achieving this target.
Habib: Long-Term Partnerships and a Sustainable Export Model
Mohamed Habib, Business Development Consultant at MO Group, said the company views its participation in ISM as a long-term investment in building strategic relationships with international clients, rather than merely a venue for short-term deals.
Habib explained that MO Group is focused on creating an integrated export experience based on continuity and mutual trust. He added that direct engagement with major global importers and distributors during the exhibition enables the company to gain a deeper understanding of diverse market needs and adapt its products accordingly.
He also highlighted that international trade fairs—led by ISM—offer Egyptian companies a valuable opportunity to strengthen their global footprint, particularly amid rising competitiveness of Egyptian products in terms of quality and pricing.
Ahmed Saleh: Quality and Compliance as the Foundation of Global Competitiveness
Ahmed Saleh, General Manager of Exports at MO Group, said the company places quality at the top of its priorities, alongside offering competitively priced products and maintaining full compliance with international standards and health regulations across global markets.
He noted that this balance between quality and pricing represents a key competitive advantage, especially amid intense global competition in the confectionery and chocolate sector.
Saleh added that MO Group has recorded strong growth in export volumes over the past period, driven by the introduction of new chocolate ranges, marshmallows, and dry confectionery products, which have seen wide acceptance in international markets.
Omar El-Abrak: Testing Markets and Building Sustainable Partnerships
Omar El-Abrak, Marketing Director at MO Group, said participation in ISM enables the company to test market reception for new products and establish long-term export partnerships that support sustainable expansion.
He emphasized that exhibiting at this global event for the second time underscores MO Group’s commitment to strengthening its position as an Egyptian exporter of confectionery and chocolate in international markets.
Innovation and Quality as Pillars of Global Expansion
“We look forward to achieving further expansion in European markets during 2026, with a focus on developing products tailored specifically for these markets, expanding distribution channels, and increasing production capacity to meet growing demand,” Al-Abrak concluded.
