Alexandre Bachir

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Working on our entry into Egypt has brought me back to a question I thought would be simpler: What absolutely needs to remain the same for Bachir to remain Bachir? We have chosen to produce locally. That means rebuilding part of the model: equipment, ingredients, production methods, training and quality control. And at every stage, the same question comes back. What can we adapt to the local market without changing what actually defines the product? After 90 years, some ways of doing things can feel non-negotiable…

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