The market need for import substitution has led new entrants to the pasta production sector. ‘Durum’, the main wheat variety grown in Lebanon, is ideal for making pasta. Production of fresh pasta started at small scale before the crisis. It is produced in workshops using few simple machines. Dry pasta is mass produced using a larger number of machines that are bigger and more sophisticated. Two companies have begun the production of dry pasta and a third one is about to embark into it.
Pasta from Lebanon that is driving Italians crazy
Confexia, which manufactures confectionery products, such as chocolate bars, wafer, and biscuits, launched a $3 million pasta production line in 2022 with an annual production capacity of 8,000, CEO of both companies, said that their pasta, branded LIAMO, is of Italian quality. He said they imported advanced machinery from Italy for their pasta production line and they signed a consulting agreement with an Italian firm to provide training to their workforce in pasta making. “We will be adding new shapes and varieties of pasta. This is our strategy for the time being. We are not considering boosting our production capacity until we reach optimum production,” Abi Chaker said. In order to show that their Lebanese pasta matches authentic and original Italian quality they launched a commercial under the slogan: “Pasta from Lebanon that’s driving Italians crazy”
