Recently we get an appointment with Mr. Roberto Travesa General Manager Emirates Macaroni for a short interview about the company visions and recent new packaging .
- Emirates Macaroni has been part of the UAE’s kitchens for more than four decades. What do you think has helped the brand remain so trusted and loved by families over the years?
Consistency. Maintaining the same quality and the same ingredient is the key. Our customers know that each piece of pasta will perform as per their expectation, no surprise
- After more than 40 years, you’ve given Emirates Macaroni a fresh new look. What sparked the decision to update the packaging now, and what story does the new design tell?
This is the time to collect all the achievements and the successful stories of this company and give an identity to a more than mature and reliable brand. (What I want to say is that Emirates Macaroni started has a company name and remained like this until now. Today we are confident that all this story can be transformed in a real brand)
- The launch also includes a new range of pasta sauces — what inspired this addition, and how does it fit into the brand’s journey?
Our vision is to become a food company. The journey started 10 years ago, and we have invested in knowledge and technology and today we are able to serve our customer with a wider range of sauces and condiments that are aligned with our quality standards
- Consumers today are more conscious about what they eat. How is Emirates Macaroni embracing this shift toward healthier or more sustainable choices?
We have always been interested in proposing ethical and helthier products to the health-conscious public, it’s a part of our DNA. This is why we are constantly introducing special products to the market that can help to get the proper nutritional value with the minimum number of ingredients and a satisfactory taste (such as gluten free, whole wheat, etc…)
About sustainability we are focus on the things that really matter, local procurement, waste reduction, energy optimization and the last but not the least, a real time monitoring system of our carbon footprint
- You’ve been part of a brand with such a rich legacy. On a personal note, what do you find most fulfilling about leading Emirates Macaroni through this new chapter?
What I find most fulfilling is leading a brand with such a proud legacy into its next chapter. Emirates Macaroni has been a household name for decades, and now we’re evolving from a beloved local brand to a confident international one. The exciting part is taking the quality and trust we’re known for here in the UAE and introducing them to new markets in a fresh, modern way. It’s incredibly rewarding to honor our heritage while shaping a more global, future-focused identity