Herma on track for growth in North Africa and the Middle East

Walzberg has decades of experience in self-adhesive materials sales, including more than 10 years as an area sales manager for North Africa and the Middle East. During that time, he was based in Istanbul and served customers from many countries of the region.

Through his company Waku, Walzberg will be responsible for sales of self-adhesive materials in Senegal, Morocco, Algeria, Tunisia, Egypt, Israel, Turkey, Saudi Arabia, Kuwait and the UAE.

‘Thanks to my previous experience, I am very well acquainted with cultural differences in the Middle East and North Africa,’ said Walzberg. ‘Here, even neighbouring countries may require completely different approaches if you want to succeed. Moreover, I have learned that in-person customer service is very important in these regions – a value that is also upheld by Herma.’

The appointment of Walzberg is the first time Herma has had an exclusive sales partner for MENA. Walzberg, who was born in Hamburg, Germany, and raised in Brazil and France, will operate from his head office in Grenoble.

Harald Wallner, head of international sales at Herma, said: ‘We are registering interesting growth drivers in North Africa. Despite all crises, trade structures there are developing rapidly, and the relatively young population keeps growing. The Gulf States are promoting economic growth by expanding activities outside the oil business. And Turkey has been experiencing a robust market development for years.

‘In all cases, we expect the demand for labels to increase considerably during the next years. With his professional and cultural expertise, Andreas Walzberg is ideally suited to represent Herma in this region.’