Client impact 

With support from Business Sweden, Aluflour has:

  • Reinforced its position as a trusted long‑term supplier in Morocco
  • Secured repeated procurement wins over multiple years
  • Maintained continuous and reliable delivery of active silica
  • Strengthened communication and alignment with key customer stakeholders 
Challenge 

Operating from Sweden, Alufluor needed to maintain close, trust‑based cooperation with a key Moroccan industrial customer.  These included ensuring consistent communication across distance, navigating competitive and evolving procurement processes, managing complex logistics, and building trust in a market where local presence and cultural understanding are critical.

Business Sweden’s support 

Our team of experts has:

  • Facilitated in‑person meetings and visit programmes to strengthen relationships
  • Provided guidance and hands‑on support throughout procurement cycles
  • Advised on contract review and negotiations in a cross‑cultural context
  • Supported logistics coordination to ensure reliable, continuous supply 
Result 

Effective cooperation depends on more than technical delivery – it requires understanding how trust is built in a different cultural environment. Business Sweden’s role has been particularly important in bridging cultural and communication gaps that influence how decisions are made and relationships are built. Through sustained local support, Alufluor has been able to strengthen trust, alignment, and long-term cooperation with its Moroccan customer. 

“
Our collaboration with Business Sweden has largely focused on enabling communication with the customer across linguistic, and above all, cultural barriers. Business Sweden has consistently demonstrated remarkable precision in both communication and advisory work, which has facilitated a successful relationship with this highly important partner. Jesper Holmquist, Commercial Director, Alufluor AB
”
 
Next steps 

As Alufluor continues to invest in the Moroccan market, Business Sweden remains committed to supporting the company through:  

  • Continued presence and relationship management  
  • Enhanced communication and risk monitoring  
  • Future procurement processes  
  • Strategic insights for long‑term market development 
About alufluor

Alufluor AB is a Swedish chemical manufacturer specialising in high‑purity aluminium fluoride, active silica and other compounds for diverse industrial applications. Founded in 1973, the company serves customers worldwide with a strong focus on quality, reliability, and sustainable production processes. 

Contact 

Raouia Khallaayoun, Consultant, Business Sweden