EGA's presence at the biannual Metef exhibition for the first time as a single entity drew interest from a range of industry stakeholders looking for insight into the new business entity and how its state-of-the-art facilities, sustainable practices, quality product portfolio and advanced technologies could add value to the growing European market.

According to Walid Al Attar (Chief Marketing Officer at EGA) building brand awareness in the European market is a vital part of EGA's growth strategy, as the European Union needs to import approximately 60% of its primary aluminium requirements. In 2013, EGA shipped nearly a quarter of its production to the region, and this is set to grow in the coming years.

“Our products are used extensively by the EU's automotive and aerospace industries, and demand is on the rise. With EMAL Phase II having been fully commissioned since mid-June this year, our total production capacity has increased to 2.4 million tonnes per year, which not only puts us among the top five aluminium producers in the world outside China, but gives us the ability to service this growing market,” said Al Attar.

EGA also used its exhibition stand at Metef 2014 to highlight its ideal location to serve Europe and its specialised portfolio, much of which comprises value-added products. EGA already has dedicated offices in Zurich and Milan, and supports this presence with a comprehensive infrastructure of discharge port facilities and warehouses that enable timely deliveries to aluminium end-users across Europe. "By promoting our facilities and our product portfolio, we were able to demonstrate our ability to meet the growing demand for high-quality aluminium products in Europe," said Al Attar.