Canadian Bottling Company logoNorland is happy to share another one of our customer’s success stories with you. Recently the Canadian Bottling Company garnered a favorable coverage from a Senegal news report. We would like to introduce Philippe Bélanger and his growing business, Canadian Bottling Company.

Philippe purchased his first bottling equipment from Norland in 2007. During the past few years, he has turned a simple semi-automatic 18.9 liter (5 gallon) bottle washer and filler into a fully operational bottling facility. The Canadian Bottling Company recently purchased one of Norland’s Spectrapak systems and now offers single serve bottles to go along with their already established delivery of the 18.9 liter bottles.  The results for Philippe and his company speak for themselves, as he is now becoming a force in the bottling industry.

Enjoy the article below. Hopefully soon we will be sharing your success story.

The hegemony of KIRÈNE in the mineral water market in Senegal could be hurt with the arrival of the Canadian Bottling Company brand in the small bottle market.

Bottles of CBC’s mineral water can already be found in hotels and restaurants around Dakar and along the Petite Cote region, as well as gas stations in Elton. But CBC’s real offensive on the mineral water market began on March 19 with the launch of a large advertising campaign. With prices similar of those applied by the leader Kirène, CBC is preparing to enter the home market with it’s AQUATERRA brand after being able to take a place in the   niche of the large bottle (10-19 liters).

“I have been interested in this market for more than 20 years,” said Philippe Bélanger, the executive director of CBC. “For the past two or three years, Kirene has been virtually alone on the local market, it is therefore normal that competitors emerge.”

For now, nothing to worried Kirene, that old 75% of the market.  As the population continues to grow, so will the demand for bottled water. The current market is estimated at 120 million liters per year, compared with eight million liters a year in the early 2000’s.

“The market growth in the last 15 years has made the price of mineral water more accessible and the share of imported water has become marginal,” said Alexandre Alcantara, executive director of Kirene.

CBC hopes their capacity of optimal production of 15 million, 1.5 liter bottles, per year will ensure the equivalent of 20 percent of the market and achieve a turnover of €6.8 million Euro (roughly $7.7 million U.S. dollars). And unlike Kirene, that showcases bottles of natural spring, CBC uses water supplied by the Sénégalaise des Eaux (SDE).

“Through reverse osmosis, a process of filtration, the precious liquid is stripped and then dressed, removing 97-99 percent of the particles present in the water,” Bélanger said. “It is then re-mineralized with calcium, magnesium, etc. It is pure water, pleasant to taste.”

Despite a higher production cost associated with the purification process, Bélanger said he believes AQUATERRA has the means to be competitive. “The big companies such as Coca-Cola, Pepsi and Nestle are selling purified water, because the transport of natural mineral water is expensive,” he said.


AQUATERRA is not this 45-year-old Quebecer’s first attempt on the water market. In 1997, with three partners, he founded BA EAU BAB, which quickly imposed itself in the 19L water market in Senegal. Five years later he created UMT Technologies, specializing in the treatment of water for industrial or medical use, before diversifying into the sector of bottled water.

Two different business units with two different markets that lead Philippe Bélanger to create CBC in 2013 to assure exclusively the bottling business that was operated before by UMT

When asked if AQUATERRA could successfully take on Kirene, Bélanger was optimistic: “The consumer like to have a choice,” he said.

Editor’s note: This story was first published on the online news site: Jeune Afrique, written by Mehdi Ba. It has been translated from French. It is reprinted here with permission from CBC executive director Philippe Bélanger.

Link to the original story.