Customer testimonial
A Middle Eastern semolina sorting success
Digital Technologies Aug 242, 2022
By facilitating an open dialogue and delivering quick results, Bühler has ensured enormous success for the White Gold Flour Mill in Jordan. The miller struggled to remove dark spots from semolina using traditional mechanical sorting methods, but after investing in the DR-M 7 optical sorter, the company saw an increase in its end product quality straight away.
The company began processing wheat around 40 years ago. At the time, it was recognized as one of the biggest grains traders.
After establishing itself, the company decided to re-locate to Jordan, in a new flour mill under the brand name 'White Gold Flour Mill' in 2009.
Since moving to Jordan, the company has seen rapid growth and is constantly improving its production lines to meet quality standards in the market. Today, the company produces around 100,000 tonnes of wheat annually for the Jordanian market, with imports coming from Russia, Ukraine, Romania and occasionally the United States.
Prior to investing in the DR-M 7 optical sorter, White Gold was unable to successfully remove all defects from its product. General Manager Nathmi Rawashdeh explains: "Without SORTEX, we were struggling to get rid of all impurities, and as a result they were going into the grinding process, which was affecting our end quality."
Before investing in an optical sorter, the company’s procedure for cleaning wheat involved using a separator, aspiration channel, destoner and magnet before the grinding process.
"The purpose of investing in a new SORTEX machine was to improve our flour quality, to stand out in the Jordanian market, to improve semolina quality and to increase our market share," Rawashdeh states.
The DR-M has been installed at the end of the cleaning line to ensure quality standards are met, with results seen from day one, as Rawashdeh explains: "When we installed the DR-M
and ran it, we saw results and improvements from the first run, especially with black spots that we were not able to remove before. With the DR-M, our flour color became brighter and better in quality."
Oussama Bitar, from Bühler’s Customer Services Team, adds that Bühler’s local presence provided an edge over the competition: "Local Service Engineers, continuous follow-up sessions, speaking the customer's language, being close to the customer all the time, and our good reputation in the market have all impacted this sale and made it a huge success!"
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