Italy and France work together at Expo 2015 in an attempt to create the world’s longest baguette. To certify the achievement of the record a jury of the Guinness Book of World Records measured the Nutella chocolate creme baguette with a total length with 122.40 meters. It was cut into more than 2,400 slices and distributed to visitors of the exhibition. Mourad Balti Touati / EPA
Italy and France work together at Expo 2015 in an attempt to create the world’s longest baguette. To certify the achievement of the record a jury of the Guinness Book of World Records measured the Nutella chocolate creme baguette with a total length with 122.40 meters. It was cut into more than 2,400 slices and distributed to visitors of the exhibition. Mourad Balti Touati / EPA
Italy and France work together at Expo 2015 in an attempt to create the world’s longest baguette. To certify the achievement of the record a jury of the Guinness Book of World Records measured the Nutella chocolate creme baguette with a total length with 122.40 meters. It was cut into more than 2,400 slices and distributed to visitors of the exhibition. Mourad Balti Touati / EPA
Italy and France work together at Expo 2015 in an attempt to create the world’s longest baguette. To certify the achievement of the record a jury of the Guinness Book of World Records measured the Nut

Guinness declares the longest baguette at 400 feet in Italy


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A judge from Guinness World Records has certified a 122-meter-long (400-foot-long) baguette baked at the Milan Expo 2015 World’s Fair as the longest in the world.

Some 60 French and Italian bakers worked nearly seven hours Sunday to bake the French bread characterised by its soft middle and crusty exterior, methodically moving a specially designed portable oven along the length of the doughy preparation.

The bakers worked at a rate of 20 meters (66 feet) an hour, their progress complicated by working outdoors and the biggest challenge to avoid any breakage.

“It’s very difficult to do a big baguette because we are outside, you know, the temperature, it’s cold and we are outside so for the dough it’s not easy,” said Dominique Anract, one of the bakers and owner of the La Pompadour bakery in Paris. Putting a plastic cover over the dough helped.

The Italian maker of Nutella, Ferrero, backed the enterprise to beat the 111-meter (364-foot) record held by a French supermarket chain. Once certified as a record-breaker, the baguette was cut and smeared with Nutella to share with the hundreds of Expo goers who celebrated the record.

It was at least the fourth world record declared during the six-month Expo, which closes Oct 31, including the longest pizza at 1.5954 kilometres, or nearly a mile long.

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A foster couple or family must:

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  • A single, divorced or widowed Muslim Emirati female, residing in the UAE may apply to foster a child if she is at least 30 years old and able to support the child financially
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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.

Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.

Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.

Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.

“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.

Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.

From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.

Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.

BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.

Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.

Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.

“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.

Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.

“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.

“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”

The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”

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