Saudi Al-Diyafa, sister firms to consolidate ME market presence

Saudi Arabia - Al-Diyafa, one of the leading foodservice distributors in Saudi Arabia, will operate under the name of Bidfood, effective from this month.

For 10 years, Al-Diyafa has been keeping multiple Saudi foodservice channels under its wings, offering an extensive food and beverage portfolio that boasts iconic and internationally recognized brands throughout the Kingdom.

Together with sister companies HORECA Trade (UAE, Bahrain and Oman) and Bidfood Jordan, Bidfood Group in the Middle East represents more than 25 brands, 115 talents, 11 cultures, and serves over 7,000 accounts via 300,000 deliveries per year across all five markets in the Middle East.

The rebranding efforts, effective from July 1, will transform the company into a global network of international brands, and will be collectively known as Bidfood Middle East.

As a result, the distinctive identities of each brand will be modified to better represent the global Bidfood brand, which entails a new logo, an adapted social media presence, a regional website, and bespoke collaterals paired with new concepts and ideas led by insight and research to strengthen and optimize service as well as partner and client relationships.

Sleyman Ibrahim, general manager of Al-Diyafa, said: “We are truly delighted to consolidate under our parent company Bidfood brand to embrace a shared vision as one connected network in the Middle East. This key milestone is a testament to our progressive and avant grade business approach and reinstates our commitment to deliver outstanding product service solutions, market strategies, and sustainable business growth to our customers, suppliers, and shareholders alike. We truly value the unique aspirations of our customers in Saudi Arabia and will stay true to our core values, which place high importance on service excellence and sets us apart in the Kingdom’s growing foodservice market.”

Bidfood ME is a group of five companies trading in the UAE, Saudi Arabia, Bahrain, Oman and Jordan representing Bidfood Group. The companies’ business model focuses mainly on the foodservice channel and revolves around building a house of brands through a portfolio made up of top international products marketed across the region.