Al Diyafa and its sister companies to consolidate Middle East market presence via Bidfood rebranding

Riyadh, KSA: Al Diyafa, one of the leading foodservice distributors in the KSA, announced today it will now operate under the Bidfood name starting July 2019.

For 10 years, Al Diyafa has been taking on multiple KSA foodservice channels under its wings, offering an extensive Food and Beverage portfolio that boasts iconic and internationally-recognized brands throughout the KSA. Together with sister companies HORECA Trade (UAE, Bahrain and Oman), and Bidfood Jordan (Jordan), Bidfood Group in the Middle East represents through more than 25 brands, 115 talents, and 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 1^st July, will transform us from disparate regional entities to 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.

Commenting Sleyman Ibrahim, General Manager, 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 KSA and will stay true to our core values, which places high importance to service excellence and sets us apart in the KSA’s growing foodservice market.”

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About Bidfood Group:

Bidfood is a foodservice-focused company operating across 5 continents with a world-class international foodservice presence. It has been listed on the JSE since May 30^th, 2016 and has over 40,000 employees.

About Bidfood ME:

Bidfood ME is a group of five companies present and trading in United Arab Emirates, Saudi Arabia, Bahrain, Oman & 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, while leveraging on the synergies and economy of scale between Bidfood Middle East markets and capitalizing on the volumes for buying power within the region. Bidfood ME is “ONE” community managing 14 cultures with more than 30 nationalities and over 35 languages working together as a team.

About Al Diyafa KSA:

Born in 2009, Al Diyafa, a Bidfood Company, is one of the early pioneers in the premium foodservice distribution industry in KSA. We provide fresh, frozen, ambient and non-food related products across various channels such as cafes, hotels restaurant chains, caterers and many others in the hospitality sector.

Over the years we built a diversified and balanced portfolio of international brands across multiple verticals. We are considered to be a one stop shop with a supplementary product portfolio with diverse category mix. We have dedicated 360 degree brand marketing and management team coupled with 24/7 customer service team to cater to the needs of both our ambassadors within the Diyafa Partner and Customers Network.

© Press Release 2019