UAE’s leading food distribution service tipples its workforce and completes significant investments in logistics and marketing
15 February 2015 - Dubai, UAE: Farm Fresh, the UAE’s largest distributor and marketer of branded dry, chilled and frozen food, has announced record growth today, as the company has gone through exponential development during the past two years.
It has more than tripled its workforce, doubled the size of its fleet, and made significant investments in its logistics and marketing capabilities.
These factors have seen Farm Fresh rapidly evolve from a trading company into the first full service food distribution and marketing business of its kind in the UAE.
Established more than 40 years ago, as part of Gulf Marketing Group, one of the region’s major diversified business groups, Farm Fresh today operates a holistic 360-degree approach, which covers all sales channels including retail, food service, van sales and wholesale.
“Farm Fresh has gone through tremendous growth during the past two years, to establish itself as the first total distribution solutions company in the UAE,” said Shehzad Ahmad, CEO, Farm Fresh.
“We have achieved this through strategic investments in key areas of our business. Since 2013, we have grown our team from 200 to 700 people, added 70 new temperature-controlled vehicles to our industry leading fleet, and launched three major new brands in the Middle East market through innovative marketing campaigns.”
As one of the largest food suppliers in the UAE and beyond, Farm Fresh processes, sells, distributes and markets a remarkable variety of products from the world’s best loved food brands including McCain, SaraLee, Aashivaad, Seara, as well as its own much-loved Farm Fresh brand.
With a direct reach to 15,000 points of sale, the company’s logistics capabilities cover seven warehouses with a capacity of more than 25,000 pallets.
This, according to Mohammad A Baker, CEO and Deputy Chairman of Gulf Marketing Group, puts Farm Fresh in the perfect position for future growth.
“We are an ambitious business that is continuously developing, with investments, new partnerships and business success driving expansion into new sectors and markets,” Mr. Baker commented. “In 2015, we will continue to invest in our industry leading fleet, state-of-the-art warehousing facilities and technology. A particular focus this year is on delivering a major ERP business transformation programme, Sales Force Automation and Fleet Management systems all of which will ensure that our business remains on the cutting edge of the industry.”