Established in 1976, Saudia Dairy and Foodstuff Company (SADAFCO) is a leading food manufacturer, seller and distributor based in Saudi Arabia with operations across the Middle East. It does marketing of its core products under its flagship brand “Saudia”, a name associated with “Saudia Dairy and Foodstuff Company”.
BLAZE TO BRILLIANCE
During the past few years the company has expanded its product range with new launches in the Breakfast Cream, Cheese, Butter, owdered Milk, Ketchup, Fortified Children’s Milk and Frozen French Fries categories.
SADAFCO factories currently produce more than 30 million cases of product per annum, its long-distance transportation trucks travel 12 million kilometers each year delivering product to depots across the GCC and over 400 sales routes are operated throughout the region to distribute the company’s products to more than 25,000 customers.
FAITH FACTOR
The USP of the brand has been to develop, produce and market a range of nutritious food propositions for all age groups and create maximum shareholder value through teamwork and this has ultimately helped them be the brand of everyone’s choice. Sadafco had launched a product called the ‘Saudia Evaporated Milk’ in the Kingdom of Saudi Arabia in a unique easy-to-pour, re-sealable carton pack.
ENGAGEMENT THAT ENTHRALS
The brand had launched a unique campaign called the ‘100 Million Chances to Win with Saudia Milk’ in Saudi Arabia. It was a first-ofitskind promotion and it received over 100,000 responses from 36 cities nationwide. The promotion gave the public 100 million chances to win a whole host of prizes, including big ticket items such as Sony PlayStations and PSPs, Nintendo Wiis, Laptops, Apple iPods and Nokia N96 mobile phones.
INNOVEDGE
SADAFCO was awarded the 2012 Arab Beverages Association (ABA) Qatrah Award for Dairy which recognizes innovation in the Arab beverages industry. SADAFCO was also one of the Gold Sponsors for the event. The brand had introduced an innovative campaign that promised to enhance a Saudi woman’s daily cooking experience with easy to implement creative concepts, expert tips and professional guidance.
BRAND PROMISE
SADAFCO is committed to the introduction of new products in the market, expansion of the company’s operations into new geographical areas, and the acquisition of new companies with values like Integrity, respect for all, passion & quality. The company’s corporate mission is ‘To develop, produce and market a range of nutritious food propositions for consumers of all age groups and create maximum shareholder value through team work’.
Power Facts
HH Sheikh Hamad Sabah Al-Ahmad is the Chairman of SADAFCO
The headquarters of the brand is in the Al Nakheel District Jeddah, SaudiArabia
The major shareholder in the SADAFCO group is United Industries with a 30.10 percent stake
PROMISE BEACON
2004: The year in which the company confirmed that it intends to get listed on the Saudi Arabian Stock Exchange
2008: The year in which SADAFCO launched a unique campaign called ‘100 Million Chances to Win with Saudia Milk’ in Saudi Arabia
2012: The year in which Jeddah Ice Cream Factory, a part of the SADAFCO group achieved the ISO 22000:2005
