Saudi Arabia-based foodservice distributor Al Diyafa has merged with its HORECA Trade and Bidfood Jordan subsidiaries into a single entity named Bidfood Group.
Bidfood Middle East currently operates in five markets through HORECA Trade, Al Diyafa and Bidfood.
The combined business represents more than 25 brands with 115 employees working across its operations. It annually offers 300,000 deliveries to more than 7,000 customers across the five markets in the Middle East.
Starting this month, the merged entity will operate as Bidfood Middle East and allow the two regional brands to be under a global network of international brands, reported zawya.com.
Additionally, the identities of each brand will be transformed to represent the global Bidfood brand, which features a new logo, an adapted social media presence and a regional website.
The service of the new group will also be strengthened with new concepts and ideas led by insight and research.
Al Diyafa general manager Sleyman Ibrahim was quoted by the news website as saying: “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-garde 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.”
HORECA Trade currently operates businesses in the UAE, Bahrain and Oman.
In April, HORECA Trade signed a new distribution agreement with Ferrero Gulf to supply its brands to the UAE’s foodservice channels.
Established in 2009, Al Diyafa offers fresh, frozen and non-food related products to various customers across various industries, including cafes, hotels restaurant chains and caterers.