Al-Diyafa, sister firms to consolidate ME market presence

Al-Diyafa, one of the leading foodservice distributors in Saudi Arabia, will operate under the name of Bidfood, effective from this month.
Updated 08 July 2019
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Al-Diyafa, sister firms to consolidate ME market presence

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.


King Abdullah Economic City launches summer festival

Updated 22 July 2019
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King Abdullah Economic City launches summer festival

King Abdullah Economic City (KAEC) has announced the launch of the Turquoise World summer season in the coastline of turquoise water on the Red Sea. 

Taking place until Aug. 31, the festival will feature a variety of thrilling events and activities that fulfill KAEC visitors’ and residents’ expectations, particularly those who are seeking a distinctive lifestyle of recreational and entertainment within a modern environment.

“In line with the Kingdom’s ambitious vision 2030, King Abdullah Economic City is living rapid growth in its several strategic sectors, including the quality of life program along with the tourism and leisure sector, in order to create a world of entertainment at the heart of our nation,” said Ahmed Linjawy, group CEO of KAEC.

“Set to become the leading destination on the Red Sea, KAEC is fully equipped for hosting and organizing massive events and activities due to its logistical and state-of-the-art infrastructure, including world-class social, sports and leisure facilities that have been developed to provide a high-quality environment to meet the needs of those who aspire to a luxury lifestyle overlooking the virgin beaches of the Red Sea.” said Linjawy.

The “Turquoise World” festival was inspired by KAEC’s new identity “Another World” to offer an exceptional experience that has been designed to entertain all family members, with unique direct turquoise view of the Red Sea. 

The festival offers a variety of exclusive activities and events at the Beach Walk, and range of water sports at the Yam Beach, and the Bay La Sun Marina and Yacht Club, including water games at Aqua Fun, K-MAX — the first multi-dimensional movie theater in the Kingdom, and Juman Karting, among others. 

In addition to top-class hotels with an elevated standard of living and services that make KAEC an ideal destination to visit and live.

King Abdullah Economic City is the largest privately funded new city in the world, situated on the west coast of Saudi Arabia. 

KAEC covers an area of 181 sq km of land, approximately the size of Washington DC. KAEC comprises King Abdullah Port, the Coastal Communities residential districts, the Haramain Railway district and the Industrial Valley. 

The city is under development by Emaar, The Economic City, a publicly listed Saudi joint-stock company established in 2006.