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.


Arabian Power Electronics factory starts operations

Updated 23 July 2019
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Arabian Power Electronics factory starts operations

The new plant of Arabian Power Electronics Company located in Dammam’s Industrial Area has started its operations following a soft-inauguration event on July 5.

The inaugural ceremony com- menced with the ribbon cut by Dr. Siddeek Ahmed, chairman and managing director, Eram Group.

Dr. Sattam Al-Omairy, director, APEC, did the ribbon cutting for the shop floor inauguration.

The meeting started with a wel- come address by Abdul Razack, group CEO, Eram Group.

Jacob Thomas, business unit head of APEC, spoke about the birth of APEC and how it grew to a market leader today in his open- ing remarks.

In his inaugural address, Dr. Sid- deek Ahmed, CMD, Eram Group, expressed his vision behind estab- lishing the first power electronic manufacturer of Saudi Arabia.

Saad Al-Shahrani, chairman, Saudi Council of Engineers, Rizwan Ahmed, director, Eram Group, Elio Maggi, executive board member, Eram Group, Mohd Al-Shallali, executive board member, Eram Group, Abdullah Al-Ajmi, corpo- rate affairs manager, APEC, also ad- dressed the event.

Madhu R. Krishnan, group direc- tor, Eram Group, offered a vote of thanks to all the well-wishers for their constant support to the com- pany during the past eight years.

Arabian Power Electronics Com- pany is a leading global power electronics manufacturer with world-wide operations and a production facility in Saudi Arabia.

APEC was established in 2011 as a flagship division of ERAM Group, one of the most diversified business conglomerates in the Middle East.

The company has gained wide ac- ceptance for the quality of products and services by serving more than 700 clients in the region and a total installed capacity over 12 MW of power backup systems.

The company has an operations and maintenance team capable of reaching clients across Saudi Arabia. The new facility will de- liver the most innovative technol- ogy, products and services as well as job opportunities to young Sau- di engineers. This will accelerate the company’s vision of becoming the pioneers of power electronics in the region.

As Vision 2030 demands the de- velopment of a more stable energy sector with localization of the tech- nology, APEC is close to achieving this through the process of trans- ferring power electronics technol- ogy to the Kingdom.

The facility is completely de- signed and constructed for the future. Its position and proximity to the upcoming King Salman En- ergy Park, which is going to be the epicenter of global Industries, will help turn the spotlight on APEC — the indigenous manufacturer.