JEDDAH — The working partnership between Saudia Dairy and Foodstuff Company (Sadafco) and Tetra Pak has now reached its 40th anniversary. This collaboration lives up to Tetra Pak’s core values of customer focus & long-term vision. This relationship started soon after Sadafco’s foundation was laid on April 21, 1976, shortly before the production of Saudia Milk began.
During the 40-year journey numerous milestones have been achieved. Sadafco and Tetra Pak have supported each other in order to bring quality, efficiency and innovation into the food industry to Saudi and other Middle Eastern consumers. Tetra Pak delivered the world’s first high-speed A3 500ml packaging line to Sadafco in 2014 as well as the efficient one-step recombination solution. The partners are also at the forefront of deploying environmentally sustainable solutions, such as water recovery solutions and the use of sustainable and FSCTM labeled packaging material.
With a partnership built on quality, food safety and innovation, Sadafco has served their consumers with a wide range of great products in Tetra Pak packaging. For decades, Sadafco’s Saudia Milk and Saudia Tomato Paste have been essentials in every Saudi home. In 2015, Sadafco launched new innovations in the form of the first Tetra Pak 2-litre Milk and Laban package in the Middle East and complemented this success with the launch of a 200ml flavored Laban and, more recently, the delightful Saudia Date Milk in the iconic Tetra Prisma Aseptic package. The innovative launches of Saudia Arabic Coffee in 2015 and Saudia Soy Drink in May 2016 continue to demonstrate Sadafco’s innovative spirit.
Sadafco joined forces over the past two years in a successful integrated marketing campaign, which paved the way in correcting misconceptions on long life milk, accompanied with Space on Pack (SoP) endorsement exceeding 1.2 billion Saudia milk packages. As a result they have cemented their number one brand position in carton packed milk and boosted their strong second position in the total drinking milk category in Saudi Arabia.
Celebrating the anniversary, Sadacfco is exciting its consumers with revitalized Milk packaging designs, and shortly will also introduce new and convenient Tetra Pak One-Step closures.
Niels Hougaard, Managing Director Tetra Pak Arabia, congratulates Wout Matthijs, CEO Sadafco, on the company’s 40th anniversary with high appreciation of the relationship and achievements in Saudi Arabia over four decades: “We are proud to have been a partner with Sadafco for 40 years, securing safe and sustainable milk and food solutions for the Saudi market.
We look to the future with ambitions to continue to deploy sustainable, state-of-the-art technology and innovation to support Sadafco’s industry leadership”. Dean Mathews, Key Account Director, expressed his gratitude: “Our relationship with Sadafco goes beyond boundaries and we look forward to achieving more milestones together.”
