RIYADH — Al Diyafa, one of the leading foodservice distributors in the KSA, announced Sunday it will now operate under the Bidfood name starting this month (July 2019).

For 10 years, Al Diyafa has been taking on multiple KSA foodservice channels under its wings, offering an extensive food and beverage portfolio that boasts iconic and internationally-recognized brands throughout the KSA. Together with sister companies Horeca Trade (UAE, Bahrain and Oman), and Bidfood Jordan (Jordan), Bidfood Group in the Middle East represents through more than 25 brands, 115 talents, and 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 us from disparate regional entities to 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, 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-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.” — SG