Who We Are and Want to Be
Balsharaf Group is a diversified concern operating in four related and mutually supporting areas: Retailing, Distribution, Production, and Logistics. The ambition of the group is to be a leading Manufacturer, Distributor, and Retailer of Fast Moving Consumer Goods (FMCG) in the MENA Region. Balsharaf has a fifty year history in the Kingdom of Saudi Arabia. Starting in 1955 from a small grocery store in Makkah, Balsharaf has today a chain of food stores in the Riyadh area, distribution to 16,000 retail outlets across the Kingdom, manufacturing in Saudi Arabia, Egypt and India, and significant market shares as agent for international brands, private labels, and own brands.
Growing Internationally
Balsharaf has reached beyond Saudi Arabia with successful business and marketing ties in the Gulf region. Export trading operation of the Group have witnessed impressive growth to neighboring countries, namely UAE, Egypt, Jordan, Sudan, and Yemen. In addition, Balsharaf has started relationships for exports to Bahrain, Iraq, Kuwait, Qatar, Syria, Lebanon, Libya and African Subcontinent.
Looking Ahead
Expansion and innovation have been the cornerstones of Balsharaf's past performance. A Strategy Task Force, guided by the CEO, has developed a longer-range strategic plan. It envisions the addition of agencies, the formation of strategic alliances in distribution and manufacturing, rapid growth in new retail formats, data analytics based on the distribution reach, strengthening support functions - all leading to the targeted expansion of sales volume over the next few years.
The Founder - Balsharaf Group
The foundation of what would grow to become the Balsharaf Group was laid in 1955 by Mr Ali Obaid Balsharaf - a visionary entrepreneur, born in 1930 in a small village in Yemen. After spending his early childhood in Yemen he left for Makkah at the age of eight to live with his uncle where he worked with him to learn the basics of business while studying in the holy mosque of Makkah.
As a strategy Mr Ali Obaid Balsharaf focused on food industry, items that were new to the market. To develop the market he used innovative ideas and created product and brand awareness. In order to expand the business he crossed borders to import new products from countries like Spain, England, Italy, France and Germany. By the grace of god Balsharaf group today covers the entire KSA and export to various countries and is one of the top 10 companies in the food business in the kingdom.
His life and achievements prove that backed by confidence, courage and conviction, man can achieve anything he aims for.
From a humble beginning, he went on to create a business empire. The Balsharaf Group is living testimony to his indomitable will, single-minded dedication and an unrelenting commitment to his goals.
Balsharaf Leaders
The senior management of Balsharaf comprises Omar Ali Balsharaf, Chairman of the Group and Abdullah Ali Balsharaf, Co-Chairman. While a privately held family concern, Balsharaf aspires to apply world-class professional management practices. Key positions are being filled by executives with international experience. The Core Values of the Group focus on People, Customers, and Performance. The Behavior Standards guiding individual action reflect the owner's intent to make Balsharaf a model of meritocracy: "We Demand Personal Accountability, We Deliver Flawless Customer Service, We Are Results-Driven," are examples of these Behavior
Omar Ali Balsharaf
Chairman
Abdullah Ali Balsharaf
Co-chairmanDistribution
In 1990 Balsharaf began acting as the agent for foreign FMCG companies who wanted to enter the Saudi market. Sine then, the Balsharaf Group has earned the trust of major international manufacturers for developing the market in the Kingdom and distributing their products. In several product categories, Balsharaf has obtained a dominant market position for their principals. The product range covers confectionery, ice cream, food items and rice.
Unparalleled Distribution Power
Balsharaf started as a distributor to food retailers in 1985. Today, the firm has the strongest distribution network in the region. In Saudi Arabia Balsharaf covers 16,000 retail outlets in all major channels – such as hypermarkets, supermarkets, convenience stores. The company's distribution in the Kingdom is managed in four category-specific divisions, it includes six regional offices, seventeen branches, a sales team of 150 merchandisers, 500 salesmen, 77 supervisors, 14 regional managers, 2 key account managers. Balsharaf is one of the top five suppliers to major retail chains in the kingdom such as Panda, Othaim, Danube, Carrefour, Tamimi and Lulu.
Manufacturing
To support and augment operations in Distribution and Retailing, the Balsharaf Group has established manufacturing operations in KSA, Egypt, and India. Some of these plants are joint ventures with key principals that Balsharaf serves as agent. The product line from these plants covers
- Biscuits, Chocolates, Cakes, Croissants
- Confectionery
- Halawa and Tahina
- Ice Cream
- PET
- Water Metering
Balsharaf Production is the source of several owned brands that are widely recognized in the market, although so far no major advertising or brand management has been undertaken. Moreover, Balsharaf Production allows the Group to develop and market private labels; they are a principal private label supplier to major retail chains.
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Logistics
Roughly 130,000 square meters of cold and dry storage facilities support the distribution network, covering 22 cities. Physical distribution is accomplished through a fleet of cold and dry trucks - 110 heads, and 150 trailers plus 400 vans, 100 delivery vehicles, with 500 sales force and 200 field operatrion Looking ahead, Balsharaf is evaluating the broadening of their logistics function into a 3PL or 4PL business.
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Export
Balsharaf has reached beyond Saudi Arabia with successful business and marketing ties in the Gulf region. Export trading operation of the Group have witnessed impressive growth to neighboring countries, namely UAE, Egypt, Jordan, Sudan, and Yemen. In addition, Balsharaf has started relationships for exports to Bahrain, Iraq, Kuwait, Qatar, Syria, Lebanon, Libya, Tunis, Algeria, Morocco, Oman, Djibouti, Somalia, Kenya, Nigeria, Benin, Togo and Tanzania.
