Goody enters UAE, plans GCC expansion

By Eliot Beer

- Last updated on GMT

© iStock
© iStock
Saudi food producer Goody has signed a distribution deal for a selection of its products with the UAE’s Gulfco, as the firm aims to expand beyond the kingdom into the wider GCC.

To start with the agreement will cover Goody’s pasta, tuna, peanut butter and canned corn products, with more ranges to follow. Initially Gulfco will distribute Goody products to 400 modern trade stores and 500 traditional trade outlets, although in the longer term Goody announced it has the potential to expand its reach to around 11,000 stores.

With one of the most dynamic food and beverage sectors in the region, entering the UAE now allows us to target both the domestic and trade arenas, providing quality packaged foods and diversity of choice to customers. Partnering with Gulfco allows us to facilitate a smooth entry, and provides us with access to the UAE’s leading retailers and traders, through their longstanding and committed relationships​,” said Khalid Temairik, general manager of Goody.

Food service target

The firm, founded in 1969, produces 140 products, including mayonnaise, spreads, sauces, canned vegetables, stock cubes, soup and dressings.

Along with consumer products, Goody also caters to the food service market, and the firm said its priority in entering the UAE would be to build up its brand recognition. According to Goody, its ultimate aim will be to target the lucrative HoReCa (hotel, restaurant, café) market, which the firm estimates could make up around half of its business in the UAE.

Goody also has distribution agreements in other GCC countries, and plans to expand into the Levant as well. According to the firm, its products are available in more than 2,200 hyper- or super-markets, and almost 39,000 smaller outlets around the region.

More consumer choice

Gulfco, which is owned by the Juma Al Majid Group, is one of the UAE’s largest food and FMCG distributors, representing brands including Mondelez, General Mills, Wrigley, Unilever, Douwe Egberts and Nestlé Water.

Goody represents decades of trust and quality from the region that families and professionals have come to respect and trust. This partnership provides us with the opportunity to offer more choice to our customers, while giving consumers quality products, made in the region, and designed to cater to the modern way of life​,” said Khaled Issa chief operating officer at Juma Al Majid Group.

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