TARGETING The global MARKET
Catering News Middle East speaks to Gagandeep Sahni, managing director, Safco International trading on serving the region for over 25 years.
Established in 1994, Safco International Trading was set up with the commitment to provide quality products in the import, export and distributor business, a reputation that they have built over the years both within the United Arab Emirates and internationally, according to Gagandeep Sahni, managing director, Safco International trading.
“We work to establish strong, longterm relationships with our clients, while continuing to offer them the highest level of service. Geographically Safco’s focus remains in the Middle East, Africa, Indian Subcontinent and East Europe but our aim is to become the number one company in the food supply business across the globe,” Sahni says.
The company currently represents a range of different products including beverages, meat, seafood, bakery goods and disposable products in the form of brands like Giffard, Dreamy, President and La Fruitiere to name a few.
Speaking on how they aim to achieve global success, Sahni said: “We will reach that position by anticipating and meeting requirements while also keeping pace with technological advances and conforming to high quality standards
“The Hotel, Restaurant and Café (HORECA) sector is our main target market. Insight and innovation are firmly at the heart of everything we do here at Safco, both as a business and as a HORECA team. We have the expertise, experience and energy that can be trusted with developing our customers business and concentrate on the reach and accessibility for all our clients,” Sahni explains.
Ensuring their employees represent partner brands to their full potential is something Safco takes pride in, “We have a gourmet division which promotes purely branded products. A dedicated professional is appointed to promote each of the assigned brands as we do not want to deal with the same parallel brands. For example we follow just one brand for each product which will be promoted on all platforms that we take part in,” he adds.
The location and nature of the Middle East market can prove beneficial in many ways but comes with its own challenges, according to the managing director, “Fluctuation of foreign currency is one of the greatest barrier that we face right now, followed by cost cutting in the food and beverage outlets as the market progress- es. Consistency in getting products from across the globe can also pose as a challenge at times,” he explains.
However, emerging trends in the market predict a positive future for the sector. “Food trucks, concept restaurants and large scale food events are on the rise, something that has helped the UAE market. These trends seem to last in this market as they provide something that attracts all classes of residents in the country,” Sahni says.
“As for us, the next few months look exciting, especially after the recent launch of our Italian product, Dreamy Puree which is now available in 36 flavours.”