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.

CateringNews Middle East - - In Profile -

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.”

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