HORECA Trade consolidating ME presence

HORECA Trade consolidating ME presence


One of the leading foodservice distributors in the UAE, HORECA Trade and its sister companies will, starting July, operate under recently rebranded Bidfood name.

For 16 years, HORECA Trade has been taking on multiple UAE foodservice channels under its wings, offering an extensive F&B portfolio that boasts iconic and internationally-recognized brands. Together with sister companies HORECA Trade (Bahrain and Oman), Al Diyafa (KSA), and Bidfood Jordan (Jordan), the company represents the Bidfood Group in the Middle East through more than 35 brands, 320 talents and 14 cultures. It serves over 7,000 accounts via 300,000 deliveries per year across all five Middle Eastern markets.

HORECA Trade’s rebranding, effective July 1st, stems from a regional venture to become part of a greater network and to operate under the Bidfood umbrella representing the Group in the Middle East as Bidfood ME. As a result, the brands’ respective identities will be modified to better represent the global Bidfood name, 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.

Bidfood UAE Marketing Manager, Jad Asaad, said, “This is an exciting step for us as it is a testament to our unstifled forward-thinking ways. With one face and one voice, we are more confident than ever about delivering outstanding product service solutions, market strategies and sustainable business growth to our customers, suppliers and shareholders alike. As we embark on this exciting new journey as one connected network in the Middle East, we will carry on with our mission to inject social responsibility into our business models and provide service solutions, market strategies and sustainable business growth to our clients, suppliers, and shareholders alike. We thank all parties for their unwavering dedication and support over the years and we look forward to sharing many more milestones and fruitful experiences with everybody involved.”


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