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COMPANY PROFILE

ALEID FOOD COMPANY KSC (Closed) [AFCO] (Previous name - ALEid Company for General Trading and Contracting WLL) was established in 1994 for importing, distributing, packaging and marketing of food and consumer products. AFCO is one of the leading distributor companies in the field of food and soft drinks in Kuwait. Over the past few years, the Company has achieved an aggressive growth and emerged to the forefront of analogous companies. AFCO has identified strategies and targets based on the principle of achieving customer satisfaction through product quality, reliability and efficient service by providing wide range of products with competitive prices.

The success story of the Company is a commitment to the distinction in the service and the quality of import and distribution operations. The Company has transformed from a mere distributor to develop brands and successfully market various products ranging from dry to frozen food items and juices through 24 trademarks registered in the Ministry of Commerce and Industry and 27 agencies.

The Company owns dedicated logistics and sales team for delivery, distribution and marketing of products to reach out all segments in Kuwait market with 35 vehicles. The company is having 126 employees who are trained by a distinctive authority of managers having experience and high competence in the food marketing.

AFCO strives to scale new heights by various innovative ideas and strategies, being implemented as part of its growth & expansion.

COMPANY PROFILE

COMPANY PROFILE

ALEID FOOD COMPANY KSC (Closed) [AFCO] (Previous name - ALEid Company for General Trading and Contracting WLL) was established in 1994 for importing, distributing, packaging and marketing of food and consumer products. AFCO is one of the leading distributor companies in the field of food and soft drinks in Kuwait. Over the past few years, the Company has achieved an aggressive growth and emerged to the forefront of analogous companies. AFCO has identified strategies and targets based on the principle of achieving customer satisfaction through product quality, reliability and efficient service by providing wide range of products with competitive prices.

The success story of the Company is a commitment to the distinction in the service and the quality of import and distribution operations. The Company has transformed from a mere distributor to develop brands and successfully market various products ranging from dry to frozen food items and juices through 24 trademarks registered in the Ministry of Commerce and Industry and 27 agencies.

The Company owns dedicated logistics and sales team for delivery, distribution and marketing of products to reach out all segments in Kuwait market with 35 vehicles. The company is having 126 employees who are trained by a distinctive authority of managers having experience and high competence in the food marketing.

AFCO strives to scale new heights by various innovative ideas and strategies, being implemented as part of its growth & expansion.

VISION and MISSION

OUR VISION:

The Vision of the Company is to become the number one and leading company in importing and distributing of foodstuff which is considered by employees, clients, competitors, suppliers and investors as best company performance among other companies in Kuwait.

OUR MISSION:

Our Company’s Mission is to be recognized as high quality supplier of goods and services by providing goods and services of the highest standard to meet the needs of our customers (Co-ops, Super markets, Wholesale markets, Groceries, Restaurants, Cafeterias, Food Services Companies) in the State of Kuwait.

The Company evaluates the long-term decision with proper planning and implementation, which aim to increase the value of the Company in the view of clients, shareholders and all society.

The Company depends on increasing the distribution channels, offering variety of products range with high quality and well-known trade agencies, which make the company to establish its own market and adopt a distinctive and competitive strategy, which is not available with competitors under exclusive trademarks. This renders the Company's ability to cut costs and consequently offer a competitive prices which helps to attract new clients resulting in aggressive growth and high profits to maintain its competitiveness locally. In order to increase this percentage and widen the customer base by offering new products and services to customers, the Company strengthens the customer confidence and its existing market.

Having efficient and high performing human resources and motivated employments with high rate of achievement is one of the basic strengths of a company, and its absence represents the weakness and is hard to be compensated. Hence, we strive to ensure that our clients including employees, whom we provide a fair job atmosphere, are getting equitable, sincere, and honest treatment, making them feel that they are partners in company's success. In turn, we seek absolute honesty and fair treatment from the part of our employees, clients and suppliers in the form of quality service, price according to Islamic principles.

We have also responsibilities towards the local society not only providing health and high quality goods but also partnership in the social responsibility through helping people to fund medical service sponsoring orphans, helping those unable to complete their studies.

Future PLans

The company has outlined many future plans including the one to keep abreast with the development of food manufacturing area. It plans to pursue in providing new products and services in the field of marketing, distributing and developing of new ways and methods of preservation and storage. In addition, the Company is obtaining new reputed agencies from regional and international companies in order to cover new markets and focus on its growth and economical status, among those plans are:

• Expansion through increasing the existing agency categories linked with the company.
• Expansion of the local market through increasing number of customers by addition of Food Service and Hotel Division to the Company.
• Increasing local market share of the Company by adding new reputed agencies to strengthen the brand portfolio, which will contribute to increase our market share.
• Evaluation and development of the departments in order to increase their productivity and efficiency through appointing executives having experience and high competency.
• Applying advanced and modern methods and system in business management and activities of the Company with an aim of enhancing general efficiency and performance and implementing plans in order to make a comprehensive change.
• In order to be a part of the food manufacturing development AFCO has decided to add new projects as follows:.
• We have received approval from Public Authority for Industry to step up a new foodstuff packing factory with a manufacturing strength of 5000 tons a year and the factory covers an area of 7000 square meter.
• We have also received approval from Public Authority for Industry to step up a sugar cube factory with a manufacturing strength of 31,700 ton covers an area of 2000 square meter.
• AFCO Intends to present the new products and new services in different field of foodstuff like activities of opening Café chains.
• AFCO started exporting some products to Iraq. Future operation plans include the expansion of the company's activities in Iraq, in addition to exporting potential opportunities in Syria, Jordan and GCC Countries.

Board of Directors

Organization Structure

Products

Success Strategy

A.STRENGTHS

AFCO boasts of a very sound success in the last twelve years to become a reputed distribution house in Kuwait because of these strategic aspects:

• AFCO has a Dedicated Distributor, Sales Team and Merchandising.
• It boasts of Excellent in store promotional activities and attractive pricing strategy.
• AFCO has a segment wise development plan with sales forecast and Analysis.

B.PLAN TO SUCCESS

• AFCO believes in Teamwork, and developing new brands for successful marketing.
• AFCO believes in Interactive Management Functioning to improve employee's satisfaction, which ultimately would reflect in growth spur.
• To enhance its portfolio, AFCO management adds new reputed agencies. AFCO is planning many different diversifications in the field of Food such as Packing, Processing, Food Franchises, Infrastructure, and Venturing into new business opportunities, etc.

WHY YOU SHOULD CHOOSE AL EID AS THE RIGHT LOCAL PARTNER?

• Proven Track Record of Growth
• Our willingness to invest in your brand since we believe in exploring the true potential, which adds to the value of the brand.
• Sound financial backup to implement the investment within a minimal time frame.
• Good infrastructure and further plans to expand to accommodate the growing requirements.
• Distribution strength to reach out your brand to all segments of Kuwait Market

Recipes

Chicken Kabsa

Ingredients

• 1 ½ kg boneless chicken pieces
• 1 sachet (10 g) chicken stock
• ½ tsp each: cumin powder, cinnamon, coriander, saffron, black pepper
• 4 tbsp Rahma Extra Virgin Oil

For the Rice

• 4 medium onions, chopped
• 2 sachets chicken stock
• ½ kg tomatoes, chopped
• 4 cups of rice, washed and strained
• 2 cinnamon sticks
• 2 dried limes
• 6 cardamom pods
• 2 green chilli peppers
• 6 ½ cups water
• Serves 4-6

Preparation

In a bowl, mix the chicken with chicken stock and the spices. In a pot, heat the Extra Virgin Olive oil and fry the chicken pieces until golden brown. Then add the other 2 sachets of chicken stock, tomatoes and cook for 5 minutes. Return the chicken pieces to the pot. Add the rice, cinnamon sticks, dried limes, cardamom pods and green chilli peppers. Add water to cover the rice and leave to cook until the rice is well done. Turn the chicken kabsa pot over a serving dish.

Couscous with Lamb

Ingredients

• 1 ½ kg lamb with bones cut into medium sized pieces
• 1/3 cup Rahma Extra Virgin Olive oil
• 2 medium onions chopped
• 2 medium zucchini, cut in 2 inch chunks
• 4 carrots, scraped and cut
• 1 large potato, peeled and cut in quarters
• 1 tbsp tomato puree or paste
• 1 cup cooked chickpeas
• ¼ to ½ tsp ground red pepper
• ¼ tsp pepper, white preferred
• ¾ tsp salt
• 5 cups water
• 1 cup couscous grains
• 1 cup chilled water
• Serves 4-6

Preparation

Heat the olive oil in the bottom of a cooking pot large enoughto hold the lamb. Brown the lamb pieces on all sides, add onions and cook until tender. Season with spices and add tomato paste. Cook for 2 minutes. Pour water. Cover and simmer for one hour until the meat is tender. While stew simmers, put the couscous grains in a bowl and slowly add the cold water, little at a time, tossing the grains with a fork to help them absorb the liquid. Set the top section of the couscousiere onto the steaming pot. Carefully transfer the moistened couscous grains into the top section. Cover. Add carrots, potatoes and simmer for 10 minutes. Add zucchini and chickpeas. Simmer an additional 15 minutes, continuing to sprinkle broth over the couscous grains at least once. Simmer 5 minutes more.

Punjabi Al Muhaidib Rice Receipes

Aroz Boni Belkodrawat

• Preparation Time 5 minutes/
• Serving – 4 - 5
• Vegetable Pilaf Brown Rice: Cooking Time 50 min

Ingredients

• 2 cups Brown Basmati Rice
• 2 tablespoons Olive oil
• 2 stalks celery, sliced
• 2 stalks green onion, sliced
• 3 - 4 cloves garlic, crushed
• 1 cup frozen peas
• 2 medium carrot, cut into small cubes
• 1 medium red capsicum cut into small cubes
• 1 medium green capsicum cut into small cubes
• 1 teaspoon salt
• ½ teaspoon black pepper
• ½ teaspoon cinnamon
• 1 cup chicken stock

Preparation

• Wash rice. Keep aside
• In a medium casserole boil 2 litres of water; add 2 tablespoons corn oil, 1 tablespoon salt. Add rice; boil for 15-20 minutes until rice is almost cooked.
• Strain.
• Stir-fry celery, onion and garlic in olive oil in a large covered skillet over medium heat until just tender.
• Add peas, carrots, peppers, cook for 2-3 minutes.
• Sprinkle vegetables with salt, black pepper, cinnamon. Mix well
• Add rice to the vegetable mixture, add stck.
• Reduce heat, cover tightly and simmer until rice completely cooked, about 20-25 minutes.
• Serve hot in platter

Brown Rice With Mushroom(Aroz Boni Belfeter)

• Preparation Time 5 minutes/Cooking Time 50 minutes
• Serving 4-5

Ingredients

1 ½ cups brown basmati rice.

5-6 pieces dried mushroom

1 tablespoon olive oil

3 stalks celery, sliced

3 stalks green onion, sliced

3-4 cloves garlic, crushed

1 teaspoon salt

½ teaspoon black pepper

3 cups fresh mushroom, quartered

¼ cup parsley,chopped

Preparation

• Wash Rice. Keep aside
• Put the dried mushroom in a cup, add ¾ cup hot water, and soak to soften for 15-20 minutes. Cut into small pieces. Kee
• Stir-fry celery, onion and garlic in oil in a large covered skillet over medium heat just until tender
• Stir in brown rice until all rice grains are covered with oil
• Add chicken stock, liquid from soaked mushroom, salt and pepper. Heat to boiling, stirring occasionally.
• Reduce heat, cover and simmer until rice is tender, 30-35 minutes.
• Cut soaked and fresh mushrooms into small pieces. Add to the rice. Cover and simmer 10-15 more minutes until completely cooked.
• Serve in a platter, sprinkle with parsley.

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