Complex Made Simple

Saudi Arabia packaged food firm to distribute in the UAE

Goody has entered an exclusive partnership with GULFCO

Saudi Arabian packaged food company, Goody, has entered an exclusive partnership with UAE-based FMCG distribution company, GULFCO, to supply quality packaged food to UAE consumers.


The company has valued the UAE FMCG market at AED 16 billion, identifying it as the second most important economy in the GCC.


“Entering the UAE now allows us to target both the domestic and trade arenas, providing quality packaged foods and diversity of choice to customers,” Khalid Temairik, general manager at Goody, said.


Supply in the UAE will start with the core Goody ranges, which include pasta, tuna, peanut butter and canned corn.


Goody was first established by Ahmed Said Basamah in 1969, and the business has grown beyond the kingdom’s borders, and is now value at one billion Saudi riyals.


“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,” Khaled Issa, chief operating officer at Juma Al Majid Group, the partner company of GULFCO, said.


Goody has identified the UAE as its first priority in growing the brand across the region, which also allows the brand to tap in to the country’s immense HORECA (Hotel/Restaurant/Café) business, which could represent up to 50 per cent of Goody’s business in the UAE.