DUN'S 100 - 2016

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Food Industry
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2016 | DUN’S 100 DUN’S 100 | 2016
DUN’S 100 | 2016 2016 | DUN’S 100
Food Industry
Saadi Coffee Ltd.
Saadi Coffee Ltd., a distribution company
based in Kfar Baruch, began as a store
in Nazareth for special confectionery
products including sales of locally produced
coffee. The store, established by Ahmed Saadi,
developed a reputation in the north side of the
country, and became a place of pilgrimage for
confectionery connoisseurs, who made trip es-
pecially to purchase products that were then
rare in the country. Saadi Coffee was one of
the only stores in the north of the country that
stocked these products.
In 1996 Ahmed and his son Mohammed Saadi,
today the company’s CEO and owner, decided
to expand the store’s unique overseas brands
line, and over the years began offering exclusive
prod-ucts, previously unknown in the country.
In 2002, after previous efforts had proven their
success, Saadi Coffee underwent significant
change in its business outlook. When the man-
agement expanded they recruited David Dan
as part of their plan to focus on the search for
prominent, well-thought of overseas brands
in order to import, and market them to stores
throughout the country, and expand distribution
to the retail chains.
Thus Saadi Coffee became a distribution com-
pany importing a range of exclusive food and
confectionery products from Europe. For exam-
ple, the company serves as importer for Swiss
corporation Migros through which it markets the
Frey, Midor and Cremesso brands in the coun-
try. Under these brands, the company imports
chocolate, cakes, coffee capsules, flavored cold
tea and various types of jams.
Among other brands of chocolate that the com-
pany imports for stores and food retail chains
in the country from Kiryat Shmona to Eilat
are: Mozart Rever (from the Germany-Austria
region), Koch (Germany), Kagi (Switzerland),
Trapa (Spain), Duc Do (Belgium), Witors (Italy),
Baronie (Belgium) and Midi (a personal cake
brand from Italy). The company also imports
various types of gluten-free products.
In addition to being an import company, Saadi
Coffee also owns two stores managed by Mo-
hammed’s brother Nader: the long-established
and well-known store in Nazareth and a factory
store and the large new logistics center in Kfar
Baruch, which began operating two years ago.
Saadi Coffee’s annual operations are worth tens
of millions od shekels.
Building Private Brands for Selected chains
in the Country
In addition to importing and distribution
throughout the country since 2009, Saadi Cof-
fee imports chocolate produced by the Frey
factory belonging to Swiss corporation Migros
especially for the private brand of the Shufer-
sal retail chain. Following the success of the
brand, last January the variety of chocolates for
the chain was expanded to include premium
brands. The company also imports Green brand
soya milk branded for Shufersal and Super-
Pharm’s Life.
Over the past year, Saadi Coffee has served as
the sole importer of another private brand– the
private brand of the Super-Pharm chain– Sa-
pore. The brand includes a series of confec-
tionery products manufactured for the chain
exclusively in Italy in the factory of leading
company Lazzaroni. The product lines include
individual cakes, biscuits and waffles.
The private brand products that Saadi Coffee
imports for Israel’s large chains are carefully
selected to bring the highest quality products
from a range of options overseas.
Working with the World’s Best
How does the company decide what products to
import to Israel? Although the company can be
credited with enormous experience in the food
sector, extended research is conducted before
taking a decision. The company’s executives
Mohammed Saadi and Deputy CEO David Dan
travel around the world, seeking and examining
how products look and taste. In addition, they
are interested in and ask about the extent of
popularity and success of various brands, call
for and receive opinions about the products,
listen to and check current trends, and are as-
sisted by the finest recommendations and tips
provided by overseas suppliers.
As a company that believes in quality and the
uniqueness of products, Saadi Coffee insists on
importing the best products at the fairest prices
for consumers. With this in mind, the company
has aspired in recent years to continue locating
leading products, as well as expanding to other
food categories.
Excellent, Uncompromising Service
Awareness
As a distribution company operating throughout
the country, Saadi Coffee possesses an exten-
sive network of sales staff in all parts of the
country, with each representative equipped
with a vehicle and set routes. From the moment
an order is placed by a store, the company is
obligated to provide the products within 48
hours.
From a consumer perspective – the company
has a customer service network available for
all enquiries and if there are questions dealing
with a specific product’s ingredients, the repre-
sentatives will clarify the matter with the over-
seas supplier and get back to the consumer with
complete answers, as quickly as possible.
Coexistence in Business
One of the unique characteristics of Saadi Cof-
fee is the unusual composition of its employ-
ees. Among its sales staff, distribution drivers
and warehousemen are: Jews, Christians and
Muslims working together for a joint goal which
proves coexistence in practice.
Esta b l i s h e d
1972
L i n e o f B u s i n ess
Importing, Marketing and Distribution
Sagi 2000 Industrial Zone,
Kfar Baruch 3658400
Tel: 972-4-6556717
Fax:972-4-6556717
Mohammed Saadi
CEO & Owner
David Dan
Deputy CEO