Our new brand Identity and website

July 01, 2019 | 10:00 AM Bidfood - News

UNITED AS ONE: HORECA Trade (UAE, Bahrain, Oman), Al Diyafa (KSA), Bidfood Jordan (Jordan) are now Bidfood Middle East.


Through our continued pursuit to provide you with only the best service possible, we have identified that it is best to operate as one network, Bidfood ME.


A Global Network:


With a bigger and wider network, we are geared to serve up better services and strengthen our relationships with chefs and clients alike. As your trusted foodservice company, we remain committed to delivering only the freshest products coupled with topnotch service that you have come to expect from a premium food and beverage distributor. Operating in 5 continents, more than 30 countries and over 30,000 employees, our vast international presence gives us the edge to be your ultimate foodservice partner that can certainly cater to your needs.


Fresh Identity, Same Ideals:


Our values remain the same. We are accountable for our business and we stay committed to delivering our duties to meet and exceed our stakeholders' expectations. We serve with enthusiasm, honesty, optimism, and respect. We value diversity, appreciate the contribution each member gives, and work with passion. While we remain true to our core principles, we also invite everyone to come with us on an exciting new adventure. Exciting new concepts, ideas, and innovations will make all shareholders' relationship with us even more rewarding are in store.


Backstory, and a Word from Our Team:


For 16 years, HORECA Trade has been taking on multiple UAE foodservice channels under its wings, offering an extensive Food and Beverage portfolio that boasts iconic and internationally-recognized brands throughout the UAE. 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, and serves over 7,000 accounts via 300,000 deliveries per year across all five markets in the Middle East.


The rebranding 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. “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,” Bidfood UAE Marketing Manager, Jad Asaad, said.


Despite the identity amendments, HORECA Trade’s and its sister companies' principles, business ethics, service excellence, and customer experience will remain firmly as a top priority as all five markets in the Middle East continue to serve with enthusiasm, honesty, optimism, and respect.


“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” Asaad added. “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.”






Bidfood Middle East thanks all parties involved for their continued support over the years. As we embark on a new chapter, we look forward to more fruitful experiences with you.