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Federal Foods is a subsidiary of Al Nowais Investments LLC. A privately owned UAE conglomerate with diverse business interests covering wide spectrum of industries.

OUR HOLDING COMPANY Al Nowais Investments has evolved into one of the largest holding groups in the United Arab Emirates, working and achieving results together with over 200 principals and partners, our success would not have been possible without the undying commitment and professionalism of our people and our partners who enhance and complement our experience, expertise and resources.

BUSINESS ACTIVITIES Employing almost 4,000 personnel, with its head office in Abu Dhabi, operations throughout the Gulf region and partners across the world, Al Nowais Investments is associated with many international companies as a joint-venture partner, agency arrangements or through distributorship agreements.

BUSINESS UNITS Al Nowais Investments operates in the following diversified business sectors. Energy and Industry / Engineering and Contracting / Technology and Telecommunication / Healthcare and Medical / Food and Consumer Goods


IN PERSPECTIVE Over the years of “Passion for Excellence in All We Do”, Federal Foods has been recognized as one of the top marketing and distribution companies in the UAE, catering to the full spectrum of retail, food service and wholesale sectors. A dedicated operation complimented by trained staff, ever growing customer base and wide range of product portfolio backed by a network of reputed suppliers from across the globe offering the best brands, Federal Foods is proud of its achievements. Federal Foods operates 6 branches in UAE, 1 in Qatar and 1 in Oman with over 1350 employees and a logistics fleet of 260 plus temperature controlled vans and trucks. In Qatar Federal Foods operation has started 8 years ago and ever since is rapidly expanding in terms of distribution network as well as the number of Food Service clientele. In Oman Federal Foods operation has started in 2008 and look to emulate the same success of other markets.

OUR MANTRA Passionate pursuit of excellence has been our daily objective. Our relentless efforts to uphold this objective has been the key in creating sustainable growth to our clients’ businesses and establishing a reliable long term partnership.

OUR TEAM With a core team of experienced Food Products, Marketing & Distribution professionals, we are able to effectively understand and meet the regional market needs. We have three strategic business units namely Retail, Food service and Wholesale. Each of them has a dedicated sales team based on the nature of the business and service required.

TOWARDS SUSTAINABILITY Sustainability is at the heart of all we do. Our aim is to create long-term sustainable value for all our stakeholders including our consumers, customers, business associates, employees, shareholders and the society at large.


Retail, Food Service, Wholesale, each of our division is a leader in its specialized market place. While each of them has its unique personality and identity, behind the scene we are all one big team.

RETAIL

FOOD SERVICE

In the forefront of our retail division is a team of experienced sales professionals ensuring effective coverage of our wide customer base. To provide the right focus, customers are segmented by region and by channel across the country with dedicated teams to handle each individual channels.

The food service division was set up in 2001 to cater to the ever growing hospitality industry in the country. To understand customer needs and to provide them the right solutions, we have professional chefs and technical experts in our multilingual sales team. With more than 50 FS team of trained van sales representative, we service a customer base of more than 3,000 outlets which range from the exotic resorts to the next door cafeterias.

We also have a dedicated Frozen and Dry Van Sales operations to cover the lower trade of the market segment. Our 50 plus team of trained van sales representative call up on more than 2,500 groceries and cafeteria everyday.

WHOLESALE The wholesale division caters to the needs of trading houses, shipchandlers and processing industries in the UAE. We have a full fledged team with years of experience in the industry managing the specific requirements of these customers.


ONE TEAM DELIVERING QUALITY SERVICES To support the 3 business units we have two product divisions in place namely - Frozen/Chilled and Dry to accommodate the different product and trade characteristics of the products. Each of the division is a profit centre with an able product management team. The product management team is headed by the Business Manager who is responsible for identifying opportunities for adding new brands and categories. They are assisted by a dedicated team of product managers to manage individual brands in close co-ordination with brand owners. We boast of young, well trained and passionate brand management team. Apart from being the link between the suppliers, sales team and the outlets, the product management team regularly monitors market data conducting category analysis, retails audits, in-market sales and consumer trends. They take care of promotions, distribution, key customer reviews and competition tracking.

Frozen / Chilled The Frozen division covers categories like Poultry, Meat, Processed Poultry and Meat products, Vegetables, Fruits, French Fries, Seafood, Dairy and Bakery products. The Chilled division covers Dairy, Eggs and Seafood products. Some of the brands which we have under Frozen / Chilled division are

Dry The Dry division covers Rice, Spices, Oils, Canned Food, Syrups, Beverages, Snack Foods and Confectionery. Some of the brands we have under Dry division are:

THE WORLD’S MOST PRESTIGIOUS BRANDS! While Federal Foods have received numerous awards and accolades, the greatest recognition of our unwavering commitment to excellence in service to clients is the enduring trust and partnership of the biggest brands in the food industry.


EFFECTIVE CATEGORY AND PRODUCT MANAGEMENT

CUSTOMER SERVICE CENTRE

The sales team is supported by the product management team, who are the link between the suppliers, sales team and our customers. We are proud to have a young, well trained and passionate product management team. The team regularly monitors market data conducting category analysis, retail audits and consumer trend analysis. They evaluate promotions, distribution, key customer reviews and competition tracking.

A committed team of Customer Service professionals work as “One Team One Family”. Federal Foods constantly works towards offering exceptional service and outstanding support to one and all. The team is well equipped to cater to various market segments such as Retail, Food Service, Wholesale and Van sales.

EXTENSIVE REACH WITH CHANNEL SALES MANAGEMENT Our sales structure is built in a way to ensure a wide coverage by directly calling on the various trade channels as well as across the wide spectrum of different store formats including hypermarkets, supermarkets, self-service stores and groceries. Our coverage also extends to the alternate channels like petrol stations and schools. We have created separate teams for the Retail, Wholesale, Foodservice and Van Sales based on the nature of the business and service required. Our sales team doesn’t limit itself to just sales. They are the ambassadors for the brands they represent and are specialized in their channel with complete market and product knowledge.

SPEED AND EFFICIENCY IN OPERATIONS A flat organizational structure, understanding among the team and a common vision ensure an efficient working atmosphere. We have standard operating procedures and regular team building activities to further the cause.

Our customers have the benefit of calling round the clock on a dedicated Toll Free number (800-4331) for enquiries, feedback, placing orders and tracking deliveries.

CORPORATE MARKETING TEAM Through effective development, implementation and management of customized consumer communications, our dedicated professional and experienced team help our broad base of regional, national and multinational products and brands to improve their performance and productivity in all critical areas. Whether to improve performance, communicate effectively or address opportunities for improvement, our marketing team listen to the needs, define relevant strengths and weak¬nesses, establish priorities and offer a strategy. Our marketing specialists can help to achieve greater awareness, recognition and market share while managing a Multi-Cultural Integrated Solution:

• Outsourced Research & Market Intelligence Data • Interactive Multimedia & E-Marketing • Public Relations • Print Media • Promotions and events • In-store sampling and demonstration


BUSINESS DEVELOPMENT CENTRE

STATE OF THE ART DISTRIBUTION CENTRE

Federal Foods operates a state of the art Business Development Centre (BDC). The BDC has often acted as the R&D facility for developing and fine tuning many of the products in our current portfolio. It is here that the company gathers renowned chefs to conduct workshops, kitchen courses and various other product development and training activities.

Complying with stringent quality standards, set by the Ministry and our customers, Federal Foods has been HACCP certified since 2007. Clocking an average 60,000kms, covering 7000+ points of purchase, serving 950 customers on a daily basis, our modern transportation fleet with over 260 temperature controlled vans and trucks ensures the product quality is preserved from loading, transit and unloading at the customer location. Our distribution centre is operational 24/7 to ensure that our customers are served on time, every time.

IN-HOUSE ARTS AND DESIGN TEAM Federal Foods is one of the very few distributors in the region which boasts of a full fledged marketing team. The team consists of industry experienced individuals who work in co-ordination with brand custodians and the product managers to take the brand to its deserved status. They work throughout the year on product launches, product positioning activities, advertising, public relations, events and POS materials. The arts team consists of a team of graphic designers complete with Macs and plotting machines. All major print works are done in-house. This ensures complete control and fast response times and achieves a sustainable competitive advantage for the brand and the company in a highly competitive environment.

Federal Foods was a pioneer in having the mobile racking facility since 2000. Today we have our temperature controlled warehouses with segmented capacity of: Frozen & Chilled: 11 ,000 MT Ambient: 6,000 MT In addition to these, we outsource additional storage facilities.



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