Adiyat Marketing & Distribution

Adiyat Marketing & Distribution is a Sudanese importer and distributor of fast-moving consumer goods headquartered in the Industrial Area, Kafouri Block 2, Khartoum North. It is part of Adiyat Group, which its website describes as a private Sudanese company established in 1992 with more than three decades in trade and distribution and a regional presence in the UAE, Saudi Arabia, Turkey and across Africa. The company timeline states that it was established in April 2004 in its current building, obtained the Savola agency in 2014 and started manufacturing and private labelling in 2019. Besides food, the company also works in non-food goods, technology and stationery. The company says that by 2004 it had developed a comprehensive distribution network across Sudan ensuring product availability even in the most remote areas, and that it has distribution centres at various locations and a logistics team that delivers products on time. Its “Our Story” page lists its headquarters in Khartoum and branches in Dongola, Port Sudan, Atbara, Shendi, Kassala, Gedaref, Sennar, Wad Madani, Kosti, El Obeid and Nyala, and states that in 2010 it reached coverage of 20,000 outlets with 450 staff and opened 8 branches. It classifies its channels as about 26,000 retail outlets, 500 supermarkets, 300 semi-wholesale outlets, 100 wholesalers and 10 modern-trade outlets. The food section of its website shows Savola cooking oil, SAF-Instant yeast from Lesaffre in its original red and Success versions, and the Ahsan range, which includes Ahsan Kenyan Premium Tea in 225 g and 100 g packs, pasta in elbow, penne and vermicelli shapes, red lentils in 1, 10 and 20 kg packs, basmati rice in 1 and 5 kg packs and non-basmati rice in 1 and 25 kg packs, and premium wheat flour. The website mentions a strategic partnership with Lesaffre to provide yeast solutions for the baking and food industries, and Savola Group and Lesaffre appear among its “success partners”. The company also exports Sudanese agricultural crops including sesame, chickpeas, watermelon seeds and pigeon peas. The company states that its vision is to become the leading distributor in the region for FMCG, technology, stationery and commodities, and that its mission includes having at least 20 Adiyat products in every Sudanese household and adding value to society. It says it expanded into commodity exports in 2018, leveraging Sudan's agricultural resources, that Adiyat Group also includes procurement, manufacturing and paper and commodities distribution companies, and it describes its role as a bridge between international markets and Sudan that supports international brands in the Sudanese market.