Al-Sarif Company

Al-Sarif Company (also written Alsaref on its website) is a Libyan company based in the capital, Tripoli, that says it specialises in importing consumer foodstuffs and was established in 2016 in Tripoli by administrative and professional cadres, with an official licence from the Libyan Ministry of Economy and Trade. The footer of its website presents it as a food distribution company in Libya, and it states that it is the agent in Libya of MJ's Foodstuff Co. and of Chocito's, Armano and Cupffee. The company says its activity is based on importing and marketing consumer foodstuffs from several production and manufacturing regions around the world, handling the customs and legal clearance required for products to be shipped and enter the country by land, sea or air. It states that over about half a decade it expanded its presence and distribution across different parts of Libya, and its distribution map covers Tripoli, Zawiya, Misrata, Tarhuna, Bani Walid, Jabal Nafusa, Ghadames, Benghazi and Sabha. Its organisational chart shows a distribution department with wholesale, retail sales and a cash-van system, alongside a self-inspection and quality department. The company's catalogue lists MJ's products: mayonnaise in original, garlic and olive flavours, Mayochup and tomato ketchup, barbecue sauces, hot sauce and yellow mustard, ranch, French and Italian dressings, canned fava beans in recipes including Lebanese style, with tahini and with hot pepper, honey, chocolate, strawberry and pancake syrups, apple cider vinegar and quick-cooking oat flakes. From Chocito's it lists hazelnut-cocoa, pistachio, strawberry and speculoos spreads, smooth and crunchy peanut butter and instant cocoa; from Armano a 2-in-1 coffee mix, coffee creamer, cappuccino and hot chocolate; from Hazal Happy Day sandwich biscuits, Choco Latey, Waflix Snow, Happy Daisy donut cake and XM Miele cake; and from Cupffee edible biscuit cups of 110 ml and 220 ml. The company shows Qurina, MJ's, Bogutti, Hazal, Armano, Chocito's and Cupffee among its partners, and in 2024 it ran free tasting campaigns for MJ's beans in eight flavours at Mazaya Mall and a Chocito's cocoa tasting festival at Tripoli Mall. It says its mission is to provide distinctive foodstuffs to all its customers with attention to security, safety and self-inspection and in line with international quality standards; its stated objectives include partnering with the best-known brands worldwide and contributing to the reconstruction of Libya, and its vision mentioned the aim of going beyond Libya's borders by 2025.