Al Seer Oman (Al Seer Group)

Al Seer Group presents itself as a fast-moving consumer goods distributor and "the preferred brand building partner" in the Lower Gulf, which it defines as the UAE and Oman, with its headquarters in Dubai. Its website states that the group was founded in 1961, has since provided sales and distribution services to international brands, and describes itself as one of the largest multi-brand distributors in the region. The chairman's message by Ali Albwardy says the group expanded its business to the Sultanate of Oman while consolidating its distribution presence in the UAE, and CEO Fouad Touckly runs both the UAE and Oman operations. Its Oman office operates as Al Seer Logistics on the third floor of the Qatar Airways Building on Al Maardih Street in Ghala Heights, Muscat. The company says it has warehousing across ten locations in the UAE and Oman, five of them in Oman, that its warehouses are HACCP and ISO 22000 certified, and that they offer multiple temperature storage zones from minus 22 to plus 18 degrees Celsius with high-density racking systems. At group level it cites 75,000 pallet locations and a fleet of more than 330 vehicles serving all major channels, with all locations connected in real time through SAP. It is organised in strategic business units, each with a dedicated channel-specific sales and merchandising team, alongside key account management and a merchandising team that tracks visibility and share of shelf at the point of purchase. The brands section of its website, under the Oman tab and the Food category, shows the logos of 34 brands: in chocolate and confectionery Ferrero Rocher, Raffaello, Kinder, Nutella, Tic Tac, Hershey's, Reese's, Godiva and Ice Breakers; in biscuits McVitie's and Double Delights; in edible oils Mazola; in pasta Emirates Macaroni; in frozen poultry Seara; in water and juices Al Ain, Voss, Ceres, Suntop and Sunquick; plus Date Crown, Al Foah, Americana, Mehran, Nectaflor, Deemah, Kwality, Milky Mist, Asmak, Simak, Sweet'N Low, Sun Lolly, Mani, Foodbi and Red Rooster. The company defines its vision as being the preferred brand building partner in the region and its goal as growing partner brands faster than their categories, through category insight and flawless execution at the point of purchase. It sums up its values as respect, partnership, results, commitment and integrity, and sets out a road map built on winning with customers, people and partners and on operational excellence.