Bidfood KSA (Al Diyafa)

Bidfood Middle East states that Al Diyafa Company for catering services was founded in 2009 to cover the foodservice channel in Saudi Arabia and describes it as a pioneer of the sector; it was rebranded Bidfood KSA in July 2019, when all four of the group's markets adopted the Bidfood name. The company is part of Bidfood Middle East, which began in the UAE in 2003 as Horeca Trade, and its Saudi operation is presented on a dedicated page of the group website. The company says it has full presence in Riyadh, Jeddah and Dammam, with offices at Legend Tower on King Fahd Road in Riyadh, the Sultana Square Building in Al Khalidiyyah, Jeddah, and on King Fahd Road in Al Khobar, and that it delivers daily to all regions of the Kingdom from 5 distribution centres using multi-temperature trucks. It serves the hospitality channels: hotels, restaurants, cafés, catering companies, airlines, sporting centres and cinemas, and offers fully fledged food and beverage studios where customers create innovations and recipes for their concepts, alongside the myBidfood online ordering platform. The company publishes Saudi catalogues for 2026–2027 covering gourmet flavourings (syrups, dessert sauces and fruit purées), still and sparkling waters, plant-based milk, mixers, energy drinks, dairy (whipping cream, shredded mozzarella, butter and speciality cheeses), centre-of-plate meat (Australian beef, wagyu, lamb and chicken shawarma), commodities (oils, sauces and frozen potatoes), coffee and tea, frozen bakery and pastry and couverture chocolate, as well as coffee machines. Brands named in its Saudi product guide include Red Bull, Fever-Tree, Afia, Al Tahi, Corman, Marco Pierre, Jing tea and Ipso Home coffee. The guide also lists Bidfood Middle East private-label items, such as baguettes, English cakes and frozen cookies produced in Saudi Arabia, canola and frying oils, and burger cheese slices. The group website shows regional food and beverage partners without naming the market, among them Lamb Weston, Valrhona, Kraft Heinz and Anchor. The group says it launched myBidfood in 2021 as the first e-distribution platform dedicated to the foodservice industry in the Middle East, and in 2025 launched Bidfresh, its fresh category of meat, poultry, seafood, fruit and vegetables.