Khalaf Stores (Fareed Khalaf Sons' Company)

Fareed Khalaf Sons' Company, known as Khalaf Stores, says it is one of the oldest and most prominent company names in the Jordanian market. It was founded in 1952 by Fareed Khalaf Senior in the old town centre of Amman as Fareed Khalaf Stores, which the company describes as Jordan's first self-service retail outlet, importing brands for its store as well as distributing them across the country. In the early 1960s it became an official distributor of fast-moving consumer goods, and in 1994 it spun off its retail outlets to focus on distributing leading brands; its name was amended in 1991 to Fareed Khalaf Sons' Company - Khalaf Stores, and it is managed by the next generations. The company says it started with 12 employees and now has more than 200, with its headquarters on Airport Road at the Madaba exit in Amman. The company says its core business is FMCG distribution across Jordan through more than six channels: retail, wholesale, institutions, airlines and airports, quick-service restaurants and HoReCa. It runs a fleet of different sizes with dry, chilled and frozen capabilities and warehouses in Amman (a main warehouse next to its headquarters with dry, chilled and frozen storage, a second dry store, a third cold store and a bonded warehouse), in Irbid serving the north with dry, chilled and frozen facilities, and in Aqaba within the special economic zone. It says it installed solar panels that generate enough power to run its storage facilities and headquarters. The company's brands page shows a large number of food brands, including McCain frozen potatoes, Quaker, John West, Green Giant, Betty Crocker, Old El Paso, Nature Valley, Président, Régilait, Halibna, Bega, Gold Medal, Tabasco, Sweet'N Low, Rauch, Mackays, Lakrids by Bülow, LAAN, Duru, Lavina, Figaro, Aunt Betty, Neptuna, Al Aloul, Zwan, Pure South New Zealand meat and Doux poultry. Its partners page names Nestlé, PepsiCo International, General Mills, Groupe Lactalis, Zwanenberg, Alliance Farmers' Produce, Belgomilk and Nordex Food. The company says Nestlé appointed it in 2004 as exclusive distributor to manage the Nespresso business in Jordan; in 2008 it set up the subsidiary Superbrands for Trading and Investment for this business, which opened Jordan's first Nespresso boutique in 2013 together with an e-commerce platform and now has points of sale in Um Uthaina, City Mall, Taj Mall and Abdali Mall, serving the Nespresso Classic line for homes and Nespresso Professional for offices, hotels, cafés and restaurants. In 2017 General Mills granted Superbrands the franchise for Häagen-Dazs ice cream. The company sums up its values as people, integrity, passion, trust and brand building together with its partners.