Betty Crocker Baking Mixes

distributor• Saudi Arabia• Member since 1948

Basamh Trading Company (BTC) is a Jeddah-based FMCG distributor founded in 1948 by Ahmed Saeed Basamh. It says it has been enhancing daily life in Saudi Arabia for over 75 years and has grown from an essential distributor into an expansive network that delivers products into consumers' hands where they shop. It is part of the Basamh Group, which also includes Specialized Food Services (SFS), GoodyCo and Thokoman Foods in South Africa; the group states that BTC was ranked the 3rd largest food distributor and the 4th largest FMCG distributor in Saudi Arabia in a 2021 Nielsen study. The group website says BTC serves wholesalers, retailers, pharmacies, distribution centres and e-commerce platforms through more than 15,000 retail outlets and 15+ locations in the Kingdom, with 36 FMCG categories and 600+ items. The company offers go-to-market solutions covering distribution, warehousing and supply-chain management, using systems such as SAP for van distribution management and ShelfR for shelf-share analysis. It is building advanced distribution hubs in Jeddah and Riyadh under Project OWN, and reported a supervisor development programme reaching 56 supervisors across nine cities. Its retail partners include Danube, Bin Dawood, Tamimi, Othaim, Panda, LuLu, Carrefour, Spar, noon, Amazon, Nahdi and Al-Dawaa. Its leading principals include General Mills brands (Nature Valley, Betty Crocker, Old El Paso and Bugles), Jordans and Dorset Cereals breakfast cereals, Perrier water and Al Wazir olive oil, alongside S.C. Johnson cleaning and pest-control brands. The company says that in 2026 it strengthened its confectionery and snacking platform with new partners Adam Foods (Spain), Nabati (Indonesia) and Storck (Germany), and that with Storck it achieved record market share and distribution growth in Q1 2026. The group website says BTC holds multi-decade exclusive distribution agreements with General Mills and S.C. Johnson, as well as manufacturing joint ventures. The company also shows Goody, Treva and Cofique, brands of its sister company GoodyCo. It quotes the director of the Al Wazir brand saying Al Wazir was one of the first commercial olive-oil brands in the Saudi market over 60 years ago and became a household name thanks to the partnership with BTC. The company states its vision is to be the expert of choice in go-to-market solutions for consumer goods in Saudi Arabia, and the group says BTC was ranked among the top 10 distributors in Asia by Asia Business Outlook in 2022.