Haboba Indian Yellow Rice

distributor• Sudan• Member since 1991

HMA Foodstuffs is the food division of the Sudanese HMA Group, based in Omdurman. The group's website states that HMA was founded in 1991 as a Sudanese company specialising in import, supply and wholesale distribution, that it started in the trade and import of houseware and later expanded into foodstuffs; the group logo carries the name "H.M.A Developed Projects Co. Ltd". The company describes its food division as a system specialised in supplying staple foodstuffs in bulk to the Sudanese market, drawing on the group's experience in importing, warehousing and distribution. The company says it runs a four-stage supply chain: working with a network of international sources and suppliers, importing, storing in warehouses where field teams handle loading, storage and packing every day, and distributing the quantities ordered. Its products are aimed at traders, distributors and institutions rather than individual consumers, and wholesale booking requests are taken through its website, where buyers can search the catalogue, check availability and send a single order list to the sales team; final prices depend on quantities and availability. It also states that it handles institutional supply for projects and large orders, and that it has expanded its customer base and product range across the states of Sudan. The food division currently presents its brand "Haboba" (حبوبة), which according to the website comprises Haboba Rice, a yellow rice of Indian origin in 1 kg and 20 kg packs, and Haboba Lentils, red split lentils of Canadian origin in 1 kg and 20 kg packs, both intended for shops, wholesale trade, distribution and institutions. The company says it is gradually expanding into further food categories according to market needs in order to build a wider food portfolio, and it invites factories, suppliers and brands looking for distribution opportunities in the Sudanese market to contact it. It sums up its vision as becoming the preferred supply partner of traders, distributors and institutions in Sudan, names trust, quality, commitment and continuity as its values, and states that the group carries more than 500 products across its two divisions.