Lay's Potato Chips (Frito-Lay)

distributor• Palestine• Member since 1995

Itihad ElHelal Trading Ltd presents itself as a Palestinian fast-moving consumer goods (FMCG) distribution company, founded in 1995 and headquartered on Jifna Main Road in Ramallah. It says it is one of the largest companies in this sector in Palestine, offering customers a full-service supply chain and distributing well-known, Class-A regional and international brands. Its website recounts that it started with 10 employees and one distribution vehicle, built on its founder's experience in the Palestinian food trade; it doubled its business in 2010, and in 2011 began a new phase as the next generation took over management, multiplying sales volume tenfold and adopting a strategy of growth and geographic expansion. The company operates in the West Bank, East Jerusalem and Gaza, with distribution centres in Nablus (north), Hebron (south), East Jerusalem and Gaza in addition to its Ramallah (Jifna) headquarters. Its website cites about 8,000 active points of sale, 125 cash vans and distribution trucks and more than 220 employees, and says its headquarters, main warehouse and distribution centres provide 8,000 square metres of storage for about 4,500 pallets, with a modern pallet-racking system, internal mechanical lifts and climate control, plus 1,800 square metres of office space. It states that it has begun a geographic-expansion strategy by setting up subsidiaries in the region. The company groups its brands into two lines, Food and Non-Food. According to its website, the food line includes Frito-Lay snacks (Lay's, Cheetos and Doritos), Quaker oats, Haribo gummies, Ritter Sport chocolate, Alpro plant-based drinks, Calvo tuna and Pastificio Liguori Italian pasta, alongside the Emborg, Cacaolat, Mr Brownie, Bite & More, Bellissima and Allin brands. The non-food line covers household-care products. In its vision, the company aims to be the first-choice strategic FMCG partner for Class-A brand owners and an international example of excellence in FMCG supply-chain management, to be the reliable distributor in the eyes of retailers and consumers, and to grow its business in Palestine and regional markets. It sums up its values as quality, efficiency, partnership and innovation, and says its people are the key to its success and that it invests in their development.