Puratos Bakery and Patisserie Ingredients

distributor• Iraq• Member since 2005

Al Awsat Distribution presents itself as a food and fast-moving consumer goods distribution company operating across Iraq; the Arabic version of its website calls it the leading food distribution company in Iraq. Its website states that it was established in Baghdad in 2005 and that it works alongside Numerus Group and Distribucorp. It sums up its mission as becoming a leader in the distribution of consumer products that contribute to the healthy living habits of Iraqis. The company says its operations span the whole of Iraq, with 95% coverage through sales and merchandising personnel in every province, 8 warehouses it describes as secure locations meeting the highest HSE standards, and a team of more than 300 people. Its website timeline lists the launch of cold-chain distribution in 2007, the Erbil distribution centre in 2009, the Basra distribution centre in 2012 and the launch of frozen-chain distribution in 2018. It lists branches in Baghdad (head office), Basra and Erbil. Its services include secure temperature-controlled warehousing, order forecasting and co-packing; market entry, pricing and brand-building strategies; market intelligence, in-store merchandising and trade marketing; and logistics, route to market and maintenance of chillers and stands. Its food partners include New Zealand dairy group Fonterra, which says in a testimonial on the site that Al Awsat has been its partner in Iraq for 16 years distributing the Anchor and Anlene brands; Foster Clark's, the European producer of food ingredients, beverages and dessert mixes; Americana, shown with its El Mazraa brand logo; Puratos, for bakery, patisserie and chocolate ingredients; and Turkey's Sera, for vegetables, legumes, jams, halva and ready meals. The company also distributes personal-care and home-care products for partners including Evyap and Henkel. The company owns the Sidra sunflower oil brand, which it says it produces with Kernel and describes as a leading brand in the premium segment of Iraq's sunflower oil market. Together with its partners, the company reports scholarships at the American University of Iraq Sulaimani, Georgetown University and Baghdad Business School and support for the Iraqi Children Foundation, and lists its values as excellence, integrity, perseverance, passion and teamwork.