Tate & Lyle Sugars

distributor• Lebanon

Karim Trading S.A.L. describes itself as an import and distribution company for food and fast-moving consumer goods in Lebanon, acting as agent for multinational companies and distributor of premium brands. It is based in Mkalles (Metn, near Beirut) in the Fahed Group (Holding) building, and its website lists Hadaya Al Beit and Fahed Group Holding among its affiliated entities. The company says its market experience originated in the retail sector some 60 years ago, giving it the know-how to identify retailers' needs and resulting in a high penetration rate and a sustained order flow, and that its professionalism is enhanced by the strong academic background of its principals and an entrepreneurial approach that lets it engage in the details and respond quickly to the market. The company states that its aim is to provide excellent service levels and short delivery times: orders placed by approximately 1,000 clients are delivered within 48 hours. Its own sales organisation calls directly on the various trade channels, from hypermarkets, supermarkets, self-service stores, mini-markets and traditional groceries to restaurants, nightclubs and hotels. It says it has its own delivery fleet of trucks, supported by a strong marketing and back-office operation, and that it covers all territories of Lebanon. Among the brands it represents or distributes, the website names Tate & Lyle Sugars, Jolly Time popcorn, Café 21, Hak vegetables in glass jars and De Nigris balsamic vinegar. Its brands page also shows Healthy U, Cristal, Chanstar, Bonita, Ben Cafe, Goldroast, CappaRoma and Bruna Oil, plus the featured brand Goody, as part of what it calls a diverse portfolio of premium food and FMCG products. The company says its commitment to its partners is to provide optimal storage facilities, ensure product quality and apply best practices in supply-chain management, making sure its international partners' products are properly handled through its distribution network, competitively priced and supported by its sales staff for maximum market penetration. It sums up its values as energy and quick decision-making, attention to brand equity through promotion and advertising, innovation by introducing products that open new categories in the Lebanese market, support for credible products, and taking pride and joy in its work.