Tchibo Coffee

distributor• Lebanon• Member since 1987

TREE GROUP presents itself as an FMCG import and distribution company in Lebanon, headquartered in the TREE GROUP Building on Street 405 in Mkalles. Its website states that its roots go back to 1987, when Golden Food Lebanon Distribution Company was established and laid the foundation for the group, and that through a series of acquisitions and partnerships it evolved from a humble distributor into a major player in the sector. The company says its team numbers more than 400 professionals and describes itself as an established distribution company with the dynamism of a young start-up, relying on data and hands-on field work. The company states that it directly covers more than 6,000 points of sale across traditional trade, petrol stations, pharmacies, hotels, resorts, cafés, wholesalers, modern-trade key accounts, supermarkets and minimarkets. It operates from three regional offices and a central warehouse in Hazmieh serving Beirut, Mount Lebanon and the Bekaa, plus two regional warehouses in the North and South and a sub-distributor in North Bekaa. The website says its warehouses offer 15,000 pallet positions with refrigerated zones, and that it runs temperature-controlled distribution vans and specialised ice-cream trucks, alongside an online shop delivering to homes. Its stated food categories are confectionery and snacks, coffee and tea, ice cream, condiments and sauces, and healthy snacking. Brands shown on its website include Lotus, Cuétara, Eti, Erko, Break, Kopiko, Quanta, Bebeto, Tayaş, Ritter Sport, Chupa Chups, Mentos, Smint, Panda, Damel, Kidsmania, Olympic and Maretti; Tchibo, Davidoff, London Tea and Oatly; London Dairy and Lotus ice cream; Kühne, Huy Fong Sriracha and Thai Pride; and Santiveri, Maxsport, Bee Flower, Zero and Livity. The website gives a timeline of brands joining: Chupa Chups in 1991, Lotus in 1997, Cuétara in 1999, Eti in 2001, Santiveri in 2002, Erko in 2003, the 2010 acquisition of Uno for Trading and Distribution, which added Kopiko, Break, Quanta, Bebeto and Tiffany, Kühne in 2012, Sriracha and Maretti in 2015, Tchibo and Davidoff in 2019, Ritter Sport, Tayaş, London Tea and Maxsport in 2021, London Dairy and Mentos in 2022, and Oatly in 2025. It says it acquired larger warehouses in Hazmieh in 2009, uses ERP, warehouse-management and business-intelligence systems, has a demand-planning department, and aims to become a leading force in the sector.