Specialized Food Services (SFS)

Specialized Food Services (SFS) is a Jeddah-based distributor that describes itself as the foodservice distribution arm of the Basamh Trading and Industrial Group (BTIG), which grew from a small shop in Jeddah seven decades ago and describes itself as one of the top 5 FMCG distribution companies in Saudi Arabia. The Basamh Group website says the group set up SFS as its own company after seeing the potential of the foodservice industry, and that it is one of the leading distributors of high-quality food and non-food products to the HoReCa industry. The company says it serves more than 20 cities across the Kingdom, from north to south and west to east; its website shows about 2,500 active customers and 11 distribution centre and cross-dock locations, and lists branches in Jeddah, Riyadh, Taif, Madinah, Tabuk, Dammam, Qassim and Arar. It serves hotels, restaurants, caterers, cafés, bakeries and pastry shops, eateries, institutions, travel retail and vending, relying on an executive sales team and professional chefs under sales-led and chef-led models. Its product categories are bakery, beverages, dairy and milk alternatives, dried food, fish and seafood, oils and fats, pasta and noodles, soups, seasonings, dressings and sauces, snacks, and syrups and spreads, plus non-food items. Brands shown on its website include Leprino Foods, Mydibel, Saudia, Rama, Blue Band, Perrier, Silverdale Australia, Leduc, General Mills and its brands Betty Crocker, Old El Paso, Nature Valley and Bugles, Jordans, Dorset Cereals, Best Mix, Gold Medal, Mera, Nai and Al Wazir, as well as S.C. Johnson cleaning products. Its brand list also includes Goody, Treva and Cofique, which the Basamh Group website says belong to its sister company GoodyCo. The company states that its vision is to be the preferred foodservice partner and supplier in Saudi Arabia, and that its mission is to sell and distribute quality food and non-food products with smart solutions, expertise and craftsmanship that help customers serve their consumers better and grow. It publishes digital catalogues dedicated to bakeries, cafés and quick-service restaurants alongside its full catalogue.