About us
Established in 2016 in the UAE
From a single office in Dubai we have grown to five global offices — Dubai, London, Damascus, Algiers and Bahrain — with the people, licences and infrastructure to serve MEA markets — the Middle East and Africa — from bases in Europe and the Gulf.
Who we are
One partner for the whole chain
Medfoods is a one-stop solution for everything an FMCG business needs to reach a market and stay in it. Rather than covering a single link in the chain, we hold all of them — and our services are what define how we operate.
We manufacture and co-pack. We distribute across every channel. We move and store goods through our own network of hubs. We finance the trade in between, and we give both sides live visibility of it through our ERP. A supplier deals with one counterparty instead of six; a retailer deals with a partner who owns the outcome rather than one part of it.
How we deliver that depends on the market. In Algeria and Syria we operate directly through joint ventures we own and manage. Elsewhere we work indirectly, holding the regional mandate ourselves and appointing local distributors we select, supply and supervise. Two models, one standard of service.
Our objectives
Navigating complexity, delivering growth
The first call a global FMCG manufacturer makes when they need these markets covered properly.
Building and scaling our own and our partners’ regional brands with the same rigour we apply to global names.
Consolidated freight, regional hubs and in-house financing that lower landed cost rather than adding a margin to it.
Full ERP visibility of stock, orders and shipments shared with suppliers and customers alike.
Our values
What we hold ourselves to
Integrity
We commit to what we can deliver and say so early when circumstances change. Our reputation with suppliers is the asset the business rests on.
Accountability
One partner, one owner of the outcome. We do not hand a problem back with an explanation of whose fault it was.
Resourcefulness
Our markets reward the party who can find a way through. Solving the problem in front of us is the job, not the exception.
Transparency
Real-time data, open costs and clear terms. Partners see exactly what we see.
Long-term partnership
We build relationships that survive a bad quarter, on both sides of the trade.
Manufacturing Services
We produce on behalf of retailers, wholesalers and brand owners who want product made to their specification without building a factory to do it. That covers formulation and sampling, sourcing of raw and packaging materials, production planning and the finished pallet ready for export.
Our manufacturing partners are audited and certified for the destination market, so halal, health and labelling requirements are designed in from the first sample rather than discovered at the port. For brand owners entering the region, this is often the fastest route to a product that is compliant, price-competitive and locally credible.
Distribution Services
We take brands to market and keep them there. Our teams and partner networks cover the full spread of channels in each territory — international and regional retail chains, the traditional trade that still carries the bulk of volume in North Africa and the Levant, cash-and-carry wholesale, and foodservice operators.
That means listings and negotiation, shelf execution, promotional planning, price architecture and the day-to-day account management that keeps a brand from quietly disappearing between visits. Where a market calls for it we appoint and manage territory distributors under our own supervision rather than handing the brand over.
Logistics Services
Six logistics hubs and long-standing forwarder relationships let us move goods on consolidated freight rather than as isolated shipments, which is usually where landed cost is won or lost. We handle booking, documentation, customs clearance and inland delivery as a single line of responsibility.
Storage is available ambient, chilled and frozen depending on the hub, with stock held in our name or the supplier’s. Because the same team manages the freight and the distribution, stock sits where demand is rather than where it happened to land.
Financial Services
Working capital is the constraint that stops most trades in our markets, not demand. We fund the cycle — paying suppliers on their terms while extending credit to buyers on theirs — and carry the exposure in between.
That includes arranging and confirming letters of credit, managing currency exposure across four operating currencies, and taking a considered view on buyer credit in markets where formal credit data is thin and relationships do the work instead. For suppliers it removes payment risk from an unfamiliar market; for buyers it removes the cash barrier to holding proper stock.
Live Data Tracking
Every order, container and pallet in the Medfoods network is recorded in our ERP, and we open that view to the people on both sides of the trade. Suppliers see where their stock sits across all six hubs and how it is moving; customers see order status and expected delivery without having to ask anyone.
Beyond visibility, the system is what makes the rest of the business work — it drives replenishment, flags slow-moving and short-dated stock, and produces the sell-out reporting that tells a brand owner what is actually happening in the market rather than what was shipped.