Federal Foods has created three strategic Business Units namely Retail, Foodservice and Wholesale based on the segments they service.
With a huge customer base ranging from hypermarkets to 5 star hotels to the corner grocery, the aim was to give a customer specific service. Each of the three units caters to a different clientele, hence the requirements, level of service and product portfolio differ substantially.
We have customized this approach much further by classifying the segments into channels based on customer attribute, specialization and nature of business. For eg.: our sales team handling Arabic restaurants is different from the one handling quick service restaurants. This customized classification allows us to ensure a wide coverage and a deep market penetration by directly calling on the various trade channels and spectrum of store formats including hypermarkets, supermarkets, self-service stores, groceries, restaurants, cafeterias, etc.
Each of the above business unit has its head of division who has under him the channel development managers and field sales managers.
The channel development managers are specialized in their channel with complete market and product knowledge. Their experience and understanding of the customer is unparalleled. They are assisted by the field sales managers who have the sales team directly reporting to them. Each unit is trained and well equipped to handle the needs and wants of the specific segment.
The retail business unit consists of an experienced team of sales people that ensure full coverage the retail segment. The client base is divided into what we refer to as Modern Trade (MT), Traditional Trade (TT) and the Co-operatives. The MT customers are the large hypermarkets and supermarket chains, TT are the medium sized chains and stand alone stores, the co-operatives as the name suggests are the local authority initiatives.
Modern Trade
The UAE fmcg scene has changed dramatically with the emergence of international and local hypermarkets. This segment warrants a sophisticated and trained sales team as the segment is very organized and refined in their approach. Each of our MT sales executive has years of experience behind him. They are well prepared to meet any challenges posed to them.
Co-Operatives
As the name suggests Co-operatives are local authority initiatives. They follow the same format of hypermarkets but enjoy a different clientele. Each emirate of UAE has a chain of co-operative stores and over the years they have emerged a important channel of business. We have a separate sales team for this channel of business.
Traditional Trade
Even though the hypermarket format has emerged as the biggest segment business wise, they haven’t been able to dislodge the smaller supermarkets and supermarket chains. The clientele and buyers for this format of trade are very different, so is our sales team for them. Our sales team understands the specific approach required and the product requirement for this segment.
Direct Selling (Cash Vans)
Federal Foods Van sales team caters to the corner groceries and shops which need frequent re-filling and daily supply. The division is equipped with the latest PDT handled device for stock management and enhanced professional service to the clientele.
Their coverage also extends to the non-traditional channels including petrol stations and schools.
Some of our prominent customers are:-
Establishing its Food Service Division in 2001, Federal Foods has quickly gained prominence in the country’s foodservice industry supplying quality products to the most prestigious hotels, restaurants, and catering companies as well as to a wide range of other food providers in the UAE.
With solid years of experience as a premier foodservice provider, Federal Foods serves up the widest range of products from the most reliable global and local brands. No wonder that today, Federal Foods enjoys a major share in the UAE food service industry market: 90% of 5 star hotels, 84% of class A restaurants, 88% of class A catering, 88% of bakeries, and 80% of wholesale.
With dedicated and experienced Food Service workforce and an impressive network of the most prestigious food Service Brands, procurement for the kitchen needs according to the growing demands. The Federal Foods Food service team brings in a touch of personalized service. Behind every handshake is a growing commitment to cultivate a long-term relationship – is the feeling our foodservice team carries with it.
The Food Service division also hosts renowned chefs to conduct workshops, kitchen courses and other product development activities which helps customers in using our products to their optimum at the State of the Art Business Development Centre. In addition, the division also encourages and organizes training classes for the junior and upcoming chefs of UAE. The training classes are organized in association with the Emirates Culinary Guild (a WACS endorsed authorized UAE culinary Institute)
Some of our prominent customers are:-
A major re-export hub and the emergence of food industry has carved a space for a segment whose requirements are voluminous in nature. The wholesales customers are lesser in number but have a high tonnage turnover. Moreover the product requirements are different based on seasons and international trends.
Our sales team for this segment has hands on experience and knows the pulse of the market. The team consists of a team of sales executives headed by a Field Sales Manager. Some of the channels include trading houses, exporters, ship chandlers and processing industries in the UAE.