Qebaa at a Glace



Qebaa was established in 1979 in Alexandria, Egypt. The restless efforts and the dedication of an energetic professional team have placed Qebaa as one of the most successful and fast growing FMCG companies in the Egyptian market. Today, Qebaa is considered as one of the biggest agents and importers of famous fast moving consumer goods. Moreover, it is the main distributor of food and nonfood products in the Egyptian market as it distributes an extensive range of a variety of food commodities and household products.

Qebaa serves different classes of customers including, wholesalers, hypermarkets, supermarkets and convenient stores.

Qebaa in the field FMCG Industry



FMCG industry is one of the major industries in the world. Fast Moving Consumer Goods (FMCGs) are referred to as 'fast moving', quite simply, because they're the quickest items to leave the supermarket shelves. They also tend to be low cost items. FMCG industry is made up of a huge range of famous brand names that customers use regularly. They are the essential items customers purchase when they go shopping and constantly use in their everyday lives. Cleaning and laundry products, personal care items and food stuffs make up a large bulk of the goods in the FMCG arena. Many food and nonfood products are considered fast moving consumer goods too.

As the leading FMCG Company in Egypt, Qebaa is characterized by its ability to produce the items that are in highest demand by consumers .That is to say, Qebaa is committed to improving the quality of people's lives through nutrition and health. Our mission is to provide the finest choices in a wide range of food and nonfood commodities.

Qebaa’s strength and profound understanding of the Egyptian consumer and famous trademarks as well as its wide distribution skills have contributed effectively in its rapid growth in the FMCG field. Qebaa has rapidly scaled up presence in FMCG distribution comprising branded foods and commodities, at an impressive pace over the last several years. The Company's unwavering focus on quality, innovation and differentiation backed by deep consumer insights further strengthen its leadership position in the Egyptian FMCG industry. The competitiveness of Qebaa’s diverse businesses rest on the strong foundations of institutional strengths derived from its deep consumer insights, cutting-edge research & development, distinguished product distribution, efficient trade marketing and dedicated human resources.

Qebaa in the field FMCG Industry



FMCG industry is one of the major industries in the world. Fast Moving Consumer Goods (FMCGs) are referred to as 'fast moving', quite simply, because they're the quickest items to leave the supermarket shelves. They also tend to be low cost items. FMCG industry is made up of a huge range of famous brand names that customers use regularly. They are the essential items customers purchase when they go shopping and constantly use in their everyday lives.

Cleaning and laundry products, personal care items and food stuffs make up a large bulk of the goods in the FMCG arena. Many food and nonfood products are considered fast moving consumer goods too.

As the leading FMCG Company in Egypt, Qebaa is characterized by its ability to produce the items that are in highest demand by consumers .That is to say, Qebaa is committed to improving the quality of people's lives through nutrition and health. Our mission is to provide the finest choices in a wide range of food and nonfood commodities.

Qebaa’s strength and profound understanding of the Egyptian consumer and famous trademarks as well as its wide distribution skills have contributed effectively in its rapid growth in the FMCG field.

Qebaa has rapidly scaled up presence in FMCG distribution comprising branded foods and commodities, at an impressive pace over the last several years.

The Company's unwavering focus on quality, innovation and differentiation backed by deep consumer insights further strengthen its leadership position in the Egyptian FMCG industry.

The competitiveness of Qebaa’s diverse businesses rest on the strong foundations of institutional strengths derived from its deep consumer insights, cutting-edge research & development, distinguished product distribution, efficient trade marketing and dedicated human resources.

Board of Directors


Sobhi Hamidou Sobhi
'Chairman and the Founder of Qebaa'

Mr. Sobhi Hamidou is graduated from the Faculty of Commerce- Alexandria University. He is a pioneer in the distribution industry in Egypt. With his broad experience in the field of FMCG industry, he is well versed with the customs and opportunities of Egyptian Market.

Ahmed Sobhi Hamidou
'Board Member'

He holds a Doctorate of Business Administration in Marketing and International Business. Mr. Ahmed Hamidou has been involved in Sales, Marketing and Strategic Business Development at Qebaa since 1997.

Abdelrahman Sobhi Hamidou
'Board Member '

Mr. Abdelrahman Hamidou is graduated from Arab Academy of Science and Technology - Business Administration. He has been working for Qebaa since 2004. He is highly involved in developing the agencies as well as finance and executive management.

Yasser Sobhi Hamidou
'Board Member '

Mr. Yasser Hamidou is graduated from Cardiff Metropolitan University- Marketing and International Business. He has been working at Qebaa since 2012. He is responsible for technology integration, marketing and business development in the company.

Chairman's Words

We strive to make a difference in everything we do to be a responsible partner.

From the first day our leadership do it’s best to choose the best brands with the highest quality to satisfy our customers and to maintain the relationship between the company and the consumer.

We also flourish with the guidance of a management team of experienced leaders in FMCG industry.

The dynamics of work requires, from Board of Directors and employees, to gather all possible efforts within the organization and to activate administrative principles that suit circumstances of the community in order to face the rapid challenges of the global markets and the intensity of global and local competition. So, we have worked on:

1. Building bridges of trust with customers and suppliers. For us, the customer is our main partner in success. We also work on selecting suppliers of high standard performance that enables us offer outstanding services.

2. Activating the role of our organization to the society and the economy.

3. Developing the Sales Volume by increasing the services provided to customers which enables us to increase the number of employees in a way that suits the organization.

4. Coping with technological development to improve our performance in all fields through communication channels, developing human resources, upgrading the level of personal output and the introduction of modern tools to help with a better performance with the creation of real communication channels in all directions of the obtained information, which helps to improve the performance of the organization.

5. Flexibility of management in taking decisions according to the permanent and fast changes that occur in the community and the market.

Sobhi H. Sobhi

We have worked with these companies

History and Evolution


A Modest Beginning

The Company's beginning was humble.
1979: Qebba Company for Food commodities was established in Alexandria as a Sole Proprietorship for selling individual Retail food products.

Development Stages

The Eighties and the nineties witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company. Those years marked the beginning of a long and eventful journey.

1980: Distribution and wholesale were added to the activities of the company using direct selling. This was done for local goods only. Big vehicles were used for that purpose.

1981: Importing goods were added to the activities of the company. Goods were purchased directly from importers of food commodities.

1982: The Company has followed a system for retail sales by taking orders in advance.

1983: The Company started to rely entirely on the computer to issue bills and manage accounts of customers, suppliers and warehouses.

1984: The Company began to get agency licenses. It started with Capri Macaroni and then became the official distributor of Sila Oil. Number of sales agents increased to 4 and vans became 2 instead of 1 only.

1989: The Company’s store has increased in size from 47 squares meters to 300 squares meter store with an independent Office of Management of the company and a vault of 400M.

1990: The importing activity was added where the company had imported various products such as tuna, ghee, natural palm oil and mackerel, black pepper and flour and other agents had been added to the company and it had become an agent of Arma for Food Industries and had also become the largest customer of other big companies such as Vitrac-Johnson wax - Fine Foods - Procter & Gamble. It had also become an agent for Lipton Tea in Alexandria and Matrouh. It was also during this period that the company had increased the number of wholesale dealers and had established a new sector for wholesale and distribution companies, and there had been an increase in the number of wholesale and retail agents to 10 sales agents and 6 vans.

96-90: During that period, the company had bought a separate place and founded the main branch on an area of 2400 square meters with a refrigerator of a capacity of 1000 tons and an administrative building of 3 floors and storage area of 1900 square meters and it included 1000 meters under construction. Work had started in 1996 and added the agency of Savola Sime Egypt.

2005: The opening of the company's new branch in Alexandria in (Arabisco St. the industrial area ,Airport Zone) it contained stores of agencies such as Henkel – Savola - Al Rashidi el Mizan - Nestle on an area of 5300 square meters and a building of services and administrations of agencies of 1000 square meters.

2010: Qebaa established a Transport Services Company of its own to transport goods from suppliers.

Currently

The company’s current Sales Force:

7 offices across Alexandria and Beheira

900 employees among them workers, drivers, accountants, sales and distribution representatives, supervisors and sales managers

7200 square meters storage space of 14 stores

A fleet of 220 light, medium and heavy load vans. By November 2014, the company will add a number of 60 vans.



Qebaa is an agent and an authorized distributor for a big range of famous brand names that are recognized from trips to the supermarkets or from ads on television: the ones everybody knows and trusts.



We are an authorized agent of some of the leading FMCG companies:





Nestlé (Alexandria &Matrouh):


Baby foods: Cerelac

Cereals: Fitness, Nesquik Cereal

Chocolate & confectionery: Quality Street, Kit Kat, Smarties, Lion

Coffee: Nescafé Classic, Nescafé 3 in 1, Nescafé Cappuccino, Nescafé Gold

Culinary: Maggi

Dairy: Coffee-Mate, Nido

Henkel:


Leading brands in laundry and dishwashing: Persil, Pril and Xtra

Al Rashidi Al Mizan (Alexandria &Beheira):


Halawa, Tahina, Jams, Tomato Paste and Molasses

Johnson Johnson Wax (Alexandria & Al Beheira):


Household brands: Glade, Pledge, Windex and Mr. Muscle

Dream (Alexandria and Al Beheira)



Govertina (Al Beheira and Kafr El Sheikh)



Afia Egypt:


Oil

Hero:


Vitrac Jam

Iffco Egypt


Sunny oil and Fern Pure butter

Milkana- Arma- Aujan



We are an authorized distributor for:

Pepsi – Kraft –Americana – Juhayna - Belle Egypt - President - Al Rashedy - Heinz - Al Jawhara- Imperil Corned beef - Arosa Tea – Regina - Papyrus for Paper Industry - Coca Cola - Saqr (Rotana) - Macaroni Queen –Mansour (Sunshine) - Kraft Egypt - Fine - Procter and Gamble

Vision, Mission and Values


We view our vision, mission and values, as organizational imperatives that provide direction in our actions and decisions. We expect everyone in the company to practice them daily in everything they say and do.

Vision


We strive to be the best at what we do, both internally and externally, and become the leading FMCG Distribution Network in Egypt through our performance, our people and our commitment to our core values. We are constantly improving to meet customers’ needs and expectations through our team of dedicated professionals, who value our customers.

Mission

To safely market and distribute Fast Moving Consumer Goods (FMCG) while offering innovative value added services. Our main mission is to serve the Egyptian market at all scales starting from the biggest supplier to the smallest consumer through using all our capacities and resources to maximize the benefit for all the stakeholders and for the company as well.

Our Core Values

We conduct our business in a socially responsible and ethical manner. We protect the environment and benefit communities where we work. Our company’s foundation is built on our values which is distinguishing us and guide our actions.

Since its inception, Qebaa has been governed by its core values. They shape the culture and define the character of our company. They guide how we behave and make decisions.

Honesty



At Qebaa, we believe that, to be truly successful in business, we must always be honest with our customers, our agents, and our employees. We believe that honesty make for the best relationships because it leads to trust. Without honesty, our company could not truly succeed.

Transparency



We encourage open communication, with partners, customers and among employees as well. We resolve to communicate openly, to respect others, to be fair with everyone. As the company grows, communication becomes more and more important.

Customer satisfaction



Serving our customers is our highest priority. Everything we do serves this purpose directly or indirectly. We respect our customers, understand their needs, and do our best to fulfill them through the services we deliver. Each happy and satisfied customer is a milestone for Qebaa.

Win-Win



We work to build lasting, Win-Win relationships with our clients and our alliance partners. We strive for WIN/ WIN in everything that we do.

Win-win deals are naturally sustainable, serving as a magnet to further clients’ relationships, the key to our recurring growth.

Proactivity



A key success factor is our proactivity in providing our clients and target markets with cutting-edge products. We will give you our very best: tremendous customer support and follow-through. Know as well that, should you choose to entrust us with your business, we will count it a privilege and a huge win for us.

Synergy



Companies’ success is greatest when the level of collaboration produces synergy. At Qebaa, we commit to relationships that are not merely long-term, but rather synergistic and intimate. We aspire to achieve a deep sense of alignment with all our customers and partners through an undertaking to fulfill their needs.

Our relationships with clients and business partners are characterized by mutual respect and professionalism at all times; our clients’ needs are to the fore; we aim to anticipate our clients’ needs and surpass their expectations; we honor our promises; we maintain a constant dialogue with our clients and so ensure their long-term satisfaction

Innovative thinking



It’s innovative thinking that distinguishes Qebaa and makes it stand as the first network FMCG distributor in Egypt. As modern life accelerates and technology continues to advance, consumers expect everyday products to keep up too. That’s why Qebaa is always on the lookout for the next great innovation. Our objectives are to collaborate with companies of international standards that can provide us with new and innovative products that will cater to consumer needs and satisfaction.

New products launches, new schemes, new brands, and new marketing activities are springing up across the sector.

We stay ahead of and differentiate ourselves from the field by promoting creativity and innovation and by nurturing a pioneering spirit; we actively monitor the market and we are exploring new opportunities; our strategy undergoes fine-tuning at regular intervals and any changes are swiftly implemented; principles guide all our activities;.

At Qebaa, we understand the importance of innovation. As the name implies, FMCG products are produced and consumed at an incredibly fast pace and the corporations operating in the industry must respond quickly and effectively to fluctuations in the market and to customers’ needs. To do so, we invest a great deal in development, which must be matched with consumer needs.

As we address our innovation process in response to technological developments, and steep competition. With these objectives in mind, we have worked to develop an advanced computer system to ensure a higher success rate in the market.

Quality



The Company’s high -efficiency operating systems provide products of a high standard of quality that match the highest international standards for products safety.

The company is working hard to reach a leading position and is looking for opportunities to import and distribute high-quality goods needed for market penetration to meet all customer needs.

Qebaa is also working on customer’s satisfaction by providing quality at all levels. The company follows strict quality controls to ensure the provision of high quality products. It should be noted that the quality company’s experts and researchers are working to ensure that all products undergo quality checks at all levels: the product level control standards and the characteristics of food or health products and ensure the efficiency of vehicles. That is to say, strict adherence to safety guidelines and to our own quality system leads to meet customers’ demands for safe and healthy products. In addition to that, the company is keen to protect the interests and rights of employees, customers, community and the environment in which we live.

Qebaa’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards. At Qebaa, the quality is monitored continuously and we ensure that quality standards are scrupulously adhered to while choosing products.

Warehouses



With FMCG field, being extremely competitive business, it’s imperative to ensure fast, accurate arrival and distribution of products in order to reach the consumer in an efficient manner.

As one of the most crucial areas for efficient distribution is within the warehouse, at Qebaa, quality control in a warehousing process is important tool to prevent the non- satisfactory goods get to the customer. We take care of all the processes needed to implement quality control and management in such a way that it meets the requirements. That is why various rules and regulations are put into consideration define the general conduct of the warehouse operation:

1. Warehouses are equipped with forklift trucks to make delivery process more efficient in both time and quality.
2. Warehouses use computers for planning and data entry.
3. Warehouses are secured against theft and fire.
4. All products go through numerous checks to ensure that goods, whether being brought in from our suppliers or going out to our customers are in good condition as we are very serious when it comes to our customers’ health and safety.
5. We check constantly warehouses maintenance and cleanliness.
6. We keep records and reports of all incoming and outgoing products.
7. Follow up with Reverse logistics – Return of goods in the event of shutting down operations and disposal of obsolete and damaged goods.
Vehicles Service Centre

We have a full independent service centre for our vehicles where vehicles are regularly checked from every aspect to ensure the safety of our personnel. We regularly renew and replace our vehicles; we have set a 3 year period as the maximum before the vehicle is replaced with a brand new one.

Technology Integration



Successful FMCG companies of today are taking advantage of new technologies to build intelligent business processes. That’s why we excel in linking consumer brands with market success via innovation and smart application of technology.

Integration of pioneering technologies, coupled with development and adoption of modern strategies should be a hallmark of all business procedures in Qebaa till delivery. That is why we are constantly working to provide clients with smart solutions to meet the ever-changing challenges and dynamics of modern markets.

At Qebaa, we are always looking for improvement in efficiency levels. That’s why we adopt new technologies in order to ensure faster access to accuracy and ease at the logistics and warehouse level.

Computer system



All departments are using computers for planning, collating data, managing budget and reporting

An ERP system



Enterprise Resource Planning (ERP) is an integrated set of subsystems that integrates all facets of the process including planning, sales, marketing, purchasing, warehouses, logistics, accounting… etc. ERP software advocates smooth flow of data.

It facilitates each and every department of a business to save details in real-time. Moreover, it ensures less chance of errors in all stages and reduces lead time.

ERP helps automate the company's business processes by employing an integrated data set, and an integrated code set. ERP provides two major benefits: a unified enterprise view of the business that encompasses all functions and departments; and an enterprise database where all business transactions are entered, recorded, processed, monitored and reported which increases the requirement for, and the extent of, interdepartmental cooperation and coordination.

A data network



Qebaa has implemented a data network at its corporate offices in all its branches for easier communications. It is an electronic communications process that allows for the orderly transmission and reception of data and other types of documents between the various departments. This brings about faster access to information, cost control and complete sales information.

GPS Fleet Management Software



It has been used since 2011 as we have used GPS tracking to oversee the trucks activity and to improve the efficiencies in all aspects of distributions across the region. PS Fleet Management Software is implemented not only to ensure the safety of our personnel and vehicles but also to always improve on our distribution and overall logistics.



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Contact Details

Head Office
Umm Zghio Road , ElAmriya, Aiexandria.
Tel: (+2) 033011631 - (+2) 033011632
(+2) 033013419 - (+2) 033013420
Fax: (+2) 03 301 4277
Mobile: (+2) 01066683569

Smouha branch:
Arablsco Street IndustrialRegion
beside Workers University - Alexandria Egypt
Tel,fax: (+2) 033831357

Behera Branch:
Admon Land,
Tel,Fax: (+2) 0453348330
Mobile: (+2) 01000753053

Import & Export Manager
Mobile: (+2) 0106 096 0699
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