Background - AMS Baeshen Company Profile
AMS Baeshen & Co. was established some eighty years ago, as a family concern, trading in a wide range of Fast Moving Consumer Goods, including foods and detergents. The business grew from modest beginnings and, some time later, the business was successful in obtaining exclusive distribution agreements with various multinational FMCG companies for the Kingdom of Saudi Arabia.
The next phase in the development of the Company was to pursue a strategy of vertical integration, and to develop and market its own brands rather than be restricted to being merely a distributor.
This was the time, a unique concept in the Middle East which has since been copied by many other businesses. The strategy bore fruit and freed the Company from its ties to large multinational organizations, allowing business to prosper substantially and a new product portfolio of tea and sugar to emerge.
In 1994, the business embarked upon a major investment and expansion program. This has resulted in the recruitment of a professional management team to support the growth of the business, and bring in specialist skills. Part of this strategy included the building of a tea blending and packing facility in Jeddah which became fully operational in 1995. The factory is one of the most advanced in the world, and demonstrates the Company’s commitment to quality and the long term future of the business.
The Company remains a family led, paternalistic and people oriented business, with strong traditions and work ethics, and is a major force within the Saudi Arabian food and drink market, principally the tea sector.
Rabea Tea is the Company’s flagship which occupies a leading position in the loose tea market followed by its fast growing teabags segment. The most recent innovative breakthrough being introduced is a re-sealable teabag pack. Each 25 teabags are foiled-wrapped to keep it fresh and can be stored hygienically even for a longer period. Rabea’s Tea full range of products are long leaf teas, CTC, specialty teas, string & tag teabags, green tea, flavored and herbal teas.
Aside from teas, the Company is also having cube sugar in its portfolio. Within the premium sugar brands, Bee sugar cubes and shapes are leading the market.
The Company is determined and committed to building functional and innovative brands. It recently diversified into the retail market and introduced “Teayana” as a new brand. Teayana is a very comfortable place to dine and enjoy the wide variety collection of rare teas of the world. Customers can also buy their favorite teas and enjoy it at the comfort of their homes.
In line with the Company’s philosophy, we have developed overseas distribution networks with strong, professional business partners, who share the same ethics and philosophy as ourselves.