3. Alexandria For Seeds Processing & Derivatives
Our History
Alexseeds is one of the Major Soy bean crushers & Oil Refiners in Egypt and the
region.
The company started in 2000 As a family business owned by Eng. Assem Ibrahim
In 2009 Alex Co. changed its Legal form to Egyptian Joint Stock Company and had
been registered in the Egyptian Stock Exchange.
The Company enjoys more than 50% of the soy bean meals and oils Market in
Egypt.
Alexseeds Has been certified with ISO 22000 for food safety and management in
2009.
Alexseeds has been certified as an OHSAS 18000 for industrial safety in 2010.
Alexandria For Seeds Processing & DerivativesAlexandria For Seeds Processing & Derivatives
4. My big issue in solo is :-
Every quarter we have new structure ?
5. What do We want to do?
We want to offer Egyptians, and Arab consumers a “better for you” food
products, that doesn’t let them compromise on quality, taste, and price
affordability.
We want to Actively support our Country’s welfare & economic progress,
by working with the state of the art industrial technology through Egyptian
hands & minds, using 100% safe and natural raw materials
We want to become a full integrated company, offering Soy-based food
solutions to our industrial clients as well as our consumers.
What we want to do ?
9. SOLO For Food Industries
SOLO For
Food
Industries
Regional
Presence
Channels
Presence
Capabilities
Brands
10. Greater
Cairo
Greater Cairo
represents 45% of the
Egyptian Market
The company
manages 2
distributors ( Cairo &
Giza )
Greater Cairo is
covered by 7
Wholesale DSFs, 14
Retail DSFs, 2 Key
retail DSFs, 2 Food
Service DSFS
Alexandria
Egypt’s 2nd biggest
city, with 15%
contribution to the
Egyptian Market
The company owns a
distribution center in
Alexandria
Alexandria is covered
by 3 Wholesale DSFs, 8
Retail DSFs, 1 Key
retail DSF, and 1 Food
service DSF
Delta
Egypt’s biggest
region, with 30%
contribution of the
Egyptian Market
The company owns 6
Distributors in Delta
Delta is covered by 5
Wholesale DSFs, 10
Retail DSFs, 3 Key
retail DSFs, and 2 Food
Service DSFs
Upper
Egypt
Represents 10%of
Egypt’s Market
The company owns 3
distributor in Upper
Egypt Located in El ,
Menia, assyout, and
Luxor
Upper Egypt is covered
by 6 Wholesale DSFs, 9
Retail DSFs
Regional presence
11. Wholesale
•25 Dedicated
Wholesale DSF
all over Egypt
•We have the
capability to
cover 1400
Wholesaler
monthly
•The company
runs loyalty
scheme
programs with
key
wholesalers in
Egypt.
Retail
•35 Dedicated
Retail cash
vans and DSFs
all over Egypt
•We have the
capability to
directly cover
9500 outlets
monthly with
the possibility
to cover
15,000 outlets
during
pipeline filling
Key Retail
•With 8
dedicated Key
retailers DSFs
all over Egypt
•We have the
capability to
cover 600 of
the top
retailers all
over Egypt.
•The company
has valid
contracts with
these key
retailers
Food Service
•With a
dedicated
distributor in
Sharm el
sheikh, and 6
dedicated
DSFs all over
Egypt the
company has
access to the
most
important
food service
customers in
Egypt.
Modern Trade
•In partnership
with Carry on
& Crew, and
with a
dedicated
distribution
facility, and
sales team
they company
enjoys a 100%
coverage to
Egypt’s
modern trade
channel.
Channel Presence
12. Capabilities
Strong Sales calibers coming from the world’s strongest
FMCGs.
A reliable ERP system, stock management system, logistics,
and customer service model.
Eligibility to import, export, manufacture, and outsource
operations.
A strong Finance & Accounting team & model.
A professional market support both ATL & BTL backed up by
Egypt’s largest, oldest and strongest Advertising agency.
14. Edible Oil Market in Egypt
Sunflower
Low on saturated fats,
low on cholesterol,
suitable for all cooking
purposes, light in color,
no scent or taste in food,
light on stomach, food is
not oily, cheaper than
corn oil
Expensive when used in
frying because it is light,
it gets burnt very quickly,
light in texture, it’s a
financial burden to fry
with sunflower, especilly
it is more expensive than
mixed oil
Corn
Healthiest among
cooking oil, very
premium, saturated fats,
and cholesterol free,
recommended by
doctors, light in color,
and light on stomach, no
color or scent in food
Very expensive, not
suitable for all cooking
purposes
Mixed
A must-have oil used on
daily basis, cheap &
Reasonably prices, thick
in texture, thus tolerates
high temperature when
frying, thus stays longer
Full of sat fats, and
cholesterol, very heavy
on stomach, not suitable
for cooking purposes,
leaves undesirable after
taste and scent in food,
dark in color, produce
large amounts of smoke
PROS
CONS
15. Sensorial & Taste ( SF vs. Soy vs. Palm oil )
•70% preferred the Fries fried using Soy
•63% “ Having just the right amount of flavor”
•56% “ Right amount of crispiness”
•56% Aroma is just like a potato
Health & Fats
•25 gms of Soy a day, reduce the risk of heart diseases ( FDA approved )
•Soy oil is a major non-fish source of Omega 3 Fatty acids & DHA which is essential for the
following ( brain functioning, development of nervous system, visual ability during the first
6 months of life, lower heart disease risk )
• Soy Oil is the largest source of Vitamin E, which is an antioxidant defense against cell
damage, which helps prevents cancer & heart diseases
• Health threats that SOY can help reduce or prevents are ( reduce High cholesterol, high
blood pressure, diabetes, improve bone health, depression, asthma, ADHD, Breast cancer,
Colon Cancer, Skin disorders, inflammatory bowel disease, and prostate cancer )
Convenience & Value for Money
•Soy Bean oil despite light in texture and color, but it can be used for frying up to 10 times
•Soy bean oil is a multi purpose oil, cooking, frying, and even baking is all possible
•Soy bean Oil is cheaper than Sunflower and corn. ( 10.5/10.75 LE )
That’s why it is THE WELL Balanced oil
The SOY Revolution
16. Sunflower
Low on saturated fats,
low on cholesterol,
suitable for all cooking
purposes, light in
color, no scent or taste
in food, light on
stomach, food is not
oily, cheaper than corn
oil
Expensive when used
in frying because it is
light, it gets burnt very
quickly, light in
texture, it’s a financial
burden to fry with
sunflower, especially it
is more expensive than
mixed oil
Corn
Healthiest among
cooking oil, very
premium, saturated
fats, and cholesterol
free, recommended by
doctors, light in color,
and light on stomach,
no color or scent in
food
Very expensive, not
suitable for all cooking
purposes
Mixed
A must-have oil used
on daily basis, cheap &
Reasonably prices,
thick in texture, thus
tolerates high
temperature when
frying, thus stays
longer
Full of sat fats, and
cholesterol, very heavy
on stomach, not
suitable for cooking
purposes, leaves
undesirable after taste
and scent in food, dark
in color, produce large
amounts of smoke
Soya
Multi purpose oil for all
cooking purposes, Low on
saturated fats, lowers
cholesterol, has multiple
health benefits, possible
for frying many times with
no scent or color left on
the food, tolerates high
temperature despite its
light color, cheaper than
sun flower, and not very
expensive compared to ,
the mixed oil, its ALL in
ONE oil.
Shift Shift Upgrade
The Hole we want to fill……
17. The first 100% soy bean oil ever marketed and
branded in the middle east & Africa.
Has been launched in July 2012 supported by a
360 campaign featuring key note celebrities and a
nutritionist
Positioned as : A Multi Purpose oil with Multi
health benefits
Price index : 100% to Sunflower oil
Results : in 5 months
ND = 15%
WD = 35%
Volume share = 8%
Currently available in : Egypt, Syria, Lebanon,
Palestine, Madagascar & Mauritius.
SOLO
18.
19.
20.
21. shatara
The Healthiest blended oil in the
market
Launched Mid- June 2012,
supported by a strong ATL
campaign
Positioned as : The Ultimate frying
solution for the family
Price Index = 90% vs. Market
Leader
Results
ND = 17%
WS = 35%
Volume share = 9%
22.
23.
24. kramesh
The second Healthiest blended oil
in the market
Launched Mid- Nov 2013,
Positioned as : The Ultimate frying
solution for the family
Price Index = 85% vs. Market
Leader
