In the bustling landscape of the Middle East’s food distribution industry, Bidfood stands as a pioneer, weaving a narrative of disruption, innovation, and a steadfast commitment to sustainability. Bidfood has been a trailblazer, introducing industry-altering concepts such as HORECA and, more recently, the groundbreaking myBidfood, the region’s first-ever e-distribution platform in 2020.
As we sit down with Bidfood Middle East’s CEO, Hisham Aljamil, the visionary leader paints a vivid picture of the company’s journey and its role in shaping the future of food distribution. Three key channels are highlighted as the compass for the future: governance, localisation, and sustainability. These avenues also open doors for attracting talent, ensuring business stability, and forging meaningful partnerships.
Bidfood, a global entity under the Bidcorp umbrella, is portrayed not only as a business powerhouse but as a decentralised force with a penchant for acquisitions, averaging an impressive seven per year across five continents. In the Middle East, Bidfood reigns as the leading partner to the foodservice channel, born two decades ago in the UAE and expanding its footprint across markets in KSA, Oman, Bahrain, and Jordan.
Aljamil reflects on the company’s evolution since their helm, emphasising a singular focus on becoming the paramount partner to the F&B industry. This mission spurred the creation of an entrepreneurial environment, fostering innovation and growth within the organisation. The unwavering commitment to clients, sustainable brand partnerships, and a pivotal role in community building underscore the CEO’s leadership philosophy.
Bidfood’s commitment to sustainability is not just a tagline; it’s ingrained in the company’s DNA. The initial intention to streamline deliveries for efficiency has evolved into a holistic approach. Sustainability now permeates the organisation’s culture, promoting diversity and giving back to society through various initiatives.
Looking ahead, Bidfood anticipates trends that include a focus on sustainable products, digital integration, local sourcing, and a rich infusion of multi-cultural and diverse cuisines. The company positions itself as a frontrunner, integrating the myBidfood digital platform, sourcing from over 60 countries, and launching innovative products like Impossible and Onlyegg, ensuring chefs have a one-stop-shop for their culinary creations.
In the face of the unprecedented challenges brought by the COVID-19 pandemic, Bidfood faced a double-edged sword. Navigating the hospitality-focused challenges required resilience and adaptability. Aljamil recounts the rollercoaster ride, from overstock challenges to a sector-wide drop of over 50%. However, the experience reinforced the idea that people are the backbone of any business, and solidarity and teamwork can weather any storm.
As Bidfood spans its presence across multiple countries in the Middle East, Aljamil ensures that all mechanisms are in place to ensure consistent quality and service. Despite physical distances, a committed and connected team, shared values, and the myBidfood platform ensure a seamless experience for customers across different markets.
In a glimpse into the CEO’s leadership approach, humility and leading by example emerge as core values. The belief that people leave businesses, not the other way around, underscores the interconnectedness of the Bidfood team, partner brands, customers, and the foodservice industry. Innovation is not just a department’s job; it’s a collective responsibility for everyone.
For aspiring entrepreneurs entering the dynamic food distribution industry, Aljamil offers sage advice: it takes heart, dedication, consistency, learning from mistakes, and above all, a genuine passion for the business.
Bidfood’s commitment to corporate social responsibility echoes loudly. Beyond mere lip service, the company collaborates with governmental institutions, engages in volunteer programs, and emphasises best practices to reduce carbon emissions across the logistical value chain. Sponsorships become a vehicle for giving back to society through the brands in Bidfood’s extensive portfolio.
Diversity and dynamism define Bidfood’s workforce, and Aljamil shares insights into fostering a culture of inclusivity and innovation. Inclusiveness spans gender, race, and thought, coupled with training and development to instill a growth mindset from within. Transparency and empowerment cut across all organisational grades.
Looking to the horizon, Bidfood hints at upcoming projects, expansions, and partnerships. Geographic expansion, value-adding opportunities, and a disproportionate focus on expanding the e-commerce presence across the region are on the company’s agenda.
Outside the boardroom, Aljamil unveils personal passions that balance the demanding role of a business leader. Family time, paddle playing, a love for the sea, and indulging in reading provide the necessary equilibrium for a leader driving innovation in the competitive world of food distribution.
In the pages of Bidfood’s story, disruption is not merely a buzzword; it’s a commitment to reshaping an industry. As the company looks ahead, the narrative is one of innovation, sustainability, and a community-centric approach, with Aljamil steering the ship towards a future where Bidfood is not just a market player but a tech-driven force shaping the Middle East’s foodservice landscape.
