Wholesale
Our wholesale business sells the goods we import locally. Mediterraneo does this in two ways: we sell our items raw as well as under our two brands: ElZaeem and Effendina.
We trade imported farmer-dressed commodities in bulk vessels and containers (by the thousand tonnes) to local merchants who can then process it or resell it as is. This is often a quick way for merchants to get a large amount of product since they get the commodities delivered to them straight from the port.
On the other hand, under our brands, ElZaeem and Effendina sell manufactured commodities. Our brand ElZaeem sells a range of products from pulses, grains, and spices in sacks of up to 25 kilograms. These have been cleaned and treated in our factories and packaged using Rovema machinery. Our second brand, Effendina distributes fava beans imported from Australia.
HoReCa
As part of the macro expansion plan of Mediterraneo and based on the accumulated years of strength and experience in the wholesale trade business, the HoReCa Business unit was launched in June 2021 with a plan to supply & distribute a wide range of our trading commodities to hotels, restaurants, and cafés. The plan was initially set to serve this segment in Greater Cairo & Alexandria as an introductory phase and to gradually evolve afterward to be serving all Egypt governorates.
The HoReCa unit is divided into two main sales divisions. Division A handles the business development & logistics plan of all types of pulses, grains, and spices under the name of AL Zaeem which is a two-level quality sorted brand with high-end standards to meet and exceed all quality and compliance requirements needed by our clients. While Division B handles the coffee business with a plan that includes the supply of quality packed beans under the name of RGB, we also supply state-of-the-art coffee machines with superior after-sales maintenance services.
Retail
We launched two retail brands providing the local market with a range of pulses, grains, and spices. The first to launch was our sustainable brand, Dayma, which we began to distribute at the end of 2021. Followed by our second brand, AL Zaeem which we launched in 2022.
Today, we are selling our products at around 700 points of sale which include Carrefour, Metro, Alfa, Geant, Oscar, and more.
