Agthia Group, a leading food and beverage company in the Middle East, has appointed Salmeen Alameri as its new CEO. Alameri brings over two decades of experience in technology, agriculture, and the food industry, having previously led Silal and served on Agthia’s board. His appointment comes as Agthia aims to achieve annual revenues of AED 6 billion by 2025, focusing on strategic acquisitions, digital transformation, and expansion into key markets like Saudi Arabia.
In a significant leadership move, Agthia Group has appointed Salmeen Alameri as its new Chief Executive Officer. This decision aligns with the company’s ambitious growth strategy, aiming to solidify its position as a regional leader in the food and beverage sector.
Salmeen Alameri: A Visionary Leader
Salmeen Alameri brings a wealth of experience to Agthia. With over 20 years in technology, agriculture, and the food industry, he has a proven track record of driving businesses toward positive community impact. His previous roles include serving as the CEO of Silal, an ADQ company focused on diversifying food sources and stimulating the agri-food sector. Under his leadership, Silal achieved notable milestones, such as a 50% reduction in water usage and a 10% decrease in energy consumption across 100 farms, showcasing his commitment to sustainability .
Alameri’s strategic vision and customer-centric approach have been instrumental in his career. At Silal, he led numerous high-tech agricultural projects both locally and internationally. His efforts in integrating technology with agriculture have been recognized, earning him a spot among Forbes Middle East’s Top CEOs in 2024 .
Agthia’s Strategic Growth and Expansion
Agthia Group has been on a robust growth trajectory. In 2022, the company reported a net revenue of AED 4.07 billion, marking a 33% increase compared to the previous year. This growth is attributed to strategic acquisitions and diversification of its product portfolio. The company’s net profit also rose by 14% to AED 247 million during the same period .
Looking ahead, Agthia aims to achieve annual revenues of AED 6 billion by 2025. A significant part of this strategy involves expanding its footprint in key markets, particularly Saudi Arabia. The company is investing between SAR 80 to 90 million in constructing a protein facility in Jeddah, expected to be operational by the first quarter of 2024. This facility will complement Agthia’s existing water facility in the region, underscoring the importance of the Saudi market in the company’s growth plans .
Embracing Digital Transformation
In line with global industry trends, Agthia is accelerating its digital transformation initiatives. The company has signed a Memorandum of Understanding with Microsoft UAE to revolutionize various aspects of its operations, from customer service to production and employee engagement. Key initiatives under this partnership include:
Artificial Intelligence Integration: Implementing AI technologies to enhance customer experiences, starting with Agthia’s Water Home Delivery Contact Center .
Smart Retail Stores: Leveraging Microsoft Dynamics Retail and POS solutions to establish digital stores, beginning with the Abu Auf brand, before scaling across the group .
Employee Engagement: Deploying Microsoft Viva to improve employee experience, engagement, and continuous learning, reinforcing Agthia’s commitment to being an innovative workplace .
These initiatives are part of Agthia’s five-year growth strategy, emphasizing the company’s commitment to becoming a consumer data-driven organization. By embracing digital tools, Agthia aims to identify opportunities for market expansion, operational excellence, and sustainable business practices throughout the FMCG value chain .
Innovations in Product Portfolio
Agthia continues to innovate within its product lines, particularly in the snacking segment. The company has launched new products under the Al Foah dates brand, including the “Freakin Awesome” whole and stuffed dates, targeting UK and European retail channels. Additionally, Agthia’s BMB brand introduced premium and value chocolate offerings in markets such as the UAE, Saudi Arabia, and Qatar. These innovations reflect Agthia’s commitment to meeting evolving consumer preferences and expanding its global reach .
Sustainability Initiatives
Sustainability remains a core focus for Agthia. The company has achieved an 8.6% reduction in water usage over the past nine months and has launched the first locally sourced and produced 100% rPET water bottle in the region. Energy consumption has also been optimized through the installation of solar panels across various sites. These efforts align with Agthia’s goal to reduce carbon dioxide emissions by 11,000 tons over the next three years, reinforcing its commitment to environmental stewardship .
The appointment of Salmeen Alameri as CEO marks a pivotal moment for Agthia Group. His extensive experience in technology and agriculture, coupled with a proven track record in leadership, positions him well to steer Agthia toward its ambitious goals. With a clear focus on strategic expansion, digital transformation, product innovation, and sustainability, Agthia is poised to strengthen its position as a leader in the food and beverage industry.
