Saudi’s Al Diyafa rebrands to boost market presence

Saudi-based foodservice distributors, Al Diyafa, rebranded itself under the Bidfood name starting July 2019, it said in a statement yesterday.

The rebranding, effective July 1, will change Al Diyafa from disparate regional entities to a global network of international brands and will be collectively known as Bidfood Middle East.

The identities of each brand will be modified to better represent the global Bidfood brand, which entails a new logo, an adapted social media presence, a regional website, and collaterals paired with new concepts to strengthen and optimize service as well as partner and client relationships.

“We are truly delighted to consolidate under our parent company Bidfood brand to embrace a shared vision as one connected network in the Middle East,” Sleyman Ibrahim, General Manager at Al Diyafa, said.