Titled ‘Fergulf Trading UAE LLC’, the Strategic Partnership Establishes a Direct Distribution Channel for Ferrero Products in the United Arab Emirates (UAE), Excluding Abu Dhabi

The Ferrero Group (“Ferrero”), a global confectionery group, today announced it has entered into a strategic partnership with Al Seer Group, a leading FMCG distributor in the Lower Gulf. Effective immediately, the partnership – named FerGulf Trading UAE LLC – will see both parties combine forces to directly distribute Ferrero products across the UAE market, with the exception of Abu Dhabi.

The launch of FerGulf Trading UAE LLC is the culmination of a longstanding working relationship between Ferrero Gulf and Al Seer Group – one that began two decades ago.

Designed to consolidate the partnership between both parties, the strategic agreement will see Ferrero apply its unique business approach and know-how to the UAE market. This in turn will open up new avenues of growth, which include opportunities for local business expansion and the development of new products or strategies.

Commenting on the creation of FerGulf Trading UAE LLC, Guido Ferralasco, Managing Director, Ferrero Gulf, said: “We’re delighted to form this partnership with Al Seer Group – a longstanding, trusted partner of ours – and believe that this strategic alliance is pivotal to the success of Ferrero Gulf in the UAE moving forward. We are confident that, together – by ensuring a direct channel of distribution – we can take the business to new heights.”

Echoing that statement, Tony Fernandes, General Manager – Al Seer Group, added: “We are extremely pleased to have signed this partnership agreement. Our relationship with Ferrero Gulf, a leader in its field, spans many years and is based on a shared history in the region – one punctuated by successes and a common vision for the future. We have no doubt that the creation of FerGulf Trading UAE LLC puts us on the right path for sustainable growth here in the UAE.”