About Us

    Founded in 1989 and headquartered in the United Arab Emirates, Safa International has emerged as a leading provider of mass-market food products, dedicated to reshaping the food landscape through innovation and quality. Our mission is to diversify conventional trends and introduce products that elevate the standards of everyday life.
    From the very beginning, Safa International has been committed to delivering a comprehensive range of food items that cater to diverse consumer needs. Over the years, we have successfully expanded our portfolio to include an impressive list of products and brands that resonate with consumers across various markets. Our focus on quality assurance and continuous improvement has established us as a trusted name in the food industry.
    With operations spanning 10 countries, primarily in East Africa and the MENA region, Safa International serves a broad customer base, offering over 35 unique brands and more than 300 individual products. This extensive reach allows us to understand and cater to local tastes and preferences, ensuring that our offerings are both relevant and appealing.
    At Safa International, we believe that innovation is key to success. We invest in research and development to explore new trends and technologies that can enhance our product offerings. Our dedicated team works tirelessly to ensure that we not only meet but exceed customer expectations by delivering superior quality and innovative solutions.
    As we continue to grow, our commitment to sustainability and social responsibility remains a priority. We strive to implement practices that promote environmental stewardship and community well-being, ensuring that our impact is positive and far-reaching.
    In summary, Safa International is more than just a food provider; we are a partner in enhancing lifestyles through quality food products. Our dedication to innovation, quality, and customer satisfaction positions us as a leader in the industry, and we look forward to expanding our reach and influence in the years to come.

Our Vision

    At Safa International, our vision is to become the leading and most innovative fast-moving consumer goods (FMCG) company in the region. We aspire to achieve this by consistently providing high-quality products that meet and exceed the expectations of our consumers. We envision a future where our brand is synonymous with excellence, trust, and innovation. By leveraging cutting-edge technologies and embracing sustainable practices, we aim to revolutionize the FMCG landscape, ensuring that our offerings are not only superior in quality but also align with the evolving needs and preferences of our customers. As we strive for leadership in the market, we are committed to fostering a culture of creativity and continuous improvement within our organization. We believe that by empowering our team and encouraging innovative thinking, we can develop products that resonate with consumers and set new industry standards. Ultimately, our goal is to enhance the lives of our consumers through products that are not only delicious and nutritious but also contribute positively to their overall well-being. By maintaining our focus on quality and innovation, we aim to secure our position as the preferred choice for consumers across the region.

Our Commitment to Sustainability

    At Safa International, we firmly believe that sustainability is essential for creating a better future for our customers and the planet. Our commitment to sustainable practices guides us in minimizing our environmental impact throughout every stage of our operations. From responsibly sourcing raw materials to implementing eco-friendly packaging solutions, we are dedicated to reducing our carbon footprint and promoting environmental stewardship. We prioritize ethical practices within our supply chain, collaborating with suppliers who share our vision for a sustainable world. By partnering with like-minded organizations, we ensure that our entire production process aligns with our commitment to sustainability, fostering practices that support the well-being of communities and ecosystems. Our products are crafted with care, adhering to the highest quality standards while being mindful of their impact on the environment. We take pride in our ability to innovate, constantly evolving our practices and product offerings to create a positive impact. Transparency is at the core of our operations, allowing our customers to make informed choices about the products they consume. At Safa International, we understand that our choices today will shape the world of tomorrow. We are dedicated to making responsible decisions that contribute to a healthier planet and a brighter future for all. When you choose Safa, you can feel confident that you are supporting a company that values sustainability and is committed to making a difference in everyday life.