Food & FMCG

United Food Industries Corporation (Deemah), one of Saudi Arabia’s leading manufacturers of biscuits, confectionery, and snacks, has announced a significant leadership transition and new Board appointments as part of its strategic growth plan.

As part of the transition, Mohammed Khalid Alakeel has been appointed as the new Chief Executive Officer, succeeding founder Abdul Aziz Alakeel, who will continue to serve as Chairman of the Board. The leadership change is aligned with Deemah’s vision of expanding its market share within Saudi Arabia while strengthening its global presence.

Founded in 1984, Deemah has established itself as a household name in Saudi Arabia, holding a strong market position across multiple product categories. The company exports its products to over 50 countries and operates with a workforce exceeding 1,500 employees.

Mohammed Alakeel, who has built his career at Deemah, previously served as Chief Sales and Marketing Officer since 2019. His leadership has been instrumental in advancing the company’s distribution, sales, and marketing strategies, contributing to its sustained market growth.

Commenting on the transition, Chairman Abdul Aziz Alakeel stated, “Since our founding over 40 years ago, Deemah has become a brand synonymous with quality and innovation. As we enter the next phase of our journey, we are confident that Mohammed’s strategic vision and leadership will drive the company toward new opportunities and continued success.”

Under Mohammed Alakeel’s leadership, Deemah will prioritize key initiatives, including expanding its research and development efforts to introduce innovative products, particularly in the healthy snack and high-protein product categories. The company will also focus on strengthening its core business in biscuits and cakes, increasing production capacity, and optimizing operational efficiency. Additionally, Deemah aims to leverage digital transformation to enhance customer engagement and streamline operations.

Expressing his commitment to the company’s future, Mohammed Alakeel stated, “I am honored by the trust placed in me by the Board and excited to lead Deemah at this pivotal time. Our focus will be on innovation, operational excellence, and global expansion, ensuring that we continue delivering high-quality products while meeting evolving consumer preferences.”

To support its strategic vision, Deemah has appointed three independent directors to its Board, further strengthening its governance structure. The new Board members include Walid Abukhaled, former CEO of Saudi Arabian Military Industries (SAMI) and ex-President & CEO of General Electric in KSA and Bahrain, bringing expertise in strategy development and global partnerships. Abdulaziz Al-Bassam, an experienced legal and investment expert who has managed complex transactions for leading organizations, including Saudi Aramco, and currently serves as Chief Legal Officer at King Salman Park Foundation, has also joined the Board. Additionally, Abdulmalik Al Kohaji, an expert in HR transformation and corporate governance, currently serving as Chief Human Resources Officer at SAMI, has been appointed as an independent director.

With a legacy of over four decades, Deemah continues to focus on innovation and growth while maintaining its commitment to quality. The leadership transition and strengthened governance structure position the company for sustainable expansion, reinforcing its presence in both domestic and international markets.

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