Coffee supplier Bon Café Middle East signed a distribution agreement with Qatar Petroleum on day two of Gulfood 2008.
The move is part of Bon Café's ongoing marketing strategy for the region, with Qatar Petroleum now responsible for the distribution of Bon Café products throughout Qatar.
"What we've done in terms of expansion since we started four and a half years ago is try and set up sub-distributors around the [Gulf] region for our services support and also to carry stock, to do what we do here [in the UAE]," said Tony Billingham, CEO, Bon Cafe Middle East.
"Qatar Petroleum has started a new division called Amwaj Catering and they are going to be our agent, taking care of existing contracts that we have over there with [companies like] Moevenpick Hotels and Resorts and Ritz Carlton Hotels."
The distribution of Bon Café products will be developed by Qatar Petroleum, being marketed through new channels like Emirat's service station brand Bakeria.
"They'll supply to the food service industry, they'll supply service contracts and they'll also use the products within their own coffee shop developments and their own gas station developments," said Billingham.
"They're going to utilise the Bon Café name and the Bon Café products selling to the food service industry and then maybe they'll move into the retail sector."
The new distribution agreement comes hot on the heels of Bon Café's retail deal with Hyper Panda signed last week.
"We're launching our three retail products which are going on the shelves for the first time [at Hyper Panda]. We've done some over the last six to eight months to get a response and see how our products would work with domestic [coffee] machines and now we're ready to move onto the shelves," concluded Billingham.
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