Saudi Rich List
Wed 26 Aug 2009 07:24 AM
Khaled Baeshen
50

Khaled Baeshen

Industry: Retail

Company: Ahmed Mohammed Saleh Baeshen

Country: Saudi Arabia

Wealth: 350 Million

Khaled Ahmed Mohammed Saleh Baeshen is chairman and general manager of AMS Baeshen & Co. The firm was established more than 80 years ago, as a family concern, trading in a wide range of FMCG products, including foods and detergents.

The business grew from modest beginnings and, some time later, was successful in obtaining exclusive distribution agreements with various multinational FMCG companies for the Kingdom. In 1994, the firm embarked upon a major investment and expansion programme. This was led by the recruitment of a professional management team to support the growth of the business, and bring in specialist skills.

Baeshen & Co’s flagship brand is Rabea Tea, and so part of this strategy included the building of a modern tea blending and packing facility in Jeddah which became fully operational in 1995.

The factory is still one of the most advanced in the world, with fully integrated operations covering tea buying, tasting, blending, packing, distribution and selling.

In 2007 the company established Teayana, a chain of tea lounges and shops, while at the beginning of last year, Baeshen & Co entered the cold beverage market introducing a fizzy drink called ‘Moodz’. The company is a major force within the Saudi food and drink market, principally the tea sector.