Established in 1990, the Arabian Food Industries Company had a humble beginning offering a modicum of products with only two types of white and mozzarella cheeses, respectively. Since then its flagship cheese brand, Domty, has grown to hold an unparalleled position amongst market competitors. This has been made possible through a combination of strategic endeavors, most notably those that have helped secure market trust and consumer loyalty owed to the company’s continuous commitment to quality. Domty now offers a wide range of products and flavors— , with a family of nearly 200 SKUs— that have helped expand its market reach and made it available on all supermarket shelves.
Domty’s success is exemplified in its growth trajectory. What began with only two distribution centers and two trucks, at a time when Egyptian consumers had yet to develop a taste for packaged cheese and when loose cheese held 90% of the market share, is now a household brand and leading cheese manufacturer in the industry.
Today, Domty boasts a distribution fleet of over 600 trucks operating from 27 sub strategically located distribution hubs across the country, ensuring a streamlined delivery system directly to all kinds of retail; a feat made possible by a dedicated workforce of over 2600 employees. At the core of our success lie the values of innovation, quality ingredients, taste, and value for money.
Established in 1990, the Arabian Food Industries Company had a humble beginning offering a modicum of products with only two types of white and mozzarella cheeses, respectively. Since then its flagship cheese brand, Domty, has grown to hold an unparalleled position amongst market competitors. This has been made possible through a combination of strategic endeavors, most notably those that have helped secure market trust and consumer loyalty owed to the company’s continuous commitment to quality. Domty now offers a wide range of products and flavors— , with a family of nearly 200 SKUs— that have helped expand its market reach and made it available on all supermarket shelves.
Domty’s success is exemplified in its growth trajectory. What began with only two distribution centers and two trucks, at a time when Egyptian consumers had yet to develop a taste for packaged cheese and when loose cheese held 90% of the market share, is now a household brand and leading cheese manufacturer in the industry.
Today, Domty boasts a distribution fleet of over 600 trucks operating from 27 sub strategically located distribution hubs across the country, ensuring a streamlined delivery system directly to all kinds of retail; a feat made possible by a dedicated workforce of over 2600 employees. At the core of our success lie the values of innovation, quality ingredients, taste, and value for money.
To Provide our valuable Consumers with a diversified range of quality, nutritious and affordable products in the food and beverages industry.
Domty strives to be and maintain its frontrunner status in the food and dairy industry and to be viewed as a trusted entity by all of its stakeholder, including its consumers, employees and shareholders.
Priding itself on being a consumer-centric business that encourages teamwork and innovation, Domty aims to provide superior quality products that consistently exceed consumer expectations.
Domty recognizes that the quality of a company is directly correlated to the quality of its employees. For this reason, we strive to find the most competent work team for all positions at all levels. We welcome them to learn, and encourage them to engage in cross-department dialogue, so to keep them motivated.
Reliability
Our employees are the cornerstone of the success that we enjoy at Domty. Teamwork is key, and in order for it to work it is imperative to trust each member of the team to assume responsibility and perform to the best of their abilities.
Open-mindedness
Remaining open-minded is fundamental given that one of our core values is innovation. Using an approach that welcomes new ideas and encourages creative development in order to expand the variety of products offered ensures quality.
• Being open to different solutions without any prejudgment welcomes a diverse portfolio.
• Viewing the innovation as an opportunity to expand our knowledge
• Integrating the new into the old in order to ensure full production potential is explored
Motivation
Motivation is instrumental in ensuring employees perform to the best of their abilities. We strive to create a work environment where communications and dialogue are open and transparent, and where employees feel trusted to do the right thing. Believing in others helps them believe in themselves.
Teamwork
Together Everyone Achieves More; the following highlights key components that drive successful teamwork:
• Ensuring supreme competency at all levels of operations
• Welcoming dialogue so to collectively reach the best decision for any given crossroad
• Building a positive and energizing work environment
• Fostering a healthy work-life balance
• Valuing diversity and to draw on all our different strengths, cultures, ideas, experiences and talents to achieve our mission.
Domty’s strategy is supported by three key pillars, namelyits strive to diversify its product portfolio, its ability to capitalize on its wide market reach, and most importantly its aim to drive stakeholder value for both its consumers and shareholders.
Portfolio Diversification Strategy
Domty recognizes the need for innovation and product expansion to further its vision of extending its national and regional footprint. By applying a corporate strategy that monitors relevant emerging markets and need gaps in the industry, Domty is able to capitalize on potential opportunities to add to its products and introduce greater variety to the market.
Capitalizing on Our Reach
Domty’s products enjoy a strong countrywide coverage not only in cities but also in rural areas where the main selling points are small shops and minimarkets. These small retailers comprise the bulk of Domty’s sales, and while the company’s cheese is the highest-selling of its products sold in hypermarkets and well-known supermarket chains, these key transactions represent only 7% of the manufacturer’s sales.
Creating New Value Propositions
Building new value propositions is one of Domty’s core strategies. We believe that creating sustainable value is primarily driven by continuously meeting and surpassing our consumers’ needs, a feat made possible by a commitment to quality and through our ability to cater to the different demands of our consumers and segmented groups.
Having started with only two production lines for its white cheese and mozzarella productions, Domty, in a partnership that began in 2007 with TetraPak has increased its production lines to offer more than 200 SKU’s.
The company operates a well-invested, ISO-certified 6,200 m2 factory in Egypt, including 19 production lines with a combined annual capacity of more than 230,000 tons as of 2015 and equipment from leading international suppliers. The Company has historically invested in new production capacity to meet growing market demand for its products. Ongoing expansions will increase the company’s annual production capacity for carton pack cheese and juice, with plans underway to inaugurate a new, more technologically advanced production facility built over 20,000 m2. The new facility will enable Domty to further increase its production potential and satisfy its export expansion ambitions for the Middle East, Europe, North America, and Africa.
Domty also controls an extensive sales and distribution network on a national scale, including a 7,500 square meter central warehouse adjacent to the factory, more than 30 additional warehouses, 97 distribution centers, a fleet of 618 distribution vehicles and a combined sales force of 873.
In 2007, Domty went into partnership with what is now its key partner, Tetra Pak, aiming to deliver well protected cheese to consumers for the sake of improved taste, quality, and for health and safety purposes.
Domty has been the world’s largest Tetra Pak packaged white cheese producer since 2012, and has consistently added and integrated new Tetra Pak lines to its product offering.
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In 2016 Domty signed a partnership agreement with Ahl Masr Foundation and Hospital for Burn injuries. Ahl Masr Burns Hospital is the first non-profit hospital and research center specialized in treating burn injuries; with its facilities and highly specialized capacities, the hospital will be the first of its kind in the Middle East region.
For 109 years, Al Ahly has provided the Egyptian football field with talented, skilled & devoted players. Just like Domty has provided the local market with top quality cheese for 26 years.
While Domty has maintained a neutral stance for so long, we have always had the dream of showing our true colors. With Domty’s board consisting of several loyal fans of Al Ahly, it was inevitable that the two great entities would join forces at some point.
With more than 3,000 workers, producing more than 700 million packages, generating more than 2 billion EGP per year, Being Al Ahly Official Cheese sponsor is just another big step forward in the journey of a company that refuses to stop growing.
