"Majdi, established in 1961, began with high-quality spices and quickly built a strong reputation in Kuwait."
Hamoud Al Enezi, CEO of Majdi Food, talked about the company’s achievements, collaboration with local suppliers, and goals for 2025.
How has your company evolved, and which milestones would you highlight as the most significant?
Majdi, established in 1961, began with high-quality spices and quickly built a strong reputation in Kuwait. By the 1970s, we were well-known for our high-quality products and became market leaders by introducing small packaging for spices and herbs, a first in Kuwait. In the 1990s, we operated a small shop in Kuwait City, wholesaling spices and pulses by the kilogram. Over time, we expanded our product range to include grains, honey, and condiments, evolving from a domestic brand to a key player in the GCC region. In 2008, our partnership with Al Imtiyaz Investment Group transformed us from a family-owned business into a company with a broader vision. Today, we lead the Kuwaiti market, holding a 20-30% share and representing 40-50% of the spices category in supermarkets. We continue to prioritize quality, sourcing the best ingredients, and improving our eco-friendly packaging. Our growth has extended beyond Kuwait, expanding into KSA, Qatar, Oman, the UAE, and Iraq, where we tailored a portfolio for the challenging but promising market.
How do you work with your suppliers, and are you trying to collaborate more with local suppliers?
Our slogan is “A Taste of Quality,” and we focus on sourcing from the best suppliers worldwide. Since Kuwait’s climate is not suitable for farming, less than 2% of our products come from local sources. We maintain strict quality standards and only accept Grade A materials, working with top suppliers from countries such as Vietnam, Guatemala, India, Singapore, and Malaysia. For example, we source black pepper from Vietnam, cardamom from Guatemala, and red chili from India. We maintain strong relationships with top suppliers and aim to purchase during the harvest season for the best quality and price. By buying in bulk and spreading out deliveries, we ensure consistency in quality and cost.
Are you currently using recycled plastic, or do you plan to?
We use eco-friendly materials that are food-safe and recyclable. It is not just about the size, but also the quality and material. We are transitioning to more eco-friendly options. We have expanded to include PET packaging in different sizes, such as large ones for catering and restaurants, and smaller ones for supermarkets and groceries. We have also diversified into sauces, pickles, and honey, in addition to spices, pulses, and herbs, and we are trying to increase our portfolio further. We aim to improve the quality from within, using Grade A materials and the best quality, while also upgrading our design and focusing on eco-friendly usage. Previously, we were only in supermarkets, but now we are also entering catering and wholesale, targeting restaurants and hotels. We are doing our best to expand our portfolio and grow our sales in various categories.
Can you elaborate on your expansion strategy?
We have participated in Gulfood, Dubai, and Singapore, and we aim to present our company at major exhibitions worldwide. In addition to Dubai, we plan to exhibit in Paris and Chicago this year, building our international reputation. While we are the market leader in the GCC, we are focused on expanding into more countries. In 2024, we aim to strengthen our core business in the GCC, improve our factory, enhance production, and obtain certifications to enter the European and US markets.
How are you attracting Kuwaiti talent, and do you think more Kuwaitis are interested in joining Majdi?
Majdi, an over 60-year-old company, was more traditional in the past, but with new leadership, we are introducing fresh ideas, including attracting talented Kuwaitis. We are balancing Kuwaiti and non-Kuwaiti employees while focusing on quality talent. We are also modernizing through social media campaigns, working with young chefs, and targeting families aged 20 to 30. With new colors, designs, and participation in exhibitions, we are refreshing the brand and making Majdi more appealing to Kuwaiti talent.
What are your goals and objectives for the coming years, especially for 2025?
Our goals for 2025 include obtaining top certifications like BRCGS and FDA, strengthening our presence in the GCC, and capturing 40-50% of the spices sector. You will find Majdi products in any supermarket. We also plan to implement new technology in our factory, such as an ERP system, to improve quality in packaging and raw materials. We are diversifying our portfolio with more pulses, sauces, honey, and pickles to expand beyond spices, while also focusing on growth in Europe and the US. Many women people to find all the spices they need in stores, so searching online would be easier. We have had success with our products on Talabat, where we rank third or fourth in sales, and now we are building our platform to increase sales and accessibility.
