Our Strategy

Our Strategy

Executing a strategy to accelerate Arabian Mill’s growth and drive outperformance.

Our strategy is built around 5 key pillars to accelerate our growth and drive outperformance.

1. Meeting KSA population and demand growth
Aligning with national growth: As KSA’s population continues to grow, Arabian Mills is committed to scaling its operations to meet the rising demand for high-quality wheat-based flour products and animal feed.
Capacity expansion: Arabian Mills is investing in expanding our production capacity in both wheat flour and animal feed to ensure a steady supply of its products, supporting the food security and nutritional needs of the nation.

2. Consolidating and enhancing market leadership
Broadening product portfolio: To support our ambitions of further expanding market share in the flour, bran and feed markets, Arabian Mills is focused on expanding in key categories primed for robust growth, including wheat flour and its derivatives such as pasta and gluten-free options as well as in animal feed including poultry feed.
Expanding customer base: We are diversifying our customer base by expanding in both the B2B channel, where we already enjoy a well-established presence, and in the promising B2C channel.
Effective marketing, sales and pricing strategies: We are making dedicated efforts to enhance the positioning of our two brands: Finah and Kamil by implementing an effective go-to-market strategy. Several key initiatives include redesigning the packaging with a modern look and feel, developing a marketing and promotional plan and establishing post-sales support. Arabian Mills is also leveraging an optimal pricing model to ensure we are competitively priced, based on prevailing market dynamics, seasonality and competition.

3. Maintaining and building on current operational efficiency and excellence
Implementing automation: Arabian Mills is focused on using best-in-class technology and increasing automation across our functions, including procurement, silos monitoring, milling, warehousing, and overall supply chain management. The successful implementation of these technologies will help reduce costs, and improve traceability, quality control and operational flexibility.
Enhancing technical capabilities: We are also focusing on enhancing technical capabilities in the milling process to increase efficiency and utilization, ultimately generating higher output.

4. Strong focus on new product development and innovation
Innovative growth: Arabian Mills is committed to driving locally relevant innovation that meets the evolving needs of its customers.
Robust pipeline of new products: With a strong focus on developing new and improved products, we have a robust pipeline of new products for under the Finah brand including gluten-free snacks, semolina, ready mixes, chakki fresh atta flour and pasta, which we expect to launch by end of 2024. We are also expanding its animal feed range, Kamil, to tap into growing market opportunities; we recently launched multiple poultry feed SKUs to capitalize on the recent government policies aimed at enhancing local poultry production.
R&D investment: We are investing significantly in research and development to introduce cutting-edge products that set new industry standards for quality and performance.

5. Expanding presence across the Kingdom and strengthening its distribution channels
Establishing new warehouses and distribution centers: Arabian Mills is strategically establishing new warehouses and distribution centers in Jeddah, Makkah, Dammam, and Tabuk. Establishing strong local operations in these key regions will ensure efficient distribution and customer service.
Multi-channel distribution: To better serve our growing customer base Kingdom-wide, the we are strengthening our presence across multiple distribution channels, including retail, online platforms, and direct-to-customer sales. Arabian Mills is also forging partnerships with distributors, retailers, and wholesalers to expand our B2C reach.