Led by SFS and GCS, Basamh Group participated in the Saudi HORECA 2025 Exhibition, the Kingdom’s largest international food, beverage, and hospitality exhibition. The platform provided an opportunity to strengthen Basamh Group’s presence as a trusted, end-to-end food-service partner, engaging with industry stakeholders and reinforcing our long-term commitment to the food-service sector.

At its core, the objective of our participation went beyond visibility. It was a deliberate opportunity to connect with current and future partners, engage in real conversations, and demonstrate the full breadth of our food-service capabilities under one integrated offering. From restaurants and bakeries to beverages, coffee, vending solutions, and specialty café concepts, the booth brought to life how Basamh Group supports food-service businesses at every stage of their growth.

The space was designed as a guided experience rather than a static display. Every interaction invited dialogue, learning, and collaboration from business discussions to immersive live cooking shows that transformed products into inspiration. Chefs took center stage, translating innovation into creative recipes using a wide portfolio of SFS and GCS products, enabling visitors to taste, experience, and trust the value behind our brands.

Commenting on the experience, the Hussein Redwan, SFS Managing Director said:
“Our participation in HORECA was about more than presenting products. It was about opening conversations, strengthening relationships, and showing our partners how SFS, together with GCS and other principals, can be a growth enabler for their businesses. We wanted visitors to see our full offering: our portfolio, our expertise, and our commitment to supporting them with reliable solutions and long-term partnership.”

Through this activation, Basamh Group reinforced its role not only as a supplier, but as a collaborative partner bringing ideas, capabilities, and people together to help the food-service industry grow with confidence.

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