Dina Farms, an Egyptian integrated commercial farm, unveiled a new retail strategy that will grow its chain of stores to 20 branches within the next two years, according to a statement.
The stores, of which there are currently six nationwide, will sell dairy products, produce and meats.
Dina Farms is part of private equity firm Citadel Capital’s integrated regional multi-category consumer foods platform Gozour.
Gozour Agro Chief Executive Officer and Managing Director Ahmed Seddik said that this is the company’s “first real entry into the retail business.”
The two existing outlets have been renovated and the company recently added four more branches, which will be increased to 40 stores within five years, according to the statement.
According to Boudi Ghandour, retail general manager at Dina Farms, “The original plan was to open 20 outlets within five years, but the initial response from our newly opened store was tremendous. Market demand for safe, fresh products…was such that we have decided to accelerate the expansion.”
The Dina Farms retail concept is what Seddik calls a “national chain of neighborhood specialty farm stores.” The convenience store-style shops sell fresh produce, fresh bakery, milk, yogurt and other dairy products including cheese, butter and cream. Fresh meats from the farm are also available as well as poultry, under the brand name Dina Farms Selection.
Dina Farms introduced its own brand of pasteurized milk in March 2010. The company said it recently acquired of 850 new Holstein heifers from the United States, adding to its herd of 6,000 dairy cows (out of a total herd of more than 12,000). The company’s total herd of milking cows is expected to reach 10,000 by 2012.
