Imad Sadaka, CEO of Dose, on the region’s appetite for baking mixes, fillings and toppings, and how the bakery products industry has evolved over the years.
A successful growth path
My career in hospitality dates back to 2005, when I founded Vary Food SARL, which was the first business under the Sadaka Group umbrella and specialized in bakery mixes and pastry products. I’m proud of the way that the group expanded over the years, with the addition of successful new ventures.
A personal highlight was Black Star SARL, which I set up in 2010 for the importation and sales of oils, fats, margarine and semi-processed products. Golden Flour LLC, established one year later and specializing in the importation and sales of flour and flour mixes, has been another highlight.
I’ve always been a firm believer in knowledge-sharing and ensured that this ethos ran through Sadaka Group. It was from these roots that the VF Training School was established in 2012, with the aim of sharing expertise with local and international partners.
Current aims and objectives
I have been CEO of Dose SAL since it was set up in 2019 and, in my role, oversee strategic planning, product development and our marketing efforts. My vision for Dose SAL is to ensure it retains its position as a leader in the Lebanese bakery and pastry products market, while concurrently building on our international partnerships across the GCC and MENA region. We have specific plans to expand in Saudi Arabia and the UAE.
On the consumer side, we aim to continue providing our customers with products that are superior in quality to many others on the market. These include a wide variety of bakery and pastry products, such as: donut mix; cookie mix; muffin mix; fillings; toppings; and butter. Our products are imported from the US, France and Germany, after which they are stored in our top-class warehouses and then distributed to our clients. We are also committed to educating consumers about the ingredients in our products and their origins, which we see as key to continuing on our growth path.
Evolving with the industry
The bakery products market has evolved over the years, in parallel with broader industry growth, to take in patisseries and catering operations. We have therefore expanded our business and offerings to reflect the industry’s development. Today, we not only sell raw materials but also equipment for the industry, while raising awareness on products and ingredients through educational promotions and campaigns. Our success story is part of a broader, national one. I truly believe that the Lebanese bakery model is an ideal one for bakeries worldwide.
Food and the future
Food innovation is a current buzz phrase and it’s easy to see why. The development and commoditization of new food products, processes and services are not only taking place right now, but are advancing at
pace. Food and beverage companies are looking for ways to make healthy, nutritious offerings that are not only enticing, accessible, exciting and unique, but also, importantly, sustainable. With over 100 years of experience in this field, our suppliers work hard to keep up to date and follow these innovations. They are then able to assist our clients with technical support and provide demonstrations of new products as they reach the market.
My philosophy
When it comes to finding a phrase that perfectly sums up years of industry leadership combined with the required entrepreneurial spirit, I don’t think you can do better than: “Innovation driven, partnership focused, quality ensured.”
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