Al Seer Group

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  • Vision Statement
  • Chairman's Message
  • CEO's Message
  • Factfile
  • Related Businesses
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  • Al Seer Trading Agencies
  • Al Seer Oman
  • Fine Fair
  • Fine Fair Frozen Division
  • Arabian Oasis Food Company
  • Arabian Oasis Food Company Oman
  • Agencies & Trading
  • Al Seer Food Services
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  • Customer Marketing
  • Finance
  • Warehousing and Fleet Management
  • Supply Chain
  • Human Resources
  • Information Systems

Fine Fair was formed in August 2004 as an offshoot of Al Seer Trading Agencies with an objective of expanding the distribution capabilities of the group into various new categories which were not represented till then. Additionally, the intention was to provide the desired focus for the smaller, developing/growing businesses for the future with the right attention and focus.

Fine Fair has a full fledged coverage of all the FMCG channels of the trade including Hyper Markets, Co-operatives, A class chains, self service, groceries, petrol stations, pharmacies, institutions and the Duty Free across the UAE market.

With a dedicated sales and merchandising team who are passionate about the businesses they do, Fine Fair is today the preferred partner for many new businesses which have entered the UAE retail market in the recent past. For those businesses which were in UAE before, but moved into Fine Fair, it has been a refreshing experience of accelerated growths with better return on investments.

From a very modest start in 2004, Fine Fair today has a very strong portfolio of Food & Non Food brands with over 20 partnerships and principal associations from different parts of the world.

A team of over 50 sales executives manage the various channels of trade servicing a 4500 + customer base across the country. The modern trade sales team is ably supported by a team of over 40 merchandisers, some of them stationed at the key outlets across the various locations. The teams across each channel and location are provided on the job training by channel managers and supervisors headed by a Division Manager. They are constantly on the ground to monitor, guide and support their team members to deliver best in class service levels and performance. The van sales team operates via Hand Held Terminals and provides consistent coverage and direct supplies to the traditional trade (groceries) across the market. The other channels are backed by strong logistics support which has set high standard of service levels by servicing the customer orders within 24 to 48 hours.

The sales monitoring systems of Fine Fair are best in class and targets are monitored and tracked at an sku / customer level. This is been made possible through the state of the art IT (SAP) system which is managed by the customer marketing analysts. They provide the necessary information and analysis as per specific requirements to internal and external stakeholders. Customers, Sales managers and front line sales force are provided detailed guidelines via data funneling and collation.

Fine Fair has a well oiled supply chain system with dedicated supply chain co-ordinators responsible for the availability of stocks based on the lead time and agreed stock cover with our partners. The Finance, accounts and credit control teams drive the financial processes, A&P control and P&L management.