Vision
Our vision is to be pacesetters in the local food and beverage industry; and become a major player in the region (East Africa) with regards to fast-moving consumer goods.
Mission
Our mission is simply to be the best in what we do. Our driving force is our sheer commitment to be manufacturers of exceptional products that are authentically Ethiopian. It is also our mission to understand the complexities of the Ethiopian market and to offer solution to our consumers.
Values
Our Core Corporate values revolve around three ideals: Honesty (reliability), customer satisfaction and strong relationships. We attach greater importance to honesty. Above everything, we aspire to be a trusted and reliable partner and always do what we say. We strive for perfection; and that is our commitment. Satisfaction is what we live for. Hence, provision of top-of-the line product and services is our primary job. Absolute consumer satisfaction is a dream come true. At the same time, our relationship with you (our manufacturers, distributors and end consumers) is what helps us go forward.