United Food Industries Corporation (Deemah) appoints Mohammed Khalid Alakeel as new CEO

SAUDI ARABIA – United Food Industries Corporation (Deemah), a major player in Saudi Arabia’s biscuits, confectionery, and snacks sectors, has appointed Mohammed Khalid Alakeel as CEO. 

According to the company, Abdul Aziz Alakeel, Founder and long-standing CEO, will remain as the Chairman of the Board of Directors.

These appointments follow the company’s strategic objectives of furthering its growth and expansion into foreign markets.

Taking the helm, Mohammed Alakeel began his career at Deemah as a management trainee. He rose through the ranks to lead shared services, where he was in charge of human resources and information technology.

As Chief Sales and Marketing Officer since 2019, he has spearheaded initiatives that have revolutionised the company’s distribution, sales, and marketing strategies, elevating Deemah’s position in the market.

Under Mohammed’s leadership, Deemah will prioritise investment in R&D to introduce innovative products that cater to evolving consumer preferences and increase production lines.

The company will also focus on the core business categories, such as biscuits and cakes, while expanding its presence in high-growth products, such as snacks.

“Since our founding over 40 years ago, Deemah has become a brand synonymous with quality and innovation for consumers in Saudi Arabia and beyond. As we embark on the next phase of our journey, the Board and I believe Mohammed’s strategic vision and proven leadership will propel Deemah to new heights. We remain committed to supporting his efforts as he leads the company into its next era of success” Aziz Alakeel commented.

Deemah will continue to optimise operational efficiency to ensure consistent product availability across all markets. One way it will do this is by leveraging technology to streamline operations and enhance customer engagement, providing the company with a digital footprint to catalyse its growth.

“I am honored by the Board’s trust and excited to lead Deemah during this pivotal time,” said Mohammed Alakeel. “Our goal is to continue delivering high-quality products while expanding our reach globally,” said Khalid Alakeel.

In other developments, the company has appointed three independent directors, Walid Abukhaled, Abdulaziz Al-Bassam, and Abdulmalik Al Kohaji, who have joined the company’s board.

Walid Abukhaled previously held the position of deputy minister for industrial affairs with the Ministry of Commerce and Industries.

He also previously held the positions of CEO of Saudi Arabian Military Industries (SAMI) and President & CEO of General Electric in KSA and Bahrain. He sits on several Boards, including the Saudi National Industrial Development Center.

Abdulaziz Al-Bassam is an astute legal and investment expert with over twenty years of experience managing extensive transactions and projects for leading companies like Saudi Aramco. He is currently the Chief Legal Officer at King Salman Park Foundation.

The other appointed board member, Abdulmalik Al Kohaji has extensive experience in HR transformation and corporate governance. He is currently the Chief Human Resources Officer at SAMI.

Established in 1984, Deemah holds a domineering market share across major categories in Saudi Arabia and exports its products to over 50 countries worldwide.

The company employs over 1,500 employees and has a fully automated manufacturing footprint. Deemah’s portfolio includes an assortment of high-quality snacks and confectionery products, making it a popular choice for consumers.

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