BATEEL INTERNATIONAL

A Presentation

THE COMPANY

Bateel is a leading brand in the gourmet food market. With strong market presence in fifteen countries, Bateel’s deluxe boutiques and elegant cafés adorn premium shopping destinations in major cities, stretching from London to Jakarta.

Bateel established its prominent brand position by creating the market for gourmet dates and date confectionery. This bold and pioneering achievement provided Bateel with a valuable launching pad to expand to complementary sectors in the gourmet food industry. Today, using its unrivalled integrated production and distribution assets, Bateel offers a comprehensive range of sweet and savoury foods as well as premium shopping and dining experiences.

THE COMPANY

THE ORGANIZATION

THE ORGANIZATION

Bateel operations are anchored on the following organizational assets:

Farming

Manufacturing

Sales and Distribution

R&D and Brand Management

The vertically integrated production and marketing assets have provided Bateel with a formidable competitive advantage.

PRODUCTION ASSETS

DATE FARM

Using state-of-the art farming technologies in its own extensive

date groves, Bateel produces over

20 varieties of dates. The date farm is located in Al-Ghat and has 50,000 date palms.

Because of its unique farming and processing methods, and

extensive date groves, Bateel can offer a

range and quality of dates, not

available from any other source.

BATEEL FARMS IN AL-GHAT

DATE PROCESSING PLANT

Bateel owns and operates a date processing plant, which cleans,

grades, packs and stores the dates in a

specially controlled environment designed to

maintain the products in ideal form for consumption. The plant is located in

Al-Ghat near the farm.

A new 10,000 square meter plant was

built in 2010 to meet the growing demand

for Bateel dates as the distribution network

grows. It has the capacity to process

5 million kilograms of dates.

BATEEL DATE VARIETIES

CHOCOLATE & BISCUIT FACTORIES

Bateel operates two plants producing

chocolate and other confectionery

products, in Riyadh and Dubai.

The Riyadh plant specializes in production of wrapped and

unwrapped chocolates, producing a full

range of pralines and truffles.

The Dubai plant produces fine chocolates, biscuits and

pastries.

BATEEL ORIGIN CHOCOLATES

BAKERY & CENTRAL KITCHEN

To support the growing network of its cafés Bateel also owns and operates:

Two central kitchens in Dubai and

Riyadh

A modern bakery to produce bread

and soft pastry in Dubai

BATEEL OPERA CAKE

STORAGE & LOGISTICS

In order to support its manufacturing, retail and wholesale network internationally, Bateel owns and operates warehouses and transport assets in Dubai, Riyadh, Al-Ghat and Jeddah.

RETAIL DISTRIBUTION ASSETS

BATEEL RETAIL OUTLETS

Bateel has developed a premium retail merchandising system, which has been implemented in company and franchise

stores.

Bateel retail outlets are located in prestigious shopping districts and upscale malls in major cities including Dubai, Kuala Lumpur, London, Mumbai and Riyadh.

BATEEL GOURMET SHOP, DUBAI MALL

CAFÉ BATEEL

Leveraging its brand equity, and

substantial marketing and production

synergies, Bateel entered a new market in 2008 by establishingCafé Bateel.

Café Bateel offers a distinct range of

gourmet foods and beverages in a truly

sophisticated environment, which is the hallmark of the Bateel brand.

The core elements of the Café Bateel

concept, an elegant and sophisticated

atmosphere and premium product

quality and service, establish the market position of Café Bateel as

a premium outlet.

CAFÉ BATEEL, DIFC

WHOLESALE DISTRIBUTION ASSETS

BATEEL WHOLESALE TRADING UNIT

Bateel serves the institutional market in

KSA and UAE by supplying products to

supermarkets, the confectionery industry,

hotels, airlines and duty free sales outlets.

These products are sourced from Bateel

production units or other suppliers and sold

under Bateel, Liege, Jomara and Puratos brand names.

Bateel wholesale business is supported

by strong sales and logistics capabilities

in KSA and UAE.

JOMARA PACKED PRODUCTS

R&D AND BRAND MANAGEMENT

R&D AND BRAND MANAGEMENT

Bateel has made substantial investment in building its R&D and brand

management capabilities.

These assets are critical to the competitive position of Bateel determining the strategic direction of the company and providing tactical support to the production and distribution

units in key areas.

Product Development and Sourcing

Marketing and Promotion

Store Design and Merchandising

BATEEL R&D AND BRAND MANAGEMENT CENTER IN DUBAI