Associated Food Distributors (AFD)

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INFO | Company Background | Company Profile | Objectives | Mission Statement | Our Warehouse |
Our Showroom

Canned Goods	Canned Meat	Fresh Fruits & Vegetables

INFO

Associated Food Distributors Company Booklet

Company Background

AFD has exclusive distribution rights for Haiti for a wide variety of internationally well-known brands from around the world. AFD is perceived by the local community as a strong and innovative commercial entity, which is actively involved in social activities.

AFD's unique position in the market place is its expertise in marketing, wholesale and distribution. With our experience of managing a distribution system of approximately 1,000,000 + cases, our company rises within the industry as a leader and row model in this industry. This enables our company not only to build brands but also to use its resources to ensure profitability for each individual brand.

AFD's marketing plans are continuously being fine-tuned, to take into consideration the needs and wants of an ever changing market place. Furthermore, the company is aware of the requirements of socially and morally conscious corporations in today's society, as to the promotion and consumption of alcoholic beverages and tobaccos.

Company Profile

Associated Food Distributors S.A. is one of the major distributors of imported foods and beverages, tobacco and other consumer goods. Our company has more than 15 years of experience in the distribution business as well as supermarket chains. We dominate the supermarket, convenience and horeca markets.

Associated Food Distributors S.A. is dedicated in using its resources to gain market share aggresively in the years to come. We strive to promote our quality brands with our knowledge of this market place. AFD is proud of its accomplishments to this date and is ready to take advantage of new challenges to come, while expanding and strengthening to new horizons of our business.

AFD's market coverage is supplied with approximately 1000 establishments directly and over 500 mom and pop stores indirectly. AFD is known througout the community given its aggressiveness, knowledge, experience and involvement in popular social events.

AFD consists of 80 employees. Our staff is composed of knowledgeable professionals with ample experience in the sales, marketing and distribution business. We provide constant training and support to our sales force providing them with the backup required to penetrate this market place while increasing our client base daily and keeping the old clients always satisfied of our quality service.

AFD's office and 50,000 sq.feet warehouse is located in a central location great for dispatching our daily deliveries and is located only 5 minutes from the Airport. AFD plans to expand its business to its own point of sale stores, where they will only sell AFD products throughout the capital, and in the future the provinces. In these wholesale points of sale, we will provide them with affordable products for that specialty market place and do big volumes with less profit.

AFD's transportation fleet consists of 15 trucks which includes 1 frozen truck, 1 refrigerated truck, and 3 vans which provide us with our diverse distribution system. Our fleets are equipped with two-way radio communication systems linked to our central office. Drivers are provided with daily routes and we provide follow up by a supervisor at the end of day sales. Supervisors evaluate the sales and see the latest trends to better improve our daily sales while constantly
updating our data analysis.

AFD's marketing philosophy and strategy is totally focused on innovation and service. Market penetration at all levels has and will continue to be at the core of its activities. AFD's positioned with an assortment of SKU's dominating the competition. Our marketing campaign is continously monitored to ensure
that each brand is uniquely positioned and targeting its intended audience.

AFD's facilities are equipped with refrigerated and frozen equipement to keep our dairy, produce and frozen products fresh at all times. Also we have air conditioned rooms for confectionery items and cigarrettes thus ensuring the freshness and quality of our products. AFD provides our clients with the backup they need in terms of promotional material, displays and much more to sell our brands with the help of our suppliers of course.

AFD plans to invest in a route computer program to improve efficiency, reduce costs, monitor our sales force better, and provide quicker and better customer service. This system would provide accurate sales figures and forecasts, and would provide sales promotions more promptly to customers. This system is specifically designed for the distribution industry and provides top quality support to our sales force.

Objectives

Our company has four main objectives: financial, sales related, human resources and innovation:

FINANCIAL:

- Safeguard a 12% return on investment
- Cost reduction policy without jeopordizing service
- Maximize profits

SALES:

- Increase sales by 15% annually
- Achieve 50% of total imported beer market
- Achieve 50% of total confectionery market
- Achieve 25% of total imported juice market
- Achieve 8% of total cigarrette market
- Achieve 30% of total energy drink market

HUMAN RESOURCES:

- Teamwork shall be main focus throughout the organization
- Personal and professional development emphasized

INNOVATION:

- Introduce NEW Innovative products and be ahead of our competitors
- Every employee at AFD is a salesperson
- Dedication to the creation of a workplace where ideas can flourish, teamwork is the bottom line.

Mission Statement

• COMMITMENT AND DEDICATION TO THE MARKET PLACE
• TRADEMARK FOR EXCELLENCE, QUALITY AND SERVICE
• CONSISTENCY IN PRICING, AVAILABILITY AND SUPPORT
• FULFILLMENT OF THE NEEDS AND WANTS OF ITS CLIENTELE AND ULTIMATELY END CONSUMER ALIKE
• COMMITMENT TO EXCEED CUSTOMER DEMANDS AND EXPECTATIONS
• INNOVATIVE IDEAS TO COMMUNICATE INDIVIDUAL BRANDS
• CORPORATE CULTURE WHEREIN THE PHILOSOPHY IS WORKING IN UNISON
• LONG TERM BOND AND COMMITMENT BETWEEN MANAGEMENT AND LABOR
• TEAMWORK IS THE FUEL THAT ALLOWS OUR STAFF TO ATTAIN UNCOMMON RESULTS
• COMPANIES DON'T SUCCEED...people do.

Our Warehouse

Our Warehouse has over 50,000 sq. ft of space plus additional frozen and refrigerated department.

We also have Refrigerated and Frozen Warehouse space newly built in 2010; fully equipped with the latest equipment and security 24 hours a day.


Check out our New Refrigerated and Frozen Warehouse in the link below:

http://afdhaiti.com/refrigerated___frozen_department

Our Showroom

We have a showroom of 1,600 sq.ft where our customers can look at the array of quality products that we distribute.

Our Sales Staff are available to greet and service our customers in our showroom once they arrive.

Quick and Efficient ordering and delivering system.  We provide the customer service they are looking for.

Our Showroom

Our Marketing

When AFD does any marketing activities; we make sure that we have all areas covered so that we make a big impact in branding and consumer awareness across all areas of the retail stores.

We are always looking at better ways to market our brands and be present at the consumers point of purchase to influence the consumer to purchase our brands. The key to any marketing campaign is being present at the point of sale and then make sure that the consumer is aware that we are present at each particular location. We are always on the look out to make sure that our brands are well positioned in the market place to influence the consumer to purchase our brands.

Our Trucks

We offer our suppliers the opportunity to participate in Brand Building of their products and we work very closely with our partners to make sure that we develop each brand the same way we do for all of our other quality brands.

Billboards

We believe in branding our products and Billboards are part of peoples everyday lifes as they carry on with their regular lifestlye and influences them to purchase our brands.

Billboards are placed in high traffic locations targeted strategically to build image brands and maintain brand awarness among consumers to keep purchasing our brands or try them for the first time to influence them to keep purchasing our brands.

Our Tents

We use our tents during events and for promotional sponsorships to create a visual impact during the activities to create sales and a message across to our consumers with our brand image.

Refrigerators

	Petit® - Nectars is one of the brands we have built in Haiti to become the number one Premium Nectar with the help of our supplier and support as well. We believed in this product as it's a great product; so we decided to do branded fridges to place them in high traffic retail stores to influence the consumer to purchase our brand Petit and every year our sales increase, so it must be working.
	Tropi Coco® - Coconut Water is our own brand and we decided to do fridges as well to promote this brand to become the number one Coconut Water in Haiti. Everyone loves Coconut Water in Haiti; so we gave them one in a can.
	Colt 45® is the number one imported beer in Haiti. We have built this brand by being present at every location possible and at all events to promote and maintain this brand image that we have created with Colt 45®. This is a great example of brand building in Haiti. Colt 45® is a popular product in Haiti; therefore you will find it in all areas of the country.

Dispensers

We installed over 100 Cigarette Dispensers in key supermarkets for the Launch of Newport® Cigarettes all across Haiti. This is called being present at the point of sale.

We targeted all channels from small boutiques to large retail stores and every clients dispenser was custom designed to fit their market and our brand image.

Sampling Promotions

Sampling Promotions is the key to success of our brands; and we focus our time to make sure that the consumer is aware that we are always present when they are looking for quality products.

Once again; sampling in supermarkets and key locations where consumers frequently visit is key to creating and building our brands to have a lasting memory in our consumers mind everytime they will make a decision to purchase a product they will remember our brands.

New Warehouse for Refrigerated & Frozen Department