RIYADH — NADEC, one of the leading food, dairy and beverage companies in the MENA region, has been listed by leading research house Brand Finance among the most valuable brands in the Middle East across all sectors. In its 2015 list of The Most Valuable Companies in the Middle East, Brand Finance ranked NADEC 42nd across all sectors, with an estimated brand value of $407 million (SR1.53 billion) and a brand rating of A+ “This ranking is a validation of the hard work and commitment of the entire NADEC family and reflects years of sustained growth and awareness of the brand,” said Managing Director Eng. Abdul Aziz Mohammad Al Babtain. “I would like to thank all our customers and the growing base of consumers who put their confidence in NADEC's expanding range of high quality, healthy products that appeal to the whole family.” The Brand Finance ranking is based on a proprietary methodology that assesses how much the company would be willing to pay to license its brand as if it did not own it. This approach involves estimating the future revenue attributable to the brand and calculating an equivalent royalty rate. NADEC generated net profits of $28.6 million off total revenues of $552.5 million in the last financial year. The company has an estimated market value of $728.7 million. By the Brand Finance valuation, more than half of the total market value of the company could be attributed to the strength of the brand alone. Earlier this month NADEC was also honored at an awards dinner for the Forbes Magazine Top Companies in the Arab World 2015 list, held in Dubai. The Forbes Top Companies in the Arab World 2015 list comprises only listed companies and is based on publicly disclosed financial statements from 2014. “These independent awards are the strongest possible endorsement of NADEC's growing appeal to discerning consumers,” said Patrick Satamian, Chief Executive Officer of NADEC Foods. “We have dedicated considerable resources over the past few years to consumer research, using those insights to create innovative new products that appeal to customers and quickly find a place in their homes. We will continue to innovate, introducing new products and building the NADEC brand with our consumers at the heart of everything we do.” — SG
