About Us
Crave is a leading FMCG distribution company committed to revolutionizing the distribution landscape in the Middle East. With a focus on customer-centricity, reliability, and agility, Crave aims to meet the growing market demands by providing smarter, faster, and more reliable distribution solutions. Operating across the GCC and expanding internationally, Crave brings global health and wellness brands to the Middle East and other emerging markets, fueling demand and delivering value.
CRAVE is led by industry veterans Ali Abboud and Edouard Fayad, who bring over 45 years of combined FMCG experience in strategy, sales, marketing, and operations. Together with a passionate team, they blend global expertise and regional insight to drive growth and success for the brands we represent.
Our Mission
At Crave, our mission is to transform the distribution and trading landscape of the Middle East by staying customer-centric, reliable, and agile. We exist to fuel demand and deliver value by connecting global health and wellness brands with regional markets, ensuring smarter, faster, and more reliable distribution solutions. More than just a distributor, Crave is a growth partner — driving brand success through operational excellence, strategic innovation, and lasting partnerships.
Customer - Centric
Reliable
Agile
WHY
choose us?
At Crave, we are more than distributors — we are partners committed to fueling growth. With decades of experience in the FMCG sector, we provide complete solutions that cover product importation, regulatory support, warehousing, logistics, and brand activation. Our deep understanding of the Middle Eastern and African markets, combined with trusted local networks, allows us to help global health and wellness brands enter and expand with confidence. What sets us apart is our agility, reliability, and customer-focused approach, ensuring brands not only reach consumers but build lasting impact and long-term success in the region.
Our Services
At Crave, we deliver more than distribution. We provide integrated solutions that help brands enter, grow, and succeed in the Middle Eastern and African markets.
Product
Importation
We specialize in importing packaged health foods, dietary products, and functional foods, catering to the growing demand for wellness-focused solutions among health-conscious consumers in the region.
Brand Development
& Activation
Crave supports brands with pricing strategies, market positioning, in-store visibility, and consumer engagement through targeted campaigns and activations.
Market Entry
Consulting
Crave offers regulatory analysis, distributor onboarding, and market feasibility studies to help brands successfully enter the Middle East and African markets.
Our Numbers
At Crave, we believe in the power of transparency. Below are some key figures that highlight our commitment to delivering excellence in the FMCG distribution space. If you have any questions or want to learn more, don’t hesitate to contact us today.
10+
Countries Covered
80+
Projects Completed
25+
Years of Experience
100%
Commitment to Excellence
Industries
At Crave, we offer a comprehensive suite of distribution and brand management services designed to help businesses succeed in the Middle Eastern and African markets. Our expertise spans across several key industries, providing tailored solutions to drive growth and success.
Health
& Wellness
Our distribution services are tailored for the health and wellness sector, helping brands introduce and scale their functional foods, dietary supplements, and nutritional products in the Middle East. We create customized strategies to connect brands with health-conscious consumers in the region.
Food
& Beverage
Crave specializes in bringing food and beverage products to market, providing end-to-end services from product importation to brand building. We help brands achieve in-store visibility, create impactful promotions, and drive consumer engagement, ensuring long-term growth in the region.
Consumer Goods
We work with consumer goods brands to enhance their market presence and grow their business in the Middle East. Our services include market entry consulting, distribution, and brand-building strategies that focus on consumer behavior, local trends, and effective marketing.
Meet the Team
Dedication. Expertise. Passion.
Our leadership team consists of seasoned professionals with diverse expertise in the FMCG sector, each dedicated to driving Crave's mission of bringing health and wellness products to the Middle East and Africa. Together, we combine experience, innovation, and a commitment to excellence to ensure our clients' success.
Our Clients
At Crave, we work with a diverse range of clients across the health and wellness, food and beverage, and consumer goods industries. Our clients are global brands seeking to enter or expand in the Middle East and Africa. We specialize in helping them navigate these markets, providing tailored solutions that drive brand growth and market success.
Testimonials
Crave has been an invaluable partner in expanding our presence in the Middle East. Their deep understanding of the market and their ability to execute strategies effectively has made all the difference in our success."
David Lee
The Crave team has been instrumental in navigating the complexities of the GCC market. From product importation to in-store activations, they’ve helped us grow our footprint in a competitive space.
Jane Smith
From the very start, Crave made it easy for us to enter the Middle Eastern market. Their comprehensive services, from regulatory consulting to marketing, made them the perfect partner for our brand’s growth.
Sophia Patel
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