Note: The Company has neither

.vision nor mission

Vision
Creating products that our consumers
are eager to buy and our employees to
sell

Mission
We are dedicated to our promise of
delivering the best quality products to
consumers who are relied on us for a
long time, and offer them premium
healthy products.
To obtain and retain the most efficient,
qualified working power.
To operate with the most updated
technologies.
To produce high quality organic
products met exporting standards.
To open new markets and develop the
old ones.
To keep the environment healthy
through use and recycle organic
packages.

The ten principles of business operations

Note: The Company has neither principles nor
core values

:Consumers
Nutrition, Health and Wellness Our core aim is to
enhance the quality of consumers lives every
day, everywhere by offering tastier and healthier
food and beverage choices and encouraging a
healthy lifestyle. We express this via our
corporate proposition Good Food, Good Life.
Quality assurance and product safety
Everywhere in the world, the company name
represents a promise to the consumer that the
product is safe and of high standard
Consumer communication we are committed to
responsible, reliable consumer communication
that empowers consumers to exercise their right
to informed choice and promote healthier foods.
We respect consumer privacy

:Human rights and labor practices

Human rights in our business activities we fully
support the Egyptian guiding principles on
human rights and labor and aim to provide an
2

example of good human rights and labor

practices throughout our business activities

:Our people
Leadership and personal responsibility our
success is based on our people. We treat each
other with respect and dignity and expect
everyone to promote a sense of personal
responsibility.
We recruit competent and motivated people
who respect our values, provide equal
opportunities for their development and
advancement, protect their privacy and do not
tolerate any form of harassment or
discrimination
Safety and health at work We are committed to
preventing accidents, injuries and illness related
to work, and to protect employees, contractors
and others involved along the value chain

:Suppliers and customers

Supplier and customer relations,we require our
suppliers, agents, subcontractors and their
employees to demonstrate honesty, integrity
and fairness, and to adhere to our nonnegotiable standards. In the same way, we are
committed to our own customers.
Agriculture and rural development we contribute
to improvements in agricultural production, the
social and economic status of farmers, rural
3

communities and in production systems to make

them more environmentally sustainable.

The environment
Environmental sustainability,we commit
ourselves to environmentally sustainable
business practices. At all stages of the product
life cycle we strive to use natural resources
efficiently, favor the use of sustainably-managed
renewable resources, and target zero waste.
Water we are committed to the sustainable use
of water and continuous improvement in water
management. We recognize that the world faces
a growing water challenge and that responsible
management of the worlds resources by all
water users is an absolute necessity.

Note: The Company has no

.strategies
:Corporate strategies
Backward integration, through
establishing organic farms and extraction
plant for organic line, this strategy to
ensure quality and make control of all
production processes so we can met high
.standards

:Business strategies

Product differentiation, in this strategy

we are going to produce high quality
beverages different of other products
targeting market segment less sensitive to
price and more for quality, this strategy
against the previous strategy of price
.differentiation
We are going to make our products
preferred by well-known retails and first
choise of hotels resorts, and compete
offshore
Market penetration;By mass media
campaigns, activeadvertising, retails and
.distributers promotions

:HR Strategies
External recruitment for high technical
jobs and new known positions for the firm.
We going to recruit highly trained with
.good experience employees
Training for the current work force by
developing training programs designed
6

professionally and after deep TNA, part of

these programs in-house and others
outsourced