MMI and Edouard Garabedian partner for Ethiopia growthBy Kristiane Sherry
MMI (Maritime Mercantile International), an alcoholic beverage distributor across the Gulf, and Edouard Garabedian, an independent drinks distributor in Ethiopia, have announced a strategic partnership to drive future growth in the country.
The new partnership is said to provide a strong platform to capitalise on and develop the market’s growth by combining the local knowledge of Edouard Garabedian with MMI’s experience of accelerating growth, brand, retail and category development, and logistics infrastructure.
Ethiopia is experiencing a growth trajectory, driven by improving key economic indicators, diversification of the economy and rapidly developing infrastructure.
This is translating into a growing imported wines and spirits sector, bolstered by the development of high-end hotels, premium on-trade and a large population with an emerging middle class.
Edouard Garabedian will continue to operate as a privately-owned Ethiopian company. As a strategic partner, MMI will act as a consultant to support growth and will lend immediate support in supply chain via its facilities in Jebel Ali.
Local management does not change, with Hratch Djerrahian continuing in his role as Edouard Garabedian general manager.
“We are delighted to be formalising our association with Edouard Garabedian – a company with a proud history, heritage and proven track record,” said MMI COO, Iain Delaney.
“Ethiopia, and the wider region, is reaching an exciting point in the development of the imported alcoholic beverage category and the future growth outlook is strong. The combination of the Garabedian team’s in-depth local knowledge and outstanding portfolio – both built over many decades – and MMI’s international experience and infrastructure provide a strong platform to deliver accelerated growth in an already fast developing market”.
David Garabedian, director of Edouard Garabedian added: “We are excited to be working with MMI and to be exploring new ways to help fuel our and our brand owner’s growth in Ethiopia.
“We have 60 years’ experience in this market and continue to plan for the long term. Utilising MMI’s knowledge and regional infrastructure there is no doubt we will realise faster growth and further consolidate our leadership position in the market.”
Dubai-based MMI is a subsidiary of the Emirates Group. The marketing, sales and distribution firm is headquartered in Dubai and have a footprint in 42 countries across East Africa, Gulf & Middle East, Indian Ocean and South East Asia.