Sustain MENA: Super Food FZCO on Supply Chain Disruptions and Market Adaptation
As part of its ongoing Sustain MENA project, DairyNews.today continues to speak with companies across the region to understand how businesses are navigating today’s challenging environment and maintaining operations under pressure. In this interview, Yashica Hikel, Commercial Director at Super Food FZCO, shares how the company responded to immediate supply chain disruptions, managed operational uncertainty and is now adjusting its strategy to navigate a volatile but evolving market landscape.
Where was your business when the situation escalated, and what were the first challenges you faced?
At the time of escalation, our operations were fully active in the UAE, supporting distribution across the wider Middle East.
The immediate impact was felt across our logistics network. We experienced shipment delays into key ports such as Jebel Ali and Dammam, alongside container re-routing due to heightened risk in critical shipping lanes. This was compounded by a sharp increase in freight costs, including war risk surcharges, and reduced visibility on delivery timelines.
As a result, we were managing both cost pressure and service uncertainty fr om the outset.
How did you respond in those early days—what key decisions helped stabilize operations?
Our response was centered on disciplined risk management and operational continuity.
We tightened control over shipment flows to avoid overexposure, ensuring we did not release new cargo while previous shipments were still in transit. At the same time, we introduced phased shipment planning to better manage both risk and working capital.
We also activated alternative logistics routes, particularly road freight, to maintain service levels for key customers, while enhancing real-time coordination with suppliers and logistics partners.
These actions enabled us to stabilize operations quickly while continuing to meet customer commitments.
What were the biggest disruptions for your business, and how did you manage them?
The most significant disruption was the loss of predictability in our supply chain.
We faced extended transit times, shipment delays, and increased volatility in freight and insurance costs. This directly impacted delivery reliability and planning cycles.
To address this, we diversified our logistics approach—shifting part of our volume to road transport wh ere feasible, prioritizing critical orders, and strengthening supply chain monitoring to respond in real time.
Equally important, we maintained transparent communication with our clients, ensuring alignment and trust during a highly uncertain period.
How would you describe the current situation in the MENA market?
The market remains active, but under sustained pressure.
Across industries, businesses are dealing with delayed shipments, elevated landed costs, and ongoing supply chain inefficiencies. This is leading to margin compression and more cautious planning cycles.
That said, the market is adapting. There is a clear shift toward resilience, with companies rethinking sourcing strategies and logistics models to navigate ongoing volatility.
Have you seen any shifts in consumer behavior or new opportunities emerging?
Yes, there has been a notable shift in priorities.
Customers are placing greater value on reliability and supply security, not just pricing. There is also increased openness to alternative sourcing routes and origins, as businesses look to mitigate risk.
This environment has created an opportunity for us to reposition ourselves—not just as a supplier, but as a solutions partner—offering flexibility in both product and logistics to support our customers more effectively.
Looking ahead, how do you see the market developing over the next 6–12 months?
We expect continued volatility in freight costs and transit times, with gradual stabilization but not a full return to pre-crisis conditions in the near term.
The industry will increasingly focus on building more resilient and flexible supply chains.
From our side, we are proactively adapting by diversifying sourcing and logistics routes (e.g. Road transport from Turkey and Jordan), strengthening inventory planning, and enhancing our value proposition as an integrated solutions provider.
Our priority is to remain agile, maintain service reliability, and continue supporting our customers through a dynamic and evolving landscape.
At the time of escalation, our operations were fully active in the UAE, supporting distribution across the wider Middle East.
The immediate impact was felt across our logistics network. We experienced shipment delays into key ports such as Jebel Ali and Dammam, alongside container re-routing due to heightened risk in critical shipping lanes. This was compounded by a sharp increase in freight costs, including war risk surcharges, and reduced visibility on delivery timelines.
As a result, we were managing both cost pressure and service uncertainty fr om the outset.
How did you respond in those early days—what key decisions helped stabilize operations?
Our response was centered on disciplined risk management and operational continuity.
We also activated alternative logistics routes, particularly road freight, to maintain service levels for key customers, while enhancing real-time coordination with suppliers and logistics partners.
These actions enabled us to stabilize operations quickly while continuing to meet customer commitments.
What were the biggest disruptions for your business, and how did you manage them?
The most significant disruption was the loss of predictability in our supply chain.
We faced extended transit times, shipment delays, and increased volatility in freight and insurance costs. This directly impacted delivery reliability and planning cycles.
To address this, we diversified our logistics approach—shifting part of our volume to road transport wh ere feasible, prioritizing critical orders, and strengthening supply chain monitoring to respond in real time.
Equally important, we maintained transparent communication with our clients, ensuring alignment and trust during a highly uncertain period.
How would you describe the current situation in the MENA market?
The market remains active, but under sustained pressure.
Across industries, businesses are dealing with delayed shipments, elevated landed costs, and ongoing supply chain inefficiencies. This is leading to margin compression and more cautious planning cycles.
That said, the market is adapting. There is a clear shift toward resilience, with companies rethinking sourcing strategies and logistics models to navigate ongoing volatility.
Have you seen any shifts in consumer behavior or new opportunities emerging?
Yes, there has been a notable shift in priorities.
Customers are placing greater value on reliability and supply security, not just pricing. There is also increased openness to alternative sourcing routes and origins, as businesses look to mitigate risk.
This environment has created an opportunity for us to reposition ourselves—not just as a supplier, but as a solutions partner—offering flexibility in both product and logistics to support our customers more effectively.
Looking ahead, how do you see the market developing over the next 6–12 months?
We expect continued volatility in freight costs and transit times, with gradual stabilization but not a full return to pre-crisis conditions in the near term.
The industry will increasingly focus on building more resilient and flexible supply chains.
From our side, we are proactively adapting by diversifying sourcing and logistics routes (e.g. Road transport from Turkey and Jordan), strengthening inventory planning, and enhancing our value proposition as an integrated solutions provider.
Our priority is to remain agile, maintain service reliability, and continue supporting our customers through a dynamic and evolving landscape.
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The Dairy MENA Congress will take place on November 5–6.
Gold Sponsor of the MENA Dairy Congress is alainfarms.com/">Al Ain Farms.
Our partners: Super Food FZCO, International Dairy Federation (IDF).
If you would like to participate in the MENA Dairy Congress, please complete the registration form below:
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