AMS Baeshen & Co. is one of the first and most enduring Saudi companies, which has transformed over the years from a traditional family business into a modern closed joint stock corporation. The company is well known for its flagship brand “Rabea” tea amongst others, and is proud to be referred to as the “House of Quality Teas”- specialized in innovating & producing different blends, formats and packages. Having its own tea factory in Jeddah, & with machinery that can produce up to 400 teabags per minute, AMSB owns the biggest tea factory and the only tea lab in Saudi Arabia.
AMSB is well-known not only for putting quality products on supermarket shelves, but for providing the market with a unique, innovative taste of their favorite hot beverage With more than a century of experience in the Arabian marketplace, it has also earned a reputation for breaking new grounds in marketing, manufacturing, quality and other business practices. This modern operation and innovation is supported by several other functions within the company including: Human Recourses, Finance, IT, Sales, Supply Chain, & Corporate Affairs.
AMS Baeshen & Co. is one of Saudi Arabia’s oldest trading families. It is mentioned in the same breath as the other great family merchants of Arabia: Ali Reza, Jamjoom, Bin Zagr and others. More than any of the other merchant families, however, AMS Baeshen & Co. has recognized the mandates of modernization, reassessing product lines and revolutionizing corporate structure to meet the challenges of the 21st century.
AMS Baeshen & Co. is unique among the great traders. As far back as the introduction of Abu Jabal in 1920, the Baeshen brothers, Ahmed and Abdulkader, were not just importing the brands of others. They were building their own brands. Bee Sugar, a market leader in its segment still today, soon followed the introduction of Abu Jabal as a proprietary brand
Since its official registration in 1957, AMS Baeshen & Co. has experimented with and refined its product line. It slowly shed its underperforming products and began to focus on its own brands: tea and sugar. Having registered Rabea in 1969, the company ultimately expanded the variety of teas available under the label. Today, Rabea comprises more varieties of tea than any other brand in the region.
In 1994, AMS Baeshen & Co. joined the crowd, assembling the Kingdom’s largest tea factory in a bold step towards constructing a vertically integrated tea industry. Company officials scoured the globe in search of state-of-the-art machinery. Once the machinery was acquired, continuing expenses included maintenance and spare parts, none of which the company had to worry about when buying packed tea from Sri Lanka. Today, however, the factory’s Tea Lab is considered one of the world’s best and the factory has earned numerous international certifications, including ISO9001, OHSAS 18001, ISO 22000, ISO 14001, and the Saudi-specific SASO.
Nevertheless, the new facility came with many advantages. It freed the company of contractual obligations to buy only Sri Lankan tea and made it possible to blend non-Sri Lankan teas with Sri Lankan product. With tea plantations flourishing in various parts of the world, the company was able to produce tea products blended with teas from around the world, better controlling quality and hence improving both customer satisfaction.
Today, AMS Baeshen & Co. operates with best practice corporate governance and has transitioned into a closed joint stock company after three to five of years of deliberate planning and due diligence. With their openness in thinking, the shareholders have incorporated in the company’s bylaws the election of independent board members who should be at least equal to the number of board members who are shareholders.