Dairy & Dairy products
Building a Future-Ready Dairy Giant: How SADAFCO is Driving Agility and Digital Transformation
In this episode of Masters of Change, Diogo Victoria and Shrikanth Andali from Saudia Dairy and Foodstuff Company share how the organisation is evolving in a fast-changing market. With a strong legacy in the GCC dairy industry, SADAFCO has built a reputation for quality and consistency, delivering premium products through an extensive network of over 3,500 sales routes. From adapting to shifting consumer behaviour in Saudi Arabia to building a data-driven sales ecosystem, they discuss what it takes to balance legacy strengths with future-ready capabilities.
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1. Adapting to a Changing Saudi Market
How is SADAFCO balancing traditional dairy products with evolving consumer demand?
Diogo Victoria: Saudi Arabia is undergoing rapid transformation, both economically and socially. This shift is influencing not just trade structures but also consumer behaviour.
We closely study how different channels operate. Modern trade is typically a planned shopping environment, where experience and assortment matter. In contrast, traditional trade is more impulse-driven.
What we see is that habits formed in modern trade often carry over into traditional trade. Given how quickly markets evolve here, sometimes within just a few months, staying close to these shifts is critical.
2. Maintaining Quality in Extreme Conditions
How do you ensure product quality in extreme climate conditions?
Diogo Victoria: We operate largely in the UHT milk category, which offers a longer shelf life of around three months. This helps us maintain quality while ensuring availability across markets.
That said, quality is non-negotiable for us. Even as market dynamics change, that remains constant.
3. Agility and Evolving Business Models
How are your sales and distribution strategies evolving?
Diogo Victoria: The key is agility. Business models today cannot remain static. What works now may need to change in a matter of months.
We are focused on building an organisation that can continuously adapt.Ultimately, it comes down to people. A young and evolving consumer base requires us to stay flexible and responsive.
4. Digital Transformation and Vision 2030
Shrikanth, what drove your decision to invest in digital transformation?
Shrikanth Andali: Our long-term roadmap is defined by SADAFCO Vision 2030, which focuses on growth, profitability, sustainability, and market leadership.
Digital is a core enabler of this vision. As we evaluated partners, we prioritised scalability and a collaborative approach. We were not just looking for a vendor, but a partner who understands the business context.
5. Retail Intelligence and Data-Led Decisions
How important is data in your decision-making today?
Diogo Victoria: We are moving beyond basic execution towards becoming truly data-driven.
Retail intelligence helps us understand both product performance and consumer behaviour at a granular level. This allows us to anticipate market changes and respond faster.
Digital transformation must deliver real business value. It should empower teams and improve decision-making on the ground.
6. Sales Transformation and Capability Building
Are you investing in team capabilities alongside technology?
Diogo Victoria: Absolutely. We are driving a broader sales transformation, which includes upskilling teams and bringing in new talent with digital capabilities.
We refer to this internally as building a new sales ecosystem. Performance is closely linked to clear KPIs, and digital tools play a key role in enabling that.
7. Navigating Legacy Systems and Change
Shrikanth, what challenges have you faced during this transition?
Shrikanth Andali: One of the biggest challenges is building capability across the organisation, both in terms of technical skills and change management.
From a systems perspective, legacy infrastructure needs to coexist with new platforms for a period of time. Managing that transition requires careful planning and execution.
8. Balancing Heritage with Transformation
How do you ensure that transformation does not disrupt core strengths?
Shrikanth Andali: SADAFCO has a long-standing legacy, and many of our processes are built on what has worked well over the years.
The goal is to strike the right balance, retaining what adds value while adapting to new ways of working. Trust remains a foundational principle as we guide teams through this change.