HDF FZCO was established in the Jebel Ali Free Zone of Dubai in 2000 with the aim of establishing Pınar as a high-quality and reliable regional brand in the Middle East. The company also set up distribution routes for Pınar products in the Middle East, regarding the markets of Saudi Arabia, Kuwait, United Arab Emirates, Qatar, Bahrain and Oman.
The intensive promotional activities carried out by the company, have included marketing activities using retail and film channels, as well as sponsorship and social responsibility projects. The Pınar name is now a well-known brand in the region and recognised for its high quality.
HDF FZCO plays an active role in exporting the products of the Yaşar Group companies to the region, as well as procuring raw materials for them. The company also manages Yaşar Holding’s investment and strategic partnership projects in the region.
The company looks to develop new products, in line with the traditions and tastes of consumers in the region. As a result of their research, they have launched many innovative and customised products in the market. Through this diversified product range and their developing sub-brands, the company has reached a larger customer and consumer base.
The company’s net sales for 2015 reached TL 112.7 million. According to the 2015 Nielsen Study the company led the sector for soft labne cheese sales with market share values of 47.2%, 25.6% and 37.8% in Kuwait, Saudi Arabia and UAE respectively.
For two consecutive years, HDF FZCO was presented the ‘Product of the Year’ award in the labne cheese category, as the result of an extensive consumer research study conducted by the independent research company, TNS. The study incorporated the participation of 3,600 consumers across the Gulf countries.
HDF FZCO continues to conduct extensive market research in the region, to benefit from its strategic location and to define entry strategies to new potential markets. It also continues its work within the scope of the national Turquality project to support the brand development of Turkish products.