AMS Baeshen & Co. was established some eighty years ago, as a family concern, trading in a wide range of Fast Moving Consumer Goods, including foods and detergents. The business grew from modest beginnings and, some time later, the business was successful in obtaining exclusive distribution agreements with various multinational FMCG companies for the Kingdom of Saudi Arabia.

The next phase in the development of the Company was to pursue a strategy of vertical integration, and to develop and market its own brands rather than be restricted to being merely a distributor.

This was the time, a unique concept in the Middle East which has since been copied by many other businesses. The strategy bore fruit and freed the Company from its ties to large multinational organizations, allowing business to prosper substantially and a new product portfolio of tea and sugar to emerge.