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54 FMCG
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Production

Operation Excellence

Quality

54FMCG is a Branded Fast Moving Consumer Goods with a broad portfolio of Food, Bottled water, Personal Care and Home Care brands that add value to our consumers, shoppers and customer’s lives and to the broader community in which we operate.

We are passionate about understanding our consumers’ needs, we produce quality products and build reputable brands that drive consumer preference and are responsive to every consumer request and/ or complaints, a key requirement in building quality expectations of our consumers into our products.

To win consumers’ confidence and loyalty, we need to consistently deliver branded products, of excellent quality.

  • Putting the safety of our products and our consumers first.

We have stringent mandatory quality standards in place against which compliance is verified through regular audits and self-assessments.

  • Putting Consumers and Customers at the Heart of Our Business.

We actively engage our consumers and customers translating their needs and requirements, into our products and services, thus creating consumer value wherever we position our products.

  • Quality is a Shared Responsibility of all 54FMCG Employees and Our Business Partners.

Quality and consumer safety is the responsibility of every 54FMCG employee and 54 FMCG demonstrate visible and consistent leadership to meet this policy.

  • Building and Maintaining Excellent systems to Ensure the Quality and Safety of Our Products.

We are proactively and continually developing our systems and processes to ensure quality and safety throughout the whole value chain, and we are setting a benchmark for the business.

Quality Management Process

  • Quality is a Shared Responsibility of all 54FMCG Employees and Our Business Partners.

Quality and consumer safety is the responsibility of every 54FMCG employee and 54 FMCG demonstrate visible and consistent leadership to meet this policy.

  • Building and Maintaining Excellent systems to Ensure the Quality and Safety of Our Products.

We are proactively and continually developing our systems and processes to ensure quality and safety throughout the whole value chain, and we are setting a benchmark for the business.

Food Safety

54FMCG is committed to providing branded products and services, which are safe for their intended use.

54FMCG approach is to design safety into all products and processes. We identify and evaluate the consumer safety risk, for example those arising from innovation, and seek to either eliminate or manage them such that any risk is considered to be acceptable.

Health Safety

54 FMCG’s Environmental, Health and Safety and Social Policy is a management framework for establishing our overarching environmental and social and human resource management objectives and commitments. This is achieved through implementation of our management system in accordance with the requirement s of the ISO 14001 environmental management system standard and ISO 450001 occupational health and safety management system standard . This policy document applied to all our operations.

Contact 54 FMCG

Noah Plaza, Bole Road, 11th floor, Addis Ababa, Ethiopia

+251 116 673329

info@54capitalfmcg.com

Useful links

54 Capital

54 FMCG

Tena Cooking Oil

555 Soap and Detergent

Aquasafe

Tena Cooking Oil

555 Soap and Detergent

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54FMCG represents the following five companies which are engaged in the business of manufacturing consumer-focused products in Ethiopia namely: Health Care Food Manufacturing S.C., ZAK Ethiopia Manufacturing S.C., ASTCO Food Complex Factory S.C., Debrebirhan Natural Spring Water S.C. and Articraft Industries PLC. Today these companies manufacture well-known brands for the Ethiopian market including Tena Oil, 555 Laundry Soap and Aura Beauty Soap, Chef Luca Pasta and Aquasafe Mineral Water from their facilities.

© 2023,54 FMCG. All rights reserved.

Saad Aouad

Saad started his career in 2004 in JP Morgan’s London M&A Middle East team, moving to the TMT team in 2005 where he helped execute several transactions including : (i) Advising leading regional telecom operators in their international expansion – namely Orascom, Qtel and Etisalat (incl. its $2.9 billion acquisition of Egypt’s third mobile license). (ii) Advising French media group Lagardere on its acquisition of a 20% stake in Canal+ Group (€1.5 billion+), and KKR on its acquisition of Pages Jaunes (€6 billion+). In 2008, Saad joined Kingdom Zephyr Africa Management (KZAM) the leading pan-African private equity fund at the time. At KZAM, Saad sourced, executed, managed and exited multiple transactions including the full exit from CNIA Saada in Morocco (insurance company), where he led the successful IPO. He also worked on a number of transactions that became a success in the Africa PE space, namely OSEAD Mining, IHS Towers, Banque Atlantique and GTA (insurance).

In 2011 he moved to London based asset manager Duet Group where he co-founded and managed its Africa private equity platform. At Duet, he led the origination and execution of the second largest private equity transaction in Ethiopia to date ($90 million in Dashen Brewery; the second largest brewery in the country) as well as investments into QCIL in Uganda.

Saad graduated from EM Lyon with an MSc in Finance. He is a native Arabic and French speaker, and is fluent in English.

Joachim Yebouet

Joachim Yebouet holds over 30 years of extensive experience with the private and public sector organizations, having covered several senior management positions in multinationals and family conglomerates, and in-depth operational management expertise across Europe, Africa and the Middle East. He has held the position of Vice-President for Foods Supply Chain at Unilever and was responsible for Africa, Middle East and Turkey region for around 10 years. He re-joined FOODCO in 2018 after a three stent as CEO of Tiger Brands East African Industries from 2015 to 2018. From 2009 to 2013 he held the role of COO at Al Islami Foods in the UAE.

Joachim was a speaker at the 2017 The Economist & Unido GMIS (Global Manufacturing & Industrialization summit) in Abu Dhabi. He was also a Speaker at the World Manufacturing Symposium at Kings College Cambridge in the UK, and at the World Foods Secure Chain conference in Hong Kong speaking about Foods chain integrity. He was also speaker at Gulfoods in Dubai also at the Wharton Club Africa Executive CEO Forum in Addis Ababa and most recently at Indus Foods World Supermarket chain in India. Joachim was a member of the 2016 Deloitte C-Executive Business Development Roadshow in West Africa.

Joachim is French National and holds a Master’s degree in Mechanical Engineering.

Ferehiwot Teka

Frehiwot rejoined 54capFMCG in January 2020 and she is responsible for all Finance department activities including cash flow management, banking relations, Record control and reporting, Auditing, Tax, IT, Budgeting and forecasting, annual and management reports including shareholder reports, Relationship with investors and Shareholders are some of her responsibilities. She has more than 13 years of experience in different organizations in a role of Deputy CFO, Finance Manager, Process Improvement manager, Financial Planning and Analysis Manager.

Frehiwot holds an MBA from Jimma university and earns a BA in Economics from Addis Ababa University. Currently she is working on her CMA certification.

Edom Dawit

Edom Joined the company in April 2020 and responsible for all Human resources department including employee engagement, compensation and benefits, staffing strategies, performance management and talent development across the organization.  She has over 16 years of combined Administrative & Human Resources experience.  Prior to joining 54 FMCG, Edom worked at Ethio-chicken as Human Resources Director, worked at the Agricultural Transformation Agency (ATA) in different Human Resources profession and other different organizations under the human resources function. Edom holds Master of Businness Administration; specialized in human resources Management, Bachelor of Science degree & diploma in computer science.  Edom has certificate of Leadership from African Management initiative.

Aziz Iraqi

Aziz Iraqi is experienced executive with solid history of success in business and commercial aspects of international FMCG, food, bakery, personal care, and home care within MNC and family businesses. Administered company operations and commercial strategies in UAE/GCC and Africa, as International Commercial Director at Moulin D’or/ Gapaco for 4 years, Sales and Marketing Director at Al Islami Foods, and other significant leadership positions through out his professional years.

Aziz Iraqi is a native Arabic and French speaker, and is fluent in English and Spanish.

Abdul Bazeer

Sales & Distribution specialist experienced in business development, managing large team, greenfield projects, NPD launch with hands-on workable solution. Held executive positions in multinational companies like Glaxo, Nestle, Henkel, Kuwaiti Danish Dairy.

Started sales career with Pharma industry and moved on to FMCG domain. 27 years of rich and diversified experience. Managed all types of trade channels like General / Modern Retail, Institutions / Corporates for bulk sales, HoReCa Customers, online & alternate channels.

Handled diversified product categories like beverages, baby foods, chocolates & confectionery, culinary, detergents, home & personal care and sports nutrition.

Abraham Mekonnen

Abraham started his career as a Business Studies teacher in 2008 at The British International School, in 2009 he become The Business Manager and the after 1 year Human Resources and Administration Manger of the same company. In 2013 he changed a sector and joined the manufacturing industry Kalilty Foods S.Co (Cherealia) as Human Resources Development and Administration Department Head, in a summary he has been working in a Brewery, Cash and Carry retail chain and then joined 54FMCG 2017 as a director of Human Resources.

Currently Abraham is serving as Chief of Staff and corporate relations.

Abraham holds MA in Human Resources, BA in Business Management and Diploma in International Management. He is Ethiopian Citizen. He is a native Amharic speaker, fluent in English.   

Mirkarim Yakubov

Mirkarim started his career at Arthur Andersen LLP in Russia, and after completing his business degree, his professional career primarily focused in FMCG sector. He spent several years at Philip Morris Inc.’s Corporate Audit focusing on Food Business of Kraft Foods Inc. (prior to its spin off) working in EMEA region.  He later joined Kraft Foods Inc. (later known as Mondelez International Inc.) where he led CEE & MEA regional Finance Controlling organization and supported the execution of M&A transactions (acquisitions of Cadbury Inc., Danone Biscuit, Family Nutrition, Kar Gida). Prior to joining 54 FMCG companies, Mirkarim led corporate finance organization for Global SQRC at Reckitt Benckiser plc in the UK and supported integration of Mead Johnson Nutrition.

Mirkarim holds a MBA from IESE Business School in Spain. He is native/fluent in English, Russian and conversational in German and Spanish.

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  • Home
  • About us
    • Our history
    • Vision, mission & values
    • Our executive team
  • Our brands
    • Tena
    • 555
    • Aura
    • Aqua safe
    • Chef Luca
  • Companies
    • Health Care Food Manufacturers S.C.
    • Articrafts Industries PLC
    • Zak Ethiopia Manufacturing and Trading PLC
    • Astco Food Complex Factory S.C.
    • Debre Birhan Natural Spring Water S.C.
  • Business activities
    • EHS
    • Production
    • Supply chain
    • Planning
    • Logistics
    • Sales and Distribution
    • Marketing
    • Finance
    • IT
    • HR
  • Sustainability
    • Sustainability
    • CSR
    • EHS
  • News room
    • Articles
    • Latest news
    • Press release
    • Events
    • Gallery
  • Career
  • Contact us
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