Super touch is SAFCO's first venture in the fraternity of in-house branding and private label business. SAFCO's experience and reputation earned in its food distribution trade offering efficient service and quality brought along constant demand from the clients to supply various other products as well besides the mainline food supplies .
Disposables and packaging requirements saw an upturn in the Middle East with the construction and real estate development in the year 2000. For many years Safco depended on local procurement for these products from the UAE market to serve its end consumer segment. While the demand for the category was increasing so were the challenges being faced. Inconsistent supplies, price fluctuations, compromised quality were the major challenges we were always exposed to but had no direct command or control over. Risking the reputation earned with years of hardwork and committed customer service was alarming and needed to be addressed. This prompted Safco to create a full-fledged division for its disposables and packing business and in 2008 created an in house brand called Super touch.
With humble beginnings and cautious steps forward identification of reliable sources both locally and internationally to develop the brand portfolio and range became the key objective for first few years. With focus on Premium and hygienic quality yet remaining competitive in the market, and enabling clients to enjoy benefits of wide variety and top value is the vision for the group for its Super touch brand.