DAL Food 2018

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In 2013, DAL Food company was formed by the integration of Sayga Flour Mills, DAL Dairy Factory, DAL Food Industries, and DAL Agriculture to establish a larger, more cohesive Agri-Food business valued at around $1 billion. This integration has helped increase access to DAL’s quality products, thereby playing a pivotal role in improving people’s daily lives all around Sudan and beyond. DAL Food recognized that it has grown to a size and complexity where it can no longer be managed effectively through informal networks, individual conversation, and disjointed management practices. This triggered the need to develop a clear, powerful and differentiated position that set DAL Food apart from competition and build loyalty and pride around the DAL Food brand. Sam Scott DAL Food head of Strategy introduced DAL Food 2015 - 2019 Strategy “Good Food for Better Lives”; what he believed that it would bring the strength and character to the company. During the strategy period, DAL faces the challenges of running a successful business in the home of one of the worst economies in the African continent, from US sanctions, dwindling incomes, skyrocketing inflation year over year, and deteriorating infrastructure causing hardship for the Sudanese consumers. DAL has successfully built a diverse and resilient organization with a focus on key capabilities to survive and thrive in the harsh unique business conditions. However, in 2018 given the significant shifts in the political and economic landscape, particularly regarding changes to US economic sanctions and the rapid deterioration of the value of the Sudanese currency (SDG). DAL Food has chosen to conduct a strategic review to ensure DAL Food will be correctly positioned to capitalize on new opportunities and manage emerging threats.

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