The largest food company in the United States and the second largest worldwide, Kraft Foods, has become not only a common household name, but also synonymous with success in the world of fast moving consumer goods. Although the company is best known for its cheese products, Kraft maintains a diversified portfolio with hundreds of well- known brands covering every category from ketchup to chocolate. Patrick Satamian, vice president and area director of Kraft Foods Middle East and Africa, explained how the company has managed to establish and maintain its position as a global leader in the industry. “Kraft is a company that focuses very much on quality, on integrity, on the way our products are manufactured, the way we distribute our products, the freshness of our products; there’s a combination of factors which explain why we are in the leadership position in various categories,” he said. The cornerstone feature of
