65 Years of Building Brands Together with General Mills

Basamh Trading Company (BTC) recently had the privilege of hosting Matt Salter and the General Mills leadership team at our headquarters in Jeddah, as we marked an important milestone of 65 years of partnership between Basamh Group and General Mills in the Saudi market.

For us, this partnership has always gone beyond distribution. It is built on shared ambition, mutual trust, and a joint commitment to serving Saudi families with brands that stand for quality, reliability, and innovation. Together, we have helped shape and grow key categories such as cake mixes, healthy snacking bars, and extruded snacks, placing much-loved products at the heart of homes across generations.

Our consumers’ trust is our greatest endorsement, with Betty Crocker now ranked among the top household brands in KSA and 9th most loved food brand a testament to the power of long-term collaboration and consistent execution.

Looking ahead, BTC and General Mills remain aligned on a clear ambition: to build on this legacy by sourcing globally, producing locally, and elevating how we serve consumers and communities across the Kingdom, in line with Saudi Vision 2030.

We extend our appreciation to Matt Salter, Manuel Garabato, Hossam Abdelrahim, Lluis Tricas Rosell and the entire GM team for 65 years of trust, collaboration, and shared ambition and for partnering with us to shape what comes next.