EDITA Digitally Transforms Egypt’s USD 15 Billion Retail Food Sector

  • EDITA Has 66,000 Wholesale and Retail Customers, Exports to 17 Markets

  • SAP Delivery and ERP Solutions Enable Real-Time Insights on Distribution

CAIRO, Egypt – 24 November 2020 — EDITA, a leading FMCG company in Egypt and the Middle East, announced today at Cairo ICT that it is moving forward with its digital transformation roadmap with global technology company SAP, to drive Egypt’s USD 15 billion retail food sector.

As Egyptians continue to show rising demand for food and beverages, the country’s retail food market has reached an impressive USD 15 billion, according to the United State Foreign Agricultural Service.

EDITA is supporting Egypt’s food innovation. With five state-of-the-art production facilities encompassing 31 production lines, as well as a nationwide distribution network, EDITA is well able to meet the constant demand for its products. Its customer base includes more than 66,000 wholesale and retail customers, with exports to more than 17 markets in the region.

EDITA went live with one more successful implementation of SAP Direct Store Delivery (DSD) Mobile Android Solution 2.0 integrated with SAP ERP Central Component (ECC), mobilizing all the sales and distribution processes into the new state of the art technology. EDITA now runs business processes with the best practices in the consumer products industry. With SAP and partner help, EDITA has achieved its requirements and can move into the digital transformation of the DSD operation.

With a big-bang go-live of nearly 700 devices over 25 distribution centers scattered all over the country, SAP DSD Mobile Android and SAP DSD Backend on ECC runs the complete end-to-end sales force and distribution activities, including presales and van sales scenarios. EDITA, using the full functionality offered by the product, is helping to increase the market share of brands that are leader in the Egyptian market.

“As the Middle East’s food and beverage market rises, EDITA needed full visibility to enhance production and distribution, and to meet customer needs,” said Hoda Mansour, Managing Director, SAP Egypt. “EDITA, thanks to its digital transformation with SAP, now has real-time insights to enhance its competitiveness and Egypt’s standing as a leader in food and beverage manufacturing.”

The vendor ZEBRA offered the latest mobile hardware technology and printers, so that the SAP solution runs with the best performance and processing time at point of sales.

“This project started in January 2020 as part of Edita Information Technology strategic roadmap with a very detailed design phase, keeping all technical and business requirements from the business as a key of success, push the change management to move towards more paperless environment using E-signatures,” said Ihab Selim, Chief Information Officer, EDITA. “EDITA’s requirements also included making sure of systems availability up-and-running in a very high demand operation and synchronization process; using the full end to end functionality.”

The project is one of the few worldwide implementations of SAP DSD Android 2.0, integrated with SAP ECC, including a lot of standard customizations, validations, and control points on the mobile platform.

The company also needed real-time market order creation on the ECC side, such as deal conditions, uploading of PDF documents for legal purposes, reloading and unloading, stock visibility, loading confirmation, e-signatures, and invoice and credit note generation. Additional functionalities are real-time tracking for all drivers’ achievements during the day, using our internal dashboards.

“EDITA would like to thank SAP Consulting, development teams, the partners MAS and MBIS for their project management skills, expert technical teams for helping them to deliver this amazing project remotely and during COVID-19”, said Eng. Hani Berzi, Chairman & CEO, EDITA. “The magic five words that can define this project: project management, planning, experts, dedication, and seeking success.”

Photo Caption: (center right) Hoda Mansour, Managing Director, SAP Egypt with (center left) Eng. Hani Berzi, Chairman and CEO, EDITA celebrate EDITA’s digital transformation.