Chef Middle East plans to expand its presence across the region by following the mantra of CEO Steve Pyle – doing the simple things and doing them well.

Pyle was speaking to Catering News Middle East at Gulfood 2018 in Dubai World Trade Centre.

“Our strategy is really a simple one – it is to continue to support the people we work with and continue to grow our share of basket with our existing clients while maintaining opportunities for customer acquisition as well,” he said.

“One of the things we have been doing at the latter part of 2017 is investing in infrastructure in order to support the markets we work in outside the UAE. We are building platforms for growth so we hope to be able to replicate some of the things we did in the UAE last year.”

Pyle also spoke about the importance of having a presence at Gulfood.

“It is important for us to be here with the brands we are supporting,” he said, adding that Chef Middle East has a specific focus on the Valrhona and Sosa brands at this year’s event.

“Sosa is a new brand for us underneath the Valrhona umbrella. But we see huge opportunity for that, not just in the UAE market but also In Oman and Qatar where we work. We are looking ahead with enthusiasm for what we hope will be a good year for the business.”