At a time when Ahmed Mohammed Saleh Baeshen & Co. became a partnership company, the two brothers created a special blend of Ceylon tea that they served only to family and friends. It is reported that the new mixture won the admiration of many to the extent that they encouraged the two brothers to market it and present it to the public. The brothers responded to the request and it was the beginning of the birth of Rabea Tea, which today includes the largest variety of tea under one brand name in Saudi Arabia. Saudi Arabia in the late nineteenth century was a very different place than it was in the 1950s, where it was far from all The distance from the commercial, social and cultural environment that developed during the second half of the twentieth century. Everything in the kingdom was undergoing a massive change, from transportation to eating habits. The business environment, which has long been conducive to family businesses, is beginning to present challenges that require thinking about new ways to go along with the new approach to consumers.
The mission of Ahmed Mohammed Saleh Baeshen & Co. was to meet these challenges without sacrificing the company’s long-term mission of maintaining the trust of Saudi consumers by providing high quality products. This simple equation has achieved success for both consumers and the company
Facing these challenges requires developing from a family business into an advanced and vertically integrated commercial entity that adopts modern trade methods and innovation in production and company structure. And internal development of brands that meet consumer needs. It was the cornerstone of a company determined to control its own destiny as it operates in an ever-changing business environment. This is an overview of Ahmed Mohamed Saleh Baeshen & Partners Co.
The local market was thirsty for the heavy, rich-flavored tea that the Baeshen brothers released with the import of long-leaf Ceylon tea. The tea comes with its freshness and flavor as a result of being packed in wooden boxes in the country of origin and transported across the Indian Ocean to reach what is now the Kingdom of Saudi Arabia. Abu Jabal first appeared in the Arabian Peninsula in 1920, matching its name and a model for the products found at that time. Over the next thirty years, Abu Jabal has gained so much fame among Saudi tea lovers that other importers have started deceptively putting the brand name on their products. Hoping to deceive consumers into buying their own tea. At the time, trademark protection was an unknown concept. But in 1954, the Baeshen family registered the Abu Jabal trademark with the Saudi authorities. This put an end to any confusion that might arise as a result of unscrupulous competition. In the same year 1954 the sugar bee brand was registered. Three years later, On April 11, 1957, the family business was officially registered with the Saudi authorities under the name Ahmed Muhammad Saleh Baeshen & Partners Company