Fourth Milling Company celebrates dual triumph at FMCG Asia Awards 2024

Its adoption of SAP S/4HANA Cloud, Private Edition and its flour brand FOOM were recognised at the awards programme.

Fourth Milling Company, a leading player in the flour and milling industry, achieved double recognition at the prestigious FMCG Asia Awards 2024, clinching accolades for Digitalization Initiative of the Year - Saudi Arabia and Home Brand of the Year - Saudi Arabia.

In the Digitalization Initiative of the Year - Saudi Arabia category, Fourth Milling Company was lauded for its adoption of SAP S/4HANA Cloud, Private Edition. The initiative marked a shift from traditional, paper-based processes to a fully integrated digital platform, transforming how the company operates and interacts across departments, including finance, logistics, and production. This ERP integration streamlined operations and enabled real-time insights critical for decision-making.

According to Fourth Milling Company, the decision to implement SAP S/4HANA was spurred by the challenges inherent in traditional systems. Paper-based processes had become a bottleneck for tracking inventory, maintaining financial records, and ensuring regulatory compliance as the company expanded.

Led by Mr Mohamed Sabry, the company’s SAP Applications team ensured a seamless transition to the new ERP system. “They meticulously mapped out our existing processes, identified potential bottlenecks, and developed strategies to mitigate risks during migration. The team’s commitment to thorough testing and validation ensured that we maintained operational continuity whilst transitioning to the new system,” Fourth Milling Company stated.

Collaboration, user training, and change management were key to this shift. Regular workshops were conducted to ensure open communication and a sense of ownership amongst staff. Training was also put in place to empower staff to use the new system with confidence, whilst ongoing support and resources were made available to ensure a smooth transition.

By moving to an ERP system, Fourth Milling Company achieved enhanced data accuracy and availability. Once time-consuming, prone-to-error financial reporting had become streamlined whilst delivering reliable results. Inventory management had likewise improved, with real-time tracking capabilities allowing the company to respond to changes in supply and demand.

Automated processes replaced manual tasks, freeing employees to focus on higher-value activities and fostering a culture of continuous improvement.

“As we continue to evolve, we remain committed to fostering innovation and agility within our organisation,” the company stressed.

Fourth Milling Company’s popular flour brand, FOOM, meanwhile took centre stage in the Home Brand of the Year - Saudi Arabia category. Known for its quality and dedication to consumer needs, FOOM has distinguished itself through a product line that caters to both professional chefs and home bakers alike. By offering flour crafted from the highest quality wheat and adhering to strict quality control measures, FOOM has built a loyal customer base that values consistency, flavour, and texture in baking ingredients.

One of FOOM’s standout initiatives is its innovative packaging—a 1.5 kg resealable flour package designed to maintain freshness and protect against moisture, pests, and odours. The packaging initiative has been well-received by consumers and has contributed to increased customer satisfaction and demand for FOOM products.

With eco-friendly sourcing and production practices, FOOM also aligns itself with growing consumer preferences for sustainable products.

“Our packaging is designed to be eco-friendly, and we continually seek ways to improve our operations to reduce waste and energy consumption. By prioritising sustainability, we aim to provide our customers with flour that they can feel good about using, knowing that it is produced with care for the environment,” the company stated.

On top of these initiatives, FOOM prioritises informing customers to make better choices and empowering them with knowledge about their products. The brand’s website features key information, including usage tips, recipes, and baking techniques. This not only elevates consumers’ baking skills but also builds a sense of community around their culinary pursuits.

Most importantly, the brand has established strong communication channels through social media and surveys, allowing it to remain responsive to customer feedback. These interactions have enabled FOOM to refine its offerings based on direct consumer input.

“With every bag of FOOM flour, we deliver not just a product but a promise—a promise of quality, performance, and a commitment to enriching the baking experience for everyone,” Fourth Milling Company said.

The FMCG Asia Awards, presented by Retail Asia, spotlights companies that have left a significant impact on the industry. It is a prestigious event that celebrates outstanding companies in the fast-moving consumer goods sector for their exceptional products and remarkable initiatives.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].