sugar. The local market had a thirst for strong, richly flavored tea that the Baeshen brothers quenched with the importation of a long-leaf Ceylonese tea. The tea was packed in wooden chests at its origins and shipped across the Indian Ocean to what was soon to become modern-day Saudi Arabia. Abu Jabal (meaning “father of the mountain,” “father of” being typical of named products at the time) first appeared in Arabia in 1920. Over the following 30 years, Abu Jabal became so popular with Saudi tea drinkers that other importers deviously slapped the brand name on their own products, hoping to trick consumers into buying their tea.
early development and remained an active member for much of his life. Today, the JCCI headquarters has a hall named after him.
demanded the evolution of the company from a family
business to a progressive, vertically-integrated operation
that embraces the ways of modern commerce;
innovation both in production and corporate structure;
and in-house development of brands that meet consumer
needs. These are the cornerstones of a company intent
on controlling its own destiny as it navigates an everchanging
business environment. This is the profile of
Ahmed Mohamed Saleh Baeshen & Company.
To diversify tea sourcing, better control quality and to
have more operating flexibility, the company decided to
vertically integrate its business and started tea blending
and packing. Something of an industrial “revolution” had
already swept Saudi Arabia in the ‘70s and ‘80s. With the
influx of new wealth, some of the more far-sighted titans
of Saudi industry recognized the financial and cultural
advantages to establishing local manufacturing
operations. South Jeddah, long a literal wasteland,
became crowded with manufacturers and warehousers.
Founded by Mr. Ahmad Mohammad Baeshen as a trading company in a wide range of commodities
Introduced own “Rabea” brand and directed focus on tea by also introducing other brands
Established one of the largest state-of-the-art factories in the Middle East covering tea buying, tasting, blending, packing, distributing and selling.
First to enter the market with re-sealable (foiled-wrapped) teabag pack to keep it fresh and last longer
Re-launched Rabea brand with full family of offerings – Premium, Express, and Green
Introduced new carton package innovation for full leaf tea products.
Establishment as a joint stock company
Launch of Talqeemah in teabags
Launch of Herbal and Speciality range consisting of 7 variants