Early 1920s, our first generation began the journey followed by our second generation in 1956 as textile traders, it was in 1994 when our third generation shifted to import and export. The beginning was a small venture, limited to the importation and distribution of beverages to few local supermarkets and hotels in The Gambia-West Africa.
In 1995, the few product list became few hundreds thereafter thousands of products and services, including sole agencies of several world top brands such as P&G, Pepsi, RC, nestle and more, supplied to all the major hotels, supermarkets and wholesalers.
Our voyage into globalization began in 2000, crossing the borders, into Senegal thereafter Guinea Bissau, Sierra Leone, Burkina Faso, Guinea Conakry, Ghana, Mauritania and Guinea Equatorial. In 2003 The Middle East (Lebanon and Syria), and further into West & Central Africa. Europe in 2004 (Spain, Germany and France), South America (Paraguay 2004, Uruguay 2005, Chile 2010 and Panama 2011), UK 2006, Egypt along with Yemen and Iraq 2012, Canada 2016.
Emerge Of Subsidiaries
To further facilitate our expansion into other business sectors (building Material, Finance & Investments, Manufacturing, freight forwarding and logistics) specialized subsidiaries emerged into existence, starting with Brotherhood International (1994), Cash& CarryA�Group (1995), United Engineers Holdings (2001), You& Me United group (2001) and super Star (2002)
Our first experience in private branding commenced in 2000 with HAWRAA edible oil, the success we had brought our popular brand MIRACLE into existence in 2004.
Years down the road, with hundreds of items (detergents, baby diapers, paper products, disposable medical supplies etc.), few more brands joined the family. We are proud to have transformedA�from an unsung brand into a house hold brand that is well known in many countries.
Through the years, we have been able to build a reputation of conformability and quality that put us in a condition of competitiveness and innovated growth. We choose to be highly selective in acquisitions and continuous investment in products and technology and by maintaining a significant program of re-investing in and expanding of our existing markets. It is for these reasons we are Expert in consumersa�� needs.
Approaching our Centennial Anniversary, It is within our objective to expand further our operations as well as maintaining our outstanding participation in our existing markets, we visualize the future of our company in meeting the increasing volume of competitors and the increasing demand of our customers through enhancing our customersa�� loyalty by the quality of our environment and by offering a comprehensive and compatible range of products and services that are designed to meet their specific needs and requirements.