Lamar Egypt is a leading food and beverage company headquartered in Cairo, Egypt, renowned for its premium range of dairy and juice products. The company is a subsidiary of the Middle East Food Company and has established itself as one of the top players in the Egyptian FMCG sector, with a growing footprint in international markets.
History and Background
Founded in 2006, Lamar began as a vertical integration initiative to bring high-quality dairy and juice products to the Egyptian market. By 2012, the company had expanded its operations with the launch of its fully integrated juice plant and dairy production facilities. It is part of the parent group “Middle East Food Company,” which owns 8,000 feddans (approximately 8,300 acres) of farmland used for cultivating fruit and fodder crops to supply Lamar's production line.
Core Business and Offerings
Lamar specializes in the manufacturing and distribution of:
- 100% Natural Juices: Orange, Pomegranate, Mango, Apple, Pineapple, Grape, and Tomato.
- Fresh Dairy Products: Full Cream Milk, Skimmed Milk, Lactose-Free Milk, and flavored milk options.
- Dairy Alternatives: Almond Milk, Oat Milk, Coconut Milk under its sub-brand TOM (The Other Milk).
- Cooking and Whipping Creams for culinary use.
The company prides itself on being among the few in the region that control the entire supply chain—from farm to shelf—ensuring product purity and traceability.
Specialization and USP
Lamar’s unique strength lies in its complete vertical integration. All raw materials are grown, processed, and packaged in-house, allowing Lamar to ensure 100% juice products without preservatives, artificial colors, or added sugars. Their dairy farm, one of the most advanced in Egypt, houses over 7,000 Holstein cows with state-of-the-art milking and cooling systems that comply with global food safety standards.
Additionally, Lamar’s ultra-filtration and sterilization processes have positioned them as pioneers in aseptic milk and juice packaging in Egypt, using SIG Combibloc technology.
Financial Performance
While detailed financials remain private, market intelligence reports indicate that Lamar holds a double-digit market share in Egypt’s juice and milk sectors, competing closely with multinationals such as Juhayna and Beyti. Based on various industry benchmarks and import/export analytics, Lamar's estimated annual revenue exceeds $40 million USD as of 2023.
Export and Shipment Records
According to trade data from platforms like ImportYeti and Volza:
- Export Regions: GCC countries, East Africa, and select European markets.
- Average Shipment Value: Between $15,000–$40,000 per consignment.
- Export Growth: 20% year-over-year increase in export volume since 2021.
- Top Imported Products: Long-life UHT milk, mango juice, and almond milk.
Notable international trade partners include distributors in Saudi Arabia, UAE, Kenya, and Germany.
Target Markets
Lamar’s primary target segments include:
- Health-conscious urban families in Egypt and MENA.
- Retail and supermarket chains across the GCC and African region.
- HORECA sector (Hotels, Restaurants, Catering) for cream, milk, and juice products.
- Vegan and lactose-intolerant consumers via its TOM dairy alternative brand.
Capabilities and Infrastructure
- Farm Capacity: 7,000+ dairy cows, irrigated by center pivot systems.
- Production Lines: 4 high-speed aseptic production lines.
- Cold Chain: End-to-end cold chain logistics for local and international markets.
- Certifications: ISO 22000, HACCP, BRC, and Halal certifications.
Lamar has invested significantly in cold storage and quality assurance labs to meet global food safety norms.
Certifications and Compliance
Lamar is compliant with both Egyptian Organization for Standardization and international food safety bodies, holding:
- ISO 22000:2018 – Food Safety Management
- BRC Global Standard for Food Safety
- HACCP Certified
- Halal Certification for all product lines
- FDA registration for select export SKUs
Customer Testimonials
“Lamar’s lactose-free milk helped us retain customers in the health aisle. Their timely shipment schedules and product quality make them a preferred supplier.”
— Buyer, Carrefour Egypt
“Their UHT mango juice is one of our fastest movers in the Gulf retail channel.”
— Regional Distributor, UAE
Achievements and Recognitions
- Top 5 FMCG Exporter from Egypt in 2022 by Egypt’s Ministry of Trade and Industry.
- Best Dairy Innovation Brand at the Middle East Beverage Awards 2021.
- Recognized as one of Forbes Middle East's Top 50 Food Brands in the MENA region (2023).
- Launched Egypt’s first barista-grade oat milk in 2024 under TOM brand.
Lamar continues to scale globally, with a strategic focus on sustainable farming, clean-label beverages, and value-added dairy alternatives.
