Exhibiting at International Food & Drink Event (IFE) 2025

Saramel Ltd, headquartered in Brentford, United Kingdom, is a specialized importer and wholesaler of premium quality dates and date-based products. With a strong sourcing network across North Africa and the Middle East, particularly Tunisia, the company supplies both conventional and organic dates to retailers, food processors, and catering companies throughout the UK and Europe.

Core Business and Product Portfolio

Saramel Ltd focuses on the import, wholesale, and distribution of date products, with a specialization in high-grade Deglet Noor dates, known for their translucency, firm texture, and honey-like sweetness.

Product Categories:

• Deglet Noor Dates:

  • Pitted and unpitted varieties
  • Dates on branch (natural presentation)
  • Standard bulk-packed dates for industrial and retail use

• Common Dates:

  • Mixed varietals sourced seasonally from Algeria, Tunisia, and other producing regions
  • Includes both semi-soft and dry date types

• Organic Dates:

  • Certified organic dates grown without synthetic inputs
  • EU Organic Certification standards applied

• Date Ingredients:

  • Pasteurized and processed dates for baking and confectionery use
  • Supplied in bulk for pastry production and energy bars

• Date-Based Pastries:

  • Specialty regional products made from dates, distributed in the ethnic food sector

All products are offered in various formats and pack sizes, catering to both B2B clients and niche retail markets.

Sourcing and Supply Chain

Saramel Ltd maintains long-term partnerships with date growers and processors in:

• Tunisia – Primary source of Deglet Noor
• Algeria and Morocco – Supplementary sourcing for seasonal availability
• Egypt and Middle East – For alternative varietals and bulk orders

The company ensures:

• Temperature-controlled shipping and storage
• Traceability from farm to distribution
• Packaging compliant with UK/EU food labeling regulations

By controlling the import process directly, Saramel optimizes cost-efficiency and product quality.

Market Positioning

Saramel Ltd primarily serves:

• Ethnic and Middle Eastern grocery stores across the UK
• Food manufacturers using dates as ingredients in baked goods and bars
• Organic food wholesalers and health food chains
• Catering suppliers for Ramadan and festive seasons

Their offering bridges the gap between bulk commodity imports and premium packaged ethnic products, with strong seasonal demand peaks during Ramadan and other religious festivals.

Quality Assurance and Certifications

While specific certifications such as BRC or ISO are not listed, Saramel Ltd ensures:

• Phytosanitary documentation for all imports
• Organic certification for relevant product lines
• Batch-level lot coding and COA compliance for B2B customers

The company emphasizes natural drying, minimal processing, and clean-label practices, catering to the increasing demand for natural sweeteners and vegan-friendly ingredients.

Distribution and Logistics

From its base in Brentford, West London, Saramel leverages:

• UK-wide logistics partners for pallet and carton deliveries
• Local delivery capabilities for independent retailers
• Flexible MOQ handling to serve small businesses and startups

International shipments, especially to EU clients, are supported through DDP (Delivered Duty Paid) or EXW (Ex Works) terms depending on client needs.

Customer Base and Relationships

Saramel’s customer portfolio includes:

• Independent supermarkets and Halal food shops
• Organic and health food distributors
• Pastry and snack manufacturers
• Event and foodservice caterers

The company has a reputation for:

• Responsive communication
• Competitive pricing
• Reliable year-round availability

Repeat business and word-of-mouth referrals form the core of their growth strategy.

Key Strengths

• Specialist in Deglet Noor date imports
• Multi-origin sourcing ensures supply chain resilience
• Ability to serve both bulk and retail-ready packaging needs
• Organic product availability for premium markets
• Culturally relevant product portfolio supporting ethnic market trends

Saramel Ltd continues to strengthen its position in the UK ethnic and health food sectors, offering high-quality, naturally sourced dates and ingredients that meet the evolving needs of both traditional and modern food businesses.