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ABOUT US - Members - Walid ASSAF |
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Walid ASSAF
Chairman and General Manager
Societe Moderne Libanaise Pour Le Commerce S.A.L. (SMLC) was
founded by the late Toufic Assaf and his brothers Youssef, Salim and Anis
Assaf in 1952. SMLC enjoys the unique distinction of being the first Pepsi
franchisee and bottler to operate in the Levant.
SMLC is the exclusive bottler of Pepsi Cola Beverages and Tropicana Juices in
Lebanon. It produces its products in a modern production facility in Choueifat industrial
zone and distributes throughout Lebanon with one of the largest distribution network in Lebanon. SMLC currently
employs about 700 people and has helped create a large number of related manufacturing and service industries
in the country.
Thanks to SMLC's continuous effort and hard work, Pepsi products in Lebanon enjoy a leadership position in all
beverage and juice segments with the highest quality standards.
SMLC's outstanding performance has been recognized many times by PepsiCo for high market share, best
quality, best performance among fellow Pepsi Bottlers.
In 1989 Toufic Assaf won the hall of fame award, PepsiCo's highest recognition for franchise holders, which has
only been given to a handful of bottlers, around the world in PepsiCo's history.
In 2001, SMLC made a strategic alliance with PepsiCo. PepsiCo acquired 34.5% of SMLC's shares; the balance
of the shares remaining with the Assaf family.
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