Robert Hendrik

Petra Trading & Investment Co.

Petra Trading & Investment Company was established in 1980. At the outset the vision was to build its core competency around the FMCG business, with an eye on developing a world-class product distribution network in Jordan. Over the next three decades Petra leveraged the power of innovative thinking, long standing expertise, and best in class sales and marketing strategies to accelerate growth.1989, Petra entered the highly competitive snacks business with the promise of delivering superior quality at competitive prices. An opportunity to apply Petra's DNA to the snacks business across Jordan was the deciding factor for Petra to this new industry. Over the next decades Hala Chips brand was introduced to Jordanian consumers and built its equity through innovative products and marketing. Today Hala's brands are part of the fabric of many Jordanian children lives. In 1999, Procter & Gamble refocused on the Near East region and chose Petra as its sole distributor, this set Petra on a mission to become the most professional and capable FMCG company in Jordan. Petra is partnering with Procter and Gamble to bring the leading FMCG brands to Jordan. In 2000, Petra Launched Pringles in the Jordanian market and has been re-appointed by Kellogg's in 2012. Petra has been named the official distributor of Kellogg's range in Jordan in 2015 and Mondelez International in Jordan in 2020. The portfolio of brands distributed by Petra matches its commercial success – serving over 30 unique brands across hair care, oral care, shave care, fabric care, home care, baby care, feminine care, and snacks, cereals and confectionary categories. Petra's growing Portfolio brings the Company one step closer to fulfilling its vision; "Improving people's lives through our brands, services and employees."