Fettayleh Foods

What Fettayleh Foods does

Fettayleh Foods (legally Fettayleh Wholesales Meat Supplies Pty Ltd) is an Australian halal-certified meat and smallgoods producer headquartered in Prestons, NSW, with a secondary distribution centre in Coburg North, Victoria. Founded in 1994 and led by CEO Ahmad Fettayleh, the company operates as a third-generation family business that grew from the Abu Ahmad Butchery retail store in Punchbowl, NSW, into a national halal meat supplier self-described as Australia's largest halal meat company. The company manufactures a broad range of halal-certified products under SICHMA certification, including fresh meats (lamb, beef, chicken, camel), processed deli meats (mortadella, basturma, sujuk, chorizo, chicken roll), burgers, American-style hotdogs, sausages and specialty smallgoods, with a premium sub-brand called Gourmet Sensations.

Fettayleh's business model combines wholesale distribution to major Australian supermarket chains — Coles, Woolworths, Costco, and independent grocers such as Supa IGA, Romeo's IGA and AFresh IGA — with direct-to-consumer sales through its retail Abu Ahmad Butchery storefront in Punchbowl and an online customer portal at orders.fettayleh.com. The company serves roughly 200 stores domestically and operates an international export program supplying Spinneys in the Middle East, Monoprix in France and Waitrose in the UK, alongside food service customers (restaurants, cafes, pizza operators) via dedicated bulk and pizza-topping SKUs. Pricing is not publicly disclosed and is handled through direct sales, export and new-customer enquiry forms rather than published rate cards.

The company supports its go-to-market with a community-driven marketing mix: Instagram and Facebook content, a recipe blog featuring Ramadan and Iftar content, sponsorships of the Bachar Houli Cup (AFL) and Fettayleh Gladiators Basketball, ambassador partnerships with Bachar Houli and the Shahrouk sisters, and trade-event presence at the Sydney Royal Easter Show and Bankstown Bites Food Festival. Industry recognition includes the 2016 Sydney Royal Fine Food Show Champion award for Basturma, the 2016 Business Local Awards, a 2016 NSW Premier's Export Awards finalist placement, and 2024 Gold/Silver/Bronze medals plus Champion Camel Cook-up at the Australian Camp Oven Exhibition of Art. Revenue, ownership beyond family control and headcount within the 11–50 band remain undisclosed.

Name

Fettayleh Foods

Legal name

Fettayleh Wholesales Meat Supplies Pty Ltd

Website

https://fettayleh.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Fettayleh Foods is a third-generation Australian family-owned halal meat and smallgoods manufacturer and wholesaler supplying major supermarket chains, food service operators and international retailers across Australia, the Middle East, UK and France.

Ownership category

akta.pro rank

Product category

Halal Meat and Smallgoods

NAICS

Food Manufacturing (311), Meat and Meat Product Merchant Wholesalers (42447), Meat and Meat Product Merchant Wholesalers (424470)

SIC

Sausages & Other Prepared Meat Products (2013), Meat Packing Plants (2011)

akta.pro primary industry

Religious & Cultural Foods Wholesale (Halal, Kosher, etc.) (AFAIAIAI)

akta.pro secondary industries

Deli Meats & Luncheon Meats (Sliced/Portioned Cold Cuts) (AFANAEAD), Refrigerated Meat & Charcuterie Wholesale (AFAIAHAI), Ethnic Meat, Poultry & Seafood Wholesale (AFAIAIAC)

Keywords

• Halal meat processing
• Smallgoods manufacturing
• Fresh meat distribution
• Food service supply
• Retail butchery

Headquarters

HQ city

Liverpool

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Wholesale smallgoods and fresh meat distribution: Fettayleh produces a wide range of halal smallgoods and fresh meats sold through wholesale channels to supermarket chains, independent grocers, and food service operators nationwide.
2. Retail store sales: Direct retail sales of meat products through the company's Abu Ahmad Butchery retail outlet in Punchbowl, NSW.
3. International export: Export of halal smallgoods to international markets including Middle East, UK, and other regions through dedicated export enquiry channels.
4. Food service / B2B supply: Supply of halal smallgoods to restaurants, cafes, and pizza operators across Australia.

Go-to-market motion3 records

Distribution channels9 records

Marketing channels6 records

Core offering

Fettayleh Foods produces and distributes SICHMA-certified halal meat and smallgoods across Australia and selected international markets. Its core offering spans the Deli Range, Retail Packs, Fresh Meats, Food Service products for restaurants and cafes, Pizza Toppings, and the Gourmet Sensations premium sub-brand, covering items such as basturma, mortadella, chorizo, sujuk, smoked turkey, lamb and beef cuts, beef and camel burgers, Lebanese sausages, and American-style hotdogs. Distribution combines wholesale supply to Coles, Woolworths, Costco, IGA and independent grocers with direct food service supply, a company-owned retail butchery, an online ordering portal, and an export programme into the Middle East, UK, and Europe.

Product overview

Fettayleh Foods is an Australian halal smallgoods and fresh meat company offering a diversified product portfolio centered on halal-certified meat products. The company operates a multi-tier product structure consisting of core product categories (Deli Range, Retail Packs, Fresh Meats, Food Service for restaurants/cafes, and Pizza Toppings) under the primary brand, with a premium sub-brand called Gourmet Sensations. Key product variants include hotdogs, burgers (beef and camel), sausages (Lebanese, chorizo, sujuk), cured meats (basturma, mortadella), fresh cuts (lamb, beef, chicken), and specialty items. The company distributes through major Australian supermarket chains (Coles, Woolworths, Costco, IGA), independent stores, and exports to international markets including the UK (Waitrose, Monoprix) and Middle East (Spinneys).

Differentiator

Problem solved

Functional benefit

Brands

• Gourmet Sensations: Premium gourmet product line under Fettayleh Foods
• Lezzet

Products and services

• Deli Range Halal-certified deli smallgoods including mortadella, chicken roll, beef mortadella, basturma, chorizo, sujuk, Lebanese sausages, and other specialty cured meats marketed under Fettayleh's flagship Deli Range.
• Retail Packs Pre-packaged halal smallgoods in consumer pack sizes, sold at supermarkets and independent stores for at-home preparation.
• Fresh Meats Halal-certified fresh meat cuts including lamb, beef, and chicken sold fresh to retail and wholesale customers.
• Food Service Range for Restaurants and Cafes Bulk and foodservice-sized halal meat products designed for direct supply to restaurants, cafes, and catering operators.
• Pizza Toppings Halal-certified meat toppings formulated specifically for pizza outlets and Italian food service operations.
• Gourmet Sensations Premium gourmet halal smallgoods sub-brand under Fettayleh Foods targeting specialty retail and premium food service segments.
• American Style Skinless Hotdogs American-style skinless hotdogs sold through Costco Wholesale stores nationally and through other retail and food service channels.
• Camel Burgers Halal-certified camel meat burgers positioned as an innovative game meat product with low cholesterol and high protein content, distributed to Coles supermarkets in NSW, VIC, and QLD at approximately 2-3 tonnes per month.
• Beef Burger Patties Pre-formed halal beef burger patties in approximately 550g packs, available at Coles supermarkets.
• Basturma Halal-certified Middle Eastern cured beef specialty product that won Champion Deli Meat Speciality Product at the 2016 Sydney Royal Fine Food Show.
• Chorizo Halal-certified chorizo sausage product in Fettayleh's smallgoods range.
• Sujuk Halal-certified Middle Eastern spiced sausage / cured meat product.
• Lebanese Sausages Halal-certified Lebanese-style sausages offered in variants such as garlic and vinegar.
• Angus Beef Rashers Halal-certified Angus beef bacon / rashers for retail and food service use.
• Kafta Halal-certified Middle Eastern spiced ground meat product available in premium quality under the Fettayleh range.

Named customers7 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered minor, core and major.

• Cole Supermarkets (sponsor of Fettayleh Gladiators)minorGTM or Marketing Partner · 1 January 2015Cole Supermarkets is listed as a sponsor of the Fettayleh Gladiators Basketball Team community program. This is a community marketing partnership supporting youth sports engagement.
• Bachar HouliminorGTM or Marketing Partner · 1 January 2015Bachar Houli is Fettayleh Foods' brand ambassador. An AFL footballer, he participated in the fourth annual Bachar Houli Cup grand final. His ambassadorship supports community engagement and brand visibility.
• SICHMA (Special Islamic Council for Halal Certification)coreOthersSICHMA is Fettayleh's Halal certification body. The company holds its Halal certificate issued by SICHMA, which confirms their facility meets the most stringent standards of Halal. Fettayleh emphasises that it will never give its Halal certificate to any third party as proof of their own Halal certification.
• Coles SupermarketscoreChannel Partner/ Reseller/ DistributorColes is a major domestic distribution partner for Fettayleh Foods. Fettayleh products including camel burgers, beef burger patties, and the halal smallgoods range are distributed across Coles stores nationally including in NSW, VIC, QLD, and other states.
• WoolworthscoreChannel Partner/ Reseller/ DistributorWoolworths is a major domestic distribution partner for Fettayleh Foods, stocking Fettayleh halal smallgoods across its stores in NSW, VIC, QLD, SA, and NT.
• Costco WholesalemajorChannel Partner/ Reseller/ DistributorFettayleh American Styled Hotdogs are stocked nationally at Costco Wholesale stores.
• SpinneysmajorChannel Partner/ Reseller/ DistributorSpinneys is an international distribution partner for Fettayleh Foods, distributing Fettayleh halal smallgoods in Middle East markets.
• MonoprixmajorChannel Partner/ Reseller/ DistributorMonoprix is an international distribution partner for Fettayleh Foods, distributing Fettayleh halal smallgoods in France.
• WaitrosemajorChannel Partner/ Reseller/ DistributorWaitrose is an international distribution partner for Fettayleh Foods, distributing Fettayleh halal smallgoods in UK markets.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• D'Orsogna: Australian smallgoods manufacturer producing deli meats, hams and continental-style smallgoods. Direct competitor in the Australian smallgoods aisle, competing for shelf space and food service listings alongside Fettayleh.
• Tibaldi Smallgoods: Australian smallgoods maker with a strong deli meats and continental sausage range. Competes with Fettayleh in supermarket deli and food service channels.
• KR Castlemaine (Don Smallgoods): Australian smallgoods brand (Don) producing hams, bacon and continental deli meats. Sits on the same supermarket shelves as Fettayleh and competes for food service and deli counter share.
• Crescent Foods: US halal meat producer supplying poultry, beef and deli products to retail and food service. Comparable to Fettayleh as a category-specialist halal manufacturer building scale through retail partnerships.
• Midamar Corporation: US-based halal meat company distributing halal beef, poultry and deli meats across North America and select export markets. Closest international peer to Fettayleh in pure halal processed meat positioning.
• Al Kabeer Group: One of the largest global halal frozen and processed meat producers with exports to the Middle East, UK and Australia. Direct peer in halal smallgoods manufacturing and international halal export.
• Hans Continental Smallgoods: Australian manufacturer of continental and halal-friendly smallgoods including salami, cabanossi and Middle Eastern-style sausages. Closely overlaps Fettayleh's product mix in deli meats and European/Australian styles.

Broad incumbents

• Herbert Adams: Established Australian baked goods and smallgoods brand owned by Goodman Fielder. Competes with Fettayleh in mainstream supermarket hot cross bun and smallgoods categories, representing the incumbent side of the same shelf space.
• Primo Foods: One of Australia's largest smallgoods and bacon producers (owned by JBS). Broader portfolio and larger scale than Fettayleh, but competes head-to-head in mainstream supermarket deli and food service smallgoods.

Emerging players

• Saffron Road: US halal frozen meals and snacks brand with growing retail distribution. Comparable to Fettayleh's export/retail halal branded play, though more focused on frozen meals than traditional deli smallgoods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FettaylehSmallgoods
• Instagraminstagram.com/fettayleh
• Xx.com/fettayleh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fettayleh Foods