Truebell launches enhanced distribution process at Dubai hub

Regional FMCG importer’s new process will generate an improved delivery accuracy of 99.97% as well as provide greater efficiency and productivity at its warehouse facility
Truebell's DC in DIP
Truebell's DC in DIP


UAE-headquartered Truebell has launched a new and improved delivery platform at its state-of-the-art distribution centre in Dubai Industrial Park (DIP).

The new delivery process, which has already been rolled out at over 400 stores across the country including all Zoom stores in the UAE, will generate an improved delivery accuracy of 99.97% as well as maximising efficiency and productivity at the GCC importer’s distribution centre.

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Truebell divisional manager, retail and food service, Bhushant J. Gandhi, said: “Earlier this year we tried and tested the enhanced delivery system at 189 Zoom stores and an additional 100 retail stores across the UAE.”

“Our in-depth analysis into the process found, turnaround times at dock were reduced by around two thirds,” he adds. “We were able to make more deliveries during the same journey due to greater efficiency, there was no mis-match of items, 100% batch compliance, no damage to products during delivery, items were stored at the correct specified temperature on all deliveries and no products were returned.”

In addition to improving delivery accuracy, the new process has helped create greater energy-efficiency by reducing the amount of electricity and fuel used during the process.

With no damage to products and zero items returned, the cooling systems in delivery vehicles are now only required to be used on the delivery leg of journeys.

While, improved turnaround times at Truebell’s distribution hub has resulted in less electricity being used to gain access to frozen and chilled storage locations and reduced trips for vehicles between these storage locations and our delivery trucks.

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Gandhi said: “We have already begun initiating the process at select Carrefour and Spinney’s stores across the UAE, with the intention of rolling out the enhanced distribution process to all retailers, catering companies, hotel and restaurants in the region by the end of 2019.”

The 25,000sqm purpose-built fulfilment centre, which began operations in October 2018, is strategically located with easy connectivity to Jebel Ali Port, Al Maktoum International Airport and the Expo 2020 site.

The facility boasts cutting-edge technology in warehouse and fleet management systems including more than 20 specialised material-handling equipment, 21 multi-purpose loading bays and has the capacity to receive over 7,000 containers annually. It also houses a test kitchen and bakery stocked with equipment suitable for creating new products.

“This hub has been custom-designed and incorporates design and technology which enables us to provide exceptional service and to deliver the freshest, top quality products to our customers,” Gandhi said.

Comprising multi-temperature storage, the fulfilment centre can accommodate up to 21,000 storage locations, comprising of frozen, chilled and dry food as well as non-food retail items. The centre also boasts a dedicated area for third-party logistics (3PL) – with this service expected to be fully operational by the end of 2019.

Gandhi added: “The substantial investment that Truebell has made into this new process and of course its state-of-the-art distribution hub further emphasises our confidence in the UAE, GCC and wider Middle East and North Africa as key growth regions – and regions that we will continue to expand our operations in over the coming years.”

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