After a restructuring in early 2014 and then setting of a new Strategic Plan for the Enhance Cluster, the Enhance Group Office was created. This office manages the future strategy seeking growth for the Group and improving operating performance in each of the Companies within the Cluster. The Enhance Group consists of Enhance Oman, (the original entity), Fairtrade and Majan Distribution Company in Oman. Enhance UAE and Gulf Seafood in UAE and both BK and BW in Kuwait. In total Enhance Group has over 3,000 employees.
In November 2010 Enhance completed the acquisition of the majority shareholding in Fairtrade making Enhance the largest FMCG distributor in Oman. Fairtrade hold within its portfolio the distribution of Mondelez, Towell Unilever products, NAPCO, Al Safi Danone, Americana Meats, Doux, Bahlsen, Energizer and SC Johnson.
In 2014 Enhance created a JV with local partners forming Majan Distribution Company (MDC). This FMCG Company in Oman manages within its portfolio the Americana Cakes, NIFC, Ghadour, Unilever International, Diamond, Fogg and other products. Enhance is a 51% partner in a Joint Venture with Nestle - Nestle Oman Trading Co L.L.C which commenced operations from January 2003.
Enhance UAE in Dubai has grown significantly from acquisitions completed in 2014 and has within its portfolio for the UAE the California Garden, Savola, Napco, Americana Cakes, Nirapara, Foster Clark and the English Blazer portfolio as well as growing Food Services business including Dilnah Tea. The Company successfully manages Diamond brand acquired in 2014 and the Sultan brand across the region and provides brand partnership services to business partners seeking to enter the GCC markets. Enhance Group also has responsibility to the management of both Al Bustan Al Khaleeji and Al Bustan Wataniya (both FMCG distribution Companies) in Kuwait.
In 2015, Enhance acquired GULF SEAFOOD LLC in UAE a premium Seafood processing business serving food services in UAE, KSA and customers in North America.