MMSS History timeline

The late Musbah Sinno opens a small food wholesale/retail shop in Wegan Street in downtown Beirut.

Mr. Muhieddine Sinno, Musbah Sinno’s son, expands the business and moves it to a locale in Foche Street, Beirut, which was the new epicenter of Lebanese trade and commerce.

The company begins to incorporate dairy products in its product offerings with imports from Holland.

Mr. Muhieddine Sinno imports the first shipment of Green Coffee from Brazil. 

Tea is added to the assortment of goods offered. M. Sinno develops a new tea, creating the brand Horse Head Tea, and receives the first shipment of it from Ceylon. Horse Head then grows to become the No. 1 tea brand in Lebanon and begins to be exported to many countries around the world.

The company name is changed to Muhieddine Musbah Sinno and the eldest son of Muhieddine Sinno, Mr. Musbah Sinno, joins the company. 

The company becomes M. M. Sinno & Sons (Muhieddine Musbah Sinno & Sons) when Mr. Mohammad Sinno (Muhieddine Sinno’s youngest son) joins the company.

The coffee business begins to grow, making M. Sinno’s budding enterprise one of the biggest suppliers of coffee to Lebanon and the Mena region, ultimately earning the company the title “Kings of Coffee.”

The Lebanese civil war starts, bringing a period of internal hardship and strife to the country. The Foche Street headquarters are destroyed and much of the company’s goods are stolen (through perseverance and the loyalty of its partners, the company is able to recover much of what was lost). The business is forced to create an impromptu, temporary locale in the Zarif Area of Beirut.

With the prolongation of the civil war, M. M. Sinno & Sons revises its business model and works under a contingency plan to maintain its stability while planning for growth. The warehousing facility is decentralized and the sales and distribution model is changed. The Lebanese civil war comes to an end by 1990. 

M. M. Sinno & Sons begins to expand, diverting its core business away from selling non-branded food products in bulk towards branded retail food & beverage items.

M. M. Sinno & Sons develops the KLIO dairy brand and pioneers the packing of milk powder in Aluminum sachets to reduce cost and pass the savings on to consumers. Klio grows to become a well-known milk brand which rivals leading world brands in quality and reputation. 

M. M. Sinno & Sons develops the halal meat brand Al Mouna. It is the first meat brand to have strict internal halal supervision of the meat from slaughtering through packing and, eventually, shipping. Al Mouna will grow to become a generic name for Halal canned meat.

The warehousing and distribution structure is expanded to accommodate company growth. 

M. M. Sinno & Sons is made a share-ownership company and becomes part of Sinome Holding, a holding group belonging to the family of founder Muhieddine Sinno.

All logistics and warehousing operations are centralized to one large warehousing facility.

M. M. Sinno & Sons launches the Bell Food brand to the market. Bell Food becomes an umbrella brand comprising a large basket of food items.

M. M. Sinno & Sons starts its own grain and pulses packing facility, selling products such as sugar and rice under the brand Bell Food.

FIG (Food Industrial Group) becomes part of Sinome Holding; now all processed meat products for M. M. Sinno & Sons are sourced from FIG.

The Sama Foods brand is launched. This brand caters specifically to consumers that want good quality processed meat at an affordable price.

Throughout the years, commitment to core values, dedication to customers, and perseverance in the face of adversity continue to be the pillars that enable M. M. Sinno & Sons to grow and become one of the most widely-acknowledged standard setters in the field of consumer goods.