C.A.PAPAELLINAS Group is advancing with a particularly important business agreement with SURE FOOD LTD which will undertake the exclusive representation of the Group in the HORECA sector

By 14 March 2022 April 4th, 2022 FMCB, News, Press

C.A.PAPAELLINAS Group proceeded a momentous business cooperation on the 1st of March, by assigning the exclusive promotion, sale and distribution of its consumer products in the field of mass catering and the hotel industry (HORECA) to SURE FOOD LTD.

The two parties, after an evaluation and research of the market and the business environment, reached an agreement of mutual benefit, with the aim of establishing the operation of C.A.PAPAELLINAS Group regarding consumer goods in the HORECA sector, that will bring the Group closer to the consumer.


Sure Food Ltd is an imports and distribution company operating in the FMCG sector in Cyprus.

Sure Food ensures a national coverage of more than 1000 outlets both in the Retail and HORECA sectors including Hypermarkets, Supermarkets, Workshops, Groceries, Kiosks, Restaurants etc.

The team’s primary focus is to place orders and deliver them on a timely manner. We offer food expertise and assistance to our customers’ store personnel regarding sales advice and stock replenishment levels. Subsequently, the team monitors and ensures appropriate stock condition, rotation, and presentation to achieve the highest sales and customer satisfaction possible.


Drawing upon a long history spanning almost a century, C.A.PAPAELLINAS Group holds a leading position in the sectors in which it operates. These include the distribution of pharmaceutical products, cosmetics, consumer goods and a strong network of retail stores represented by Beauty Line, Holland & Barrett, Selekt Beauty, Yves Rocher and Beauty Outlet.

Building upon a relationship of trust with the Cypriot consumer, the Group follows a strategy of methodical expansion and paves the way for new standards of quality and reliability, having already established itself as the leading importer and distributor of health and beauty products in Cyprus.

With its ongoing mission to make more people live and feel better, the C.A.PAPAELLINAS Group believes in development in accordance with viable business ethics. As such, it believes in sustainability as the only realistic approach to new challenges, making every effort to ensure social prosperity, economic development, and the protection of the environment.