Job Title: Business Development Associate – Ethnic Sales U.S. Market

Company Overview:

Al Safa Foods prides itself on being the largest halal food brand in North America, aiming to empower Muslims to strive for their dreams by offering halal, guilt-free convenience foods. Started with a purpose 20 years ago, we are growing at a double-digit rate and were named one of the “10 Fastest Growing Companies of Canada 2022” by Insights Success Magazine .

Agility in innovation is the core of our excellence and the driving force behind our expanding product range, availability, and geographical reach. Al Safa offers 60+ products available across North America (USA & Canada) at retailers such as Walmart, No Frills, FreshCo, ShopRite, and leading ethnic retailers serving the Muslim community. We have also been recognized by the Agri Export Group for our innovative export strategy.

Position Summary:

We are hiring a Canada-based Business Development Associate who will be solely responsible for managing and expanding Al Safa’s U.S. ethnic market. This role is fully focused on the U.S. and requires frequent cross-border travel. You will work closely with U.S. distributors and ethnic retailers to increase market penetration and drive sales execution.

Important: Candidate must be a Canadian citizen or permanent resident with the ability to travel freely across the U.S.

Essential Roles & Responsibilities:

• Manage all U.S.-based ethnic store relationships, securing product listings, driving shelf presence, and executing promotional strategies
• Travel frequently across U.S. markets to visit stores, conduct demos, and support distributor meetings
• Lead territory planning and execution in alignment with the U.S. ethnic sales strategy
• Serve as the primary contact for all U.S. retail accounts and partner operations
• Collaborate with logistics, marketing, and sales teams to coordinate U.S. campaigns and new product launches
• Monitor sales data, market trends, and competitive activity to provide strategic insights

What We’re Looking For:

• Valid passport, driver’s license, and access to a vehicle; must be able to travel frequently to the U.S.
• Bachelor’s degree in business administration, marketing, or a related field, with 2–3 years of experience in business development, retail sales, or account management within the CPG industry
• Strong communication, negotiation, and relationship-building skills, with the ability to influence stakeholders and collaborate cross-functionally
• Proven ability to analyze sales data, monitor market trends, and manage multiple priorities in a fast-paced environment
• Familiarity with the ethnic food market in North America is a strong asset
• Proficient in PowerBI and Microsoft Office; physically capable of lifting up to 15 kg during store visits or events

Perks:

• Competitive compensation with performance-based incentives
• Comprehensive health, dental, and vision benefits
• Paid time off and a flexible, casual work environment
• Travel reimbursement for cross-border visits
• Free and discounted halal food products
• Opportunity to shape Al Safa’s cross-border expansion strategy

Interview Process:

A three-step interview process conducted virtually or in-person at our corporate head office.