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About Us


AAA Holding Group is a premier British fertiliser manufacturer, renowned for our commitment to innovation, sustainability, and exceptional service. With our roots in the UK, our influence extends globally, significantly shaping the agricultural sector.

Our journey is one of continuous growth and expansion, always striving to provide the best for our customers. A significant turning point in our history was our investment in Iraq, where we established facilities capable of producing 1 million tons of fertiliser. This strategic development not only amplified our global presence but also made a substantial positive impact on the local economies and agricultural communities.

Building on our success in Iraq, we expanded our operations into North America, specifically Canada and the USA. Our mission has always been to empower farmers, and by understanding the unique needs of different regions, we’ve been able to do just that.

As testament to our industry commitment and standard of excellence, we’re proud members of the International Fertiliser Association (IFA) and The Fertiliser Institute (TFI). These memberships allow us to stay at the forefront of industry advancements, ensuring that we provide our customers with the most effective, innovative solutions. Additionally, as part of the Iraq Britain Business Council, we actively contribute to strengthening trade relations and fostering business growth.

AAA Holding Group’s future is focused on sustainable growth and the continuous enhancement of our products and services. Our ultimate goal is to play a significant role in global food security, positively impacting farmers’ lives and the communities we serve.

Corporate Structure-01

Amet Selman (Chairman and Chief Executive Officer) Tasks, Duties, and Responsibilities:

  1. Strategic Leadership: Develop and execute the company’s overall strategic direction, making key decisions to ensure growth, profitability, and sustainability in the competitive fertiliser industry.
  1. Corporate Governance: Oversee the company’s operations, ensuring compliance with regulations, ethical standards, and corporate governance practices. Represent the company to stakeholders including investors, customers, and the public.
  1. Stakeholder Management: Build and maintain relationships with key stakeholders, including shareholders, board members, industry partners, and government agencies. Provide effective communication and transparent reporting on the company’s performance.

Head of Global Branches Tasks, Duties, and Responsibilities:

  1. Market Expansion: Identify opportunities for expanding the company’s presence in different regions, leading market research, and creating strategies to penetrate new markets for fertilizer products.
  1. Operational Oversight: Manage the day-to-day operations of global branches, ensuring efficient production, distribution, and sales of fertilizer products while maintaining quality standards and cost control.
  2. Team Leadership: Recruit, develop, and lead teams across various branches worldwide. Provide clear direction, foster collaboration, and mentor branch managers to achieve business objectives while adapting to regional market nuances.

Reggad Selman (Chief Operations Officer):

  1. Operational Oversight and Management
  • Duty: Ensure that the company’s day-to-day operations align with its strategic goals.
  • Example: If a company aims to improve its production efficiency by 10% in the next year, the COO might initiate process improvements, invest in new technology, or conduct training programs to enhance employee  skills.
  1. Team and Departmental Coordination
  • Duty: Facilitate communication between different departments, ensuring they are aligned and working cohesively.
  • Example: If the marketing department launches a new product campaign, the COO would ensure that the production, logistics, and customer service  departments are prepared to handle the potential increase in demand.
  1. Continuous Process Improvement and Innovation
  • Duty: Identify bottlenecks or inefficiencies in current processes and develop strategies to overcome them.
  • Example: If the company’s product return rate is high, the COO might spearhead a quality control initiative, working closely with the production team to identify issues and improve product quality.

Hamad Alsadoon (Chief Financial Officer):

  • Tasks:
  1. Financial Planning and Analysis: Develop and oversee the company’s financial planning processes, including budgeting, forecasting, and financial modeling to provide insights into the company’s financial performance and future trends.
  1. Capital Management: Manage the company’s capital structure, including raising funds through debt or equity financing, evaluating investment opportunities, and optimising the allocation of financial resources.
  1. Risk Management: Identify and manage financial risks by implementing strategies such as hedging, insurance, and risk assessment to safeguard the company’s financial stability and minimise exposure to uncertainties.
  1. Financial Reporting: Ensure accurate and timely financial reporting in accordance with relevant accounting standards and regulations. Present financial results to the board of directors, investors, and other stakeholders.
  1. Cash Flow Management: Monitor and manage the company’s cash flow, ensuring that there is sufficient liquidity to meet operational and financial obligations while optimising cash utilisation.
  1. Treasury Operations: Oversee the company’s treasury functions, including managing relationships with banks and financial institutions, optimising working capital, and making strategic decisions related to investments and cash reserves.
  • Duties and Responsibilities:
  1. Strategic Financial Leadership: Collaborate with the CEO and other executives to provide financial insights that contribute to the company’s strategic decision-making and long-term planning.
  1. Financial Compliance: Ensure compliance with financial regulations, reporting standards, and tax obligations. Maintain proper internal controls to prevent fraud and ensure accurate financial reporting.
  1. Investor Relations: Engage with investors, analysts, and rating agencies to provide transparent and credible financial information, fostering trust and positive relationships within the investment community.
  1. Mergers and Acquisitions: Evaluate potential mergers, acquisitions, or divestitures from a financial perspective, conducting due diligence and negotiating terms to maximise value and minimise risks.
  1. Cost Management: Identify opportunities for cost reduction and operational efficiency, implementing strategies to optimise expenses without compromising the company’s growth and performance.
  1. Financial Systems and Technology: Stay updated on financial technologies and systems that enhance financial operations, reporting accuracy, and data analysis.

Richard Cotton (Chief Marketing and Business Development Officer): 

  1. Brand Strategy and Development
  • Duty: Oversee the development and implementation of the company’s brand strategy, ensuring it aligns with business objectives.
  • Example: If the company is launching a new product line, the CMO would work with the marketing team to create a brand image, messaging, and promotional campaign that effectively communicates the product’s value proposition to the target market.
  1. Lead Generation and Business Development
  • Duty: Spearhead efforts to identify new market opportunities and drive growth through customer acquisition and partnerships.
  • Example: If entering a new geographical market, the CMO might collaborate with local influencers or establish partnerships with regional companies to  tap into their existing customer base and networks.
  1. Data Analysis and Market Research
  • Duty: Gather and analyze market data to understand customer preferences, industry trends, and the competitive landscape.
  • Example: If there’s a decline in sales of a particular product, the CMO would direct the team to conduct market research, surveying customers to  understand their changing preferences and adjusting the marketing strategy accordingly.

Taha Ajina (Chief Technology Officer):

  1. Technology Strategy and Vision
  • Duty: Set the technological direction for the company, ensuring it aligns with the business’s overall strategic objectives.
  • Example: If a company aims to be a leader in artificial intelligence (AI) in its industry, the CTO might devise a roadmap to invest in research, hire top AI talent, and incorporate AI-driven solutions in the company’s products or services.
  1. Research and Development (R&D) Oversight
  • Duty: Oversee the research and development teams to ensure timely and efficient development of new products, solutions, or enhancements to existing    offerings.
  • Example: If there’s a demand in the market for more energy-efficient devices, the CTO would direct the R&D team to explore new battery-saving technologies or energy-efficient components, leading to the launch of a new line of energy-efficient products.
  1. Tech Stack Management and Infrastructure
  • Duty: Ensure the company’s technological infrastructure supports its current and future needs, and decide on the adoption or discontinuation of specific platforms or technologies.
  •  Example: If the company’s user base has grown significantly, causing server downtimes due to high traffic, the CTO would orchestrate a move to a more                scalable cloud infrastructure or initiate the adoption of advanced load balancing techniques to handle the increased load.

Rashid Abdulrahman (Chief Human Resources Officer):

  1. Talent Acquisition and Retention
  • Duty: Oversee recruitment strategies to ensure the company attracts and retains top talent that aligns with its culture and objectives.
  • Example: If the company is expanding into a new region, the CHRO might develop a targeted recruitment campaign to attract local talent, working with Regional recruitment agencies and setting up job fairs.
  1. Employee Development and Training
  • Duty: Design and implement professional development programs to ensure employees have the skills and knowledge needed for their roles and the.    company’s future needs.
  • Example: If the company is adopting a new software platform, the CHRO would coordinate a training program to ensure all relevant employees understand and can effectively use the new system.
  1. Organisational Culture and Employee Engagement
  •  Duty: Develop and promote initiatives that strengthen company culture, enhance employee engagement, and ensure a diverse and inclusive workplace.
  •  Example: If employee surveys indicate low morale or engagement, the CHRO might launch initiatives like mentorship programs, regular town-hall meetings, or enhanced recognition programs to address these concerns.