Dubai: Al Rawdah gears up for growth at Gulfood 2017

Bellevision Media Network

Foresees 5% demand growth for fresh chicken as it seeks to expand across GCC markets

Dubai, 01 Mar 2017: Emirates Modern Poultry Co., also known as Al Rawdah, has announced ambitious growth plans at Gulfood 2017. The company’s showcase in Hall 3 at the Dubai World Trade Centre brings together its meat and poultry offerings.

 

Al Rawdah is expecting a 5 percent growth for fresh chicken through 2017, and is gearing up to meet new demand. The brand is also expanding its products across its fresh, chilled and frozen chicken lines with new chilled chicken breasts, frozen tandoori chicken kebab packs and 8-piece braai packs of fresh chicken breasts.

 

During Gulfood 2017, Al Rawdah also highlighted progress on the new Liwa farm, where Phase 1 has been launched with an initial investment of AED 120 million to reduce the company’s reliance on imported eggs by 50 percent and boost the UAE’s food security. The farm, which will follow global best practice where animal welfare and environmental considerations take centre stage, is also trialing solar panels to align with the UAE’s ambition of diversifying towards increased use of renewable energy.

 

 

‘Al Rawdah prides itself on leading the way in the UAE poultry industry. We are continuously making investments in technology, food processing infrastructure and environmentally friendly measures to save water and energy. We are also pleased to report that work on our new Liwa farm Phase I is continuing apace, and the property will open either by end of this year or by early 2018. We want to continue being known as the premium UAE poultry producer that emphasises national food security, animal welfare and environmental sustainability,’ says Dr El Rashid Dafalla Mohamed, CEO, Al Rawdah.

 

The brand also announced a focus on food security measures, with upgraded packing for fresh chicken ensuring hygiene and freshness improvements. Al Rawdah is the first UAE producer to adopt this new packing technology.

 

2017 marks Al Rawdah’s eighth participation in Gulfood. ‘We’ve upgraded our presence at Gulfood 2017 with the objective of showcasing Al Rawdah’s credentials as the leading UAE poultry producer. We want to highlight our technological investments and commitment to innovation. Our new fresh packaging, for instance, is designed specifically to further improve hygiene and freshness at the point of consumption. Historically, Gulfood has been a powerful platform to network with existing customers and explore new opportunities, and has given us a return on investment of around AED 10 million.,’ said Jeanette Kristensen Alhaider, general manager, sales and marketing, Emirates Modern Poultry Co.

 

Al Rawdah’s short-term future plans involve meeting local market demand and finding channels for GCC markets where the brand is not currently present. Al Rawdah is looking to target Bahrain, and take its food service products to Qatar and Sultanate of Oman.

 

Now celebrating its 22nd edition, Gulfood is the world’s largest annual food & beverage exhibition for F&B professionals. The event is being held from February 26 to March 2, 2017 at the Dubai World Trade Centre.