UAE dairy producer Al Rawabi has unveiled plans to invest AED 80m ($21.7m) in extending its production capabilities and supporting expansion to new export markets across the Middle East and North Africa (MENA).
The company, which currently manufactures around 500,000 litres of dairy and juice products every day, will also centralise operations of stores to enhance the effectiveness of its supply chain management and increase productivity.
It was confident that, aside from the investment, it would replicate year-on-year growth of 15% during the course of 2016.
Al Rawabi chairman Abdallah Sultan Al Owais said: “In 2015, we grew by 15% compared to an industry average of 7%. This achievement is the result of strategic thinking, phased investments over the years, innovation and commitment of [CEO Dr Ahmed El Tigani] and his team to the brand.
“We have an ambitious road ahead and our mission is to be a Middle East and North Africa brand by 2020 with presence in key markets across the region.”
The latest plans follow earlier investment in Al Rawabi’s cold storage systems, expansions to its farm facilities and dairy herds, and additions to its filling and pasteurisation lines – amounting to more than $46m in all over the last three years.
And the business’ financial backing would be matched by a programme of exciting product development, designed to bolster its appeal to consumers in new MENA markets.
Al Rawabi vice-chairman Abdulla Al Qubaisi said: “This year we are looking at enhancing our portfolio with an unparalleled range of new value added products. These products will also seek to address key lifestyle-related concerns of our society like obesity, hypertension, diabetes and vitamin D deficiency.
“The company will expand its range of fresh juices and is also working on reducing sugar content in fruit juice without compromising on taste. In the dairy products category, Al Rawabi is also looking at introducing a range of cheeses and to expand into new category of products, including ice creams.”
© FoodBev Media Ltd 2024