Leading Poultry Company to go global with a diversified product range catering to increased demand
Dubai, February 8, 2015 - Emirates Modern Poultry Co., also known as Al Rawdah, has announced the launch of a new plant to double its monthly production capacity of processed items from 400 to 800 tonnes. Al Rawdah's ambitious expansion, which will see a new plant fully ready and operational in 8 to 12 months, will help the leading poultry company address the current gap between demand and supply.
The announcement came during Gulfood 2015, the world's biggest annual food and hospitality show that is held at the Dubai World Trade Centre from February 8th-12th 2015. Al Rawdah is participating at the exhibition in Hall 6, Stand A6-30.
Phase 1 of the expansion, which comprises 6 new cold stores that add an additional 300 tonnes of storage at a cost of AED 5.5 million, is already complete. Phase 2, which will see the production facility expand to double output, is expected to reach completion by the end of 2015 at a cost of AED 15 million. The new plant, which is 40 percent larger than the current one in terms of area, will see Al Rawdah enter the first quarter of 2016 with a monthly production capacity of 800 tonnes of processed items.
The fast-tracked expansion comes on the heels of unprecedented market demand for Al Rawdah products, which have led the company to operate at absolutely full capacity. 2014 saw Al Rawdah notch up Full Processed Products (FPP) sales of AED 34 million.
Simultaneously, the company has also announced a new assortment of diversified meat products, with around 30 new product launches planned for 2015. Half the products will be specially tailored for the food services departments that include hotels, restaurants, cafes and catering companies, while the other half will be created for retail consumption. Veal, beef and turkey products created from halal Australian beef and veal, and halal turkey sourced from Turkey, will soon be added to the company's product portfolio.
The new plant continues Al Rawdah's focus on quality and products produced to global standards. The latest generation of machines will increase production speed by 50 percent. The new plant's machines are also designed to be environmentally friendly, with upgraded cooking and packaging machines that will reduce energy consumption by up to 80 percent.
Most recently, Al Rawdah has announced that it grew by 525 percent in its production capabilities in the past decade, going from 160 metric tonnes of poultry production a month in 2004 to 1000 metric tonnes in 2014. During the same period, the company's annual revenue has risen by 184 percent - from AED 61.7 million in 2004 to 175 million in 2014.
Al Rawdah was the first poultry in the Middle East to be accredited with a HACCP accreditation, and has since followed that up with ISO 14001:2004 and ISO 22000/2005 certifications. It was recognised as a Superbrand since 2013, and has also won the 20th Golden Trophy for Food & Beverages in Germany.
About Al Rawdah:
Emirates Modern Poultry Co., also known as Al Rawdah, was established in 1994 as a subsidiary of Emirates Rawabi Group. Al Rawdah is recognized as the pioneer of UAE poultry industry and is currently celebrating its 20th anniversary. Through its state of the art, fully automatic slaughter house, Al Rawdah is the UAE's largest producer of poultry products, with 40,000 kilograms of fresh bird meat processed every day. Al Rawdah's products are 100% halal, and produced as per world-class operating standards. Al Rawdah chickens are only given 100% vegetarian feed.
Al Rawdah's poultry farm is located 40km from Dubai along the Dubai-Al Ain Road. 538 hectares of land host cutting edge facilities to manufacture a range of superb quality products made from fresh chicken and processed meat. The brand's robust distribution network includes hypermarkets, supermarkets and local grocery stores, and has helped it capture up 35 per cent market share in UAE. Al Rawdah's frozen products are also sought after for export to countries like Kuwait, Lebanon and Qatar.
Al Rawdah leads the way when it comes to using the latest technologies. The poultry utilizes heat exchange technology used to produce hot water, as well as utilizing the 'Grander' technology to ensure top quality water is used throughout the whole chain of production. Al Rawdah is the first poultry in the world to use a steam scalder, and the first poultry company in the Middle East to adopt PCR technology in diagnoses of pathogens.
Al Rawdah is a pioneer in bringing the highest animal welfare and eco-friendly standards to its operations. A resident vetinary doctor ensures that the birds are kept healthy and absolutely free from antibiotics and growth hormones. Also, the poultry was the first to adopt the 'Inovo' vaccination of the embryonic baby chick.
The brand has been recognised as a Superbrand in 2013, and has also won the 20th Golden Trophy for Food & Beverages in Germany. Al Rawdah was the first poultry company in the Middle East to win an HACCP accreditation, and the first manufacturing organization in the Middle East to be certified to the ISO 14001 in 1997 and has since followed that up with ISO 14001:2004 and ISO 22000/2005 certifications.
For more information on Al Rawdah, please visit: www.empcouae.com
For additional information, please contact:
Rabih Saab
PR Account Manager
Quill Communications
Mobile: 00971 55 5661370 - 00971 56 1035641
Email:rsaab@quillmena.com
Anas Khaleeliyeh
Media Relation Specialist
Quill Communications
Mobile: 00971 554048224
Email aadnan@quillmena.com
© Press Release 2015
