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

Dubai, UAE – Feb 28th, 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% 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% 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 trialling 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 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 26th to March 2nd 2017 at the Dubai World Trade Centre.

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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 company 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 since 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.alrawdahfarm.com  

Media Contacts:
Quill Communications 
Vinisha Khatwani
vkhatwani@quillmena.com 
+971 55 4636 544 

© Press Release 2017