RIYADH, 1 January 2005 -- Al-Safi-Danone's (ASD) objective is to be the "Number 1 " dairy company in the Gulf Cooperation Council (GCC) region by providing consumers with the "healthiest" and "tastiest products," the general manager of Al-Safi-Danone, Karim Manssour Dahbi told Arab News adding that its products are being exported to United Arab Emirates, Qatar, Kuwait, Jordan and Yemen.

Commenting on Al-Safi-Danone's product strategy for the years to come, Manssour Dahbi pointed that Activia and Actimel are clear illustration in this domain. Danino also helps the growth of the children by providing 3 times the calcium in a normal yogurt or milk in addition to its nutrition value as a healthy drink, Actimel has microscopic bacteria which provides natural defense for the human body. "The new launches helped in gaining market share in local and export markets," he said.

"More attention in the near future will be given to new added value products," Manssour Dahbi said adding that this will be achieved with the expertise of Danone network and R&D research centers that give the appropriate answers to local consumer needs through their extensive consumer research and development programs. The strategic venture between Al-Safi and Danone aims at importing new technologies and international methods to achieve better return on the considerable invested working capital. "We are optimistic that our business in the future will witness more expansion and development," he noted.

Mansour said Tetra Pak (TP) is the first packaging material supplier for Al-Safi-Danone in terms of importance and the quality of the relationship. ASD uses the filling machines and packing materials of TP to pack many of Al-Safi-Danone's fresh and UHT products. TP used to be one of the key suppliers of the processing equipments to Alsafi Danone.

The manager recalled that relation between the two companies started at the beginning of 1980s with the supply and installation of aseptic filling machines along with the packing materials. Service and maintenance were also provided.

"As the business expanded, the relation between the two companies improved further and new innovative solutions and technologies were developed by the two companies to better satisfy the Saudi consumers," he said.

He added that the innovative Tetra Top move was one of the key success elements of Danao. It was later used for Laban and Activia as well as for Areen juices.

Sales of Danao product witnessed considerable increase in year 2004 compared with year 2003, behind strong sampling and marketing activities. "Activia launch was very successful in Fall 2003 and continued to grow in 2004. Areen juices were rather stable in year 2004," he noted. However, he said some technical issues regarding the opening of the Gran Top did not help the sales of Laban to grow, and that's why it moved to Tetra Tops with screw caps and dome. "At this moment we are working with Tetra Top people to further improve the opening system, and make it a one step rather than two step opening. It's at its early stage of development, and we hope to be the first client to launch the new technology in 2006. And I am sure TP will further improve the opening system," he said adding that as per his company's estimations Al-Safi-Danone is still the biggest Tetra Top customer in year 2004.

Manssour Dahbi who holds bachelors degree in Electronics Engineering from the "Ecole Centrale de Paris" -- France, joined Danone Group as deputy general manager in Algeria in April 2001. In January 2003 he was appointed as the general manager for Al-Safi-Danone in Saudi Arabia, GCC and the neighboring countries.

Mohammed Rasooldeen, Arab News

© Arab News 2005