'NATURAL ... NOTHING ADDED ... NOTHING TAKEN AWAY'


Riyadh  June 12, 2003. Al Safi Danone recently launched the new packaging for Al Safi product range during a press conference held in Riyadh.  The Al Safi product range which includes laban, yoghurt, milk, labneh and cream all witnessed a revamp with the new look that was launched in a massive advertising and marketing campaign under the slogan ‘Natural … Nothing Added … Nothing Taken Away’.   In attendance of the new look launch were HRH Prince Mohamed bin Khaled bin Abdullah Al Faisal, President of the Al Faisaliah Group, Mr. Mohamed bin Abdulaziz Al Sarhan, Managing Director of Al Safi Danone and Mr. Karim Manssour Dahbi General Manager of Al Safi Danone in addition to a number of Al Safi Danone management personnel.
 
This new look ‘Natural … Nothing Added … Nothing Taken Away’, follows through with the company’s plans to continuously present their loyal customers with everything new and improved.  Al Safi Danone product range is unique with its commitment to the purity of its natural ingredients nothing added.  Because Al Safi Danone maintains all the valuable nutritious elements with nothing taken away and this is why Al Safi remains pure (Safi). 
 
Since its establishment, Al Safi Danone has always prided itself on presenting its fresh products based on the highest quality as set by the required standards. It has also been acknowledged both on a local and international level with its various awards and certifications including:  SASO Quality Mark, Ministry of Agriculture and Water “Natural and Fresh” certificate and the ISO 9002 for the processing plant.
 
“Our goal is to always provide our customers with everything that is new and improved.   The new Al Safi brand packaging is a unique concept that follows that goal, and it is a continuation of the company’s strategic planning in the development of all our product ranges for our customer satisfaction,”  said Mr. Mohamed Al Sarah, Managing Director of Al Safi Danone. 
 
Al Safi Danone is part of Al Safi group of companies, which operates the largest integrated dairy farm in the world, with two neighboring farms covering more than 7,500 hectares altogether and 30,000 cows, Figures that has garnered it a place in the Guinness Book of World Records in 1998.  Part of the  Al Faisaliah group, Al Safi merged with the French dairy giant Danone in 2000, forming one of the most successful dairy ventures in the entire region, and resulting in diversification and a commitment to a world-standard of excellence. Al Safi Danone own and operate 24 distribution centers in all reaches of the Kingdom, serviced by more than 450 refrigerated and climate-controlled trucks.  Playing an important role in protecting the environment and participating in social and community affairs remains a priority for the company. Al Safi Danone’s product range includes some of the preferred Saudi product like Danao (juice milk), Danette (chocolate, vanilla or caramel pudding), Safio (UHT flavored milk) as well as the healthy, skim dairy Rashaka line.
 
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For further information please contact:
Ahmed Al Hassani
Media Manager
SACCS 
Jeddah
Tel:  (+9662) 663 2525
Fax: (+9662) 663 2323
Email: ahmed@saccs.com

© Press Release 2003