Jeanette Kristensen Alhaider, General Manager Sales and Marketing, Al Rawdah (Emirates Modern Poultry Co. LLC)

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Tell us about your business

Al Rawdah (Emirates Modern Poultry Co. LLC) was established in 1994 as a subsidiary of Emirates Rawabi Group. Al Rawdah is recognized as the pioneer of UAE poultry industry and 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 in its state of the art, fully automatic slaughter house. 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 Oman, Lebanon and Qatar.

Al Rawdah is a pioneer in bringing the highest animal welfare and eco-friendly standards to its operations. A resident veterinary doctor ensures that the birds are kept healthy and absolutely free from antibiotics and growth hormones.

As a market leader, Al Rawdah recognizes that its operations have an impact on the community and the environment. Al Rawdah knows that it has an obligation not just to provide healthy and delicious food to the consumers’ tables but it must also embrace sustainable and ethical business practices to ensure that its operations can benefit the society as a whole and is safe to the environment. In July 2016, Al Rawdah received a Green Era award for Sustainability.

The brand has also been recognised as a Superbrand from 2013-2016, and has 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. Moreover, Al Rawdah was the first poultry farm in the UAE to receive the ‘Halal’ certificate from Emirates Authority for Standardization and Metrology (ESMA). In 2015, Al Rawdah has also received the Emirates Quality Mark.

What is unique about your products and services?

Al Rawdah uses only the best raw materials to produce high quality products in line with the best standard in a state of the art production facility ensuring the products are premium quality.

In your opinion, what are the top 3 trends in the F&B industry?

Healthy – Organic Food

Local Sourcing 

Back to basics – reinvented traditional recipes and ingredients 

What benefits do you get by participating in SIAL Middle East?

We would be able to meet industry peers as well as existing and new customers in Sial Middle East.  

What is the next big plan for your business?

We are moving into cash van distribution.

How will visitors benefit from your innovative products and services?

They will be able to source local, fresh and high quality produce.