Dr Ahmed Eltigani, Chief Executive Officer, Al Rawabi Dairy Company (LLC)

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Tell us about your business

Al Rawabi Dairy Company produces a wide range of dairy products - from fresh milk to yoghurts, laban, functional healthy products. Alongside dairy products, it is the only company in the UAE to produce 15 flavors of fresh juices in the market to complement nation’s wide variety of choices. Al Rawabi sells its products across the UAE, Oman and Qatar, and recently has started distribution of juice to Kuwait, as well as setting out plans for further geographical expansion of the company across the MENA region.

The brand was founded in 1989 in Dubai, UAE. Since then, the company has been producing fresh milk, juice and other dairy products at the farm in Al Khawaneej.

The farm began production with just 500 Holstein and Friesian cattle - breed of German cows. Today, the company proudly owns more than 12,500  cows and is still growing.

Al Rawabi treats its cows as their source of pride and joy. The company has resident veterinary doctors to keep the cattle healthy and maintains a comprehensive health program that ensures a highly efficient healthy herd, completely antibiotic and hormone free. Today, Al Rawabi is the only company to implement an automatic cooling system applied to protect the cows from the high UAE temperatures and keep them stress free. 

The milking operation at the farm produces approximately 250k litres of milk per a day. The cows at the farm are milked 3 times a day and the milk is immediately chilled to maintain its freshness, before being transported to the factory where it is homogenized and pasteurized, retaining its proteins and other nutrients. The cold chain – keeping the milk and the products below 5c degrees -  is kept in full run from farm to the stores.

 

What is unique about your products and services?

As everyone knows, dairy products are an essential commodity for the people, starting from baby to elderly, and we achieved providing the highest quality in all our products.

Second thing is the availability of the products, and Al Rawabi tries increasing the distribution and being available everywhere.  It is a big challenge to achieve this, since the day starts very early in the morning to the late night, as the products are short life products, and consumers are looking for the fresh date every day. In that way, the company ensures the highest quality and availability at all times, because these mostly are the reasons for the success in the market. 

The company will continue increasing the presence, both locally in the UAE, and expand into more markets with the products. Al Rawabi also targets to reach a customer base of over 15,000 totals and to increase the market share to become the no.1 player in all regions where they are currently present.

Also, a lot of hard work is happening on the new products development, as they try to stay competitive both with pricing and the portfolio.

Al Rawabi is the first dairy company to be focusing on the health of the nation as lifestyle affordable to everyone, as there are many growing needs of the nation.

Company strongly believes that health comes through and by food, as it is the most natural way of taking care of yourself, and they are here to support the consumers in doing so. 

As Al Rawabi has always been a pioneer in thinking innovatively, 2016 should be one the most innovative years in company history.

The company recently launched Multivitamin Juice, a cocktail mix juice with Vitamin E, D and Zinc which are naturally known as helping to absorb calcium, and maintain the skin, bones, vision; Vitamin D milk, a first milk of its kind, that is enriched with 2000 iu of vitamin D3 per 1 cup of 250 ml, a dosage that is recommended for optimal health to prevent Vitamin D deficiency.

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

The top trends in the F&B industry

1)   More Products with Less Sugar – increase “good calories”, decrease “bad calories”

2) Decresed fat levels  -  dairy is still main source of nutrition

3) Healthier options for the invidiual consumption – “benefit me”

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

  • Represent the dairy industry in the region
  • Promote the company
  • Meet new suppliers & buyers
  • Setup new business opportunities
  • Promote the company

What is the next big plan for your business?

  • New state-of-the-art automated facility to raise output to 70 per cent from the current 30 per cent; Feasibility study to open operations base in Saudi Arabia underway and envisioning to become a MENA brand by 2020

How will visitors benefit from your innovative products and services?

  • All our products are a part of the main daily nutrition that we offer with high quality and great taste.
  • Our services are a constant dedication to timely delivery and listening to the needs of the customer that are further more tailored made to deliver the needed products with the best pricing possible.