Continues delivering food security for the UAE through state of the art local production capabilities
Dubai, UAE – February 1, 2017: Emirates Modern Poultry Co., also known as Al Rawdah, posted 8-10% growth through 2016 despite economic headwinds. The firm continued expanding its mandate of delivering food security for the UAE through local production, exceptional rearing standards, and state of the art machinery.
The year saw Al Rawdah kick off an AED 20 million expansion of its food processing plant (FPP) to introduce cutting edge technologies that supress costs and improve quality. The brand also invested in state of the art X-ray machinery to detect, not only metal and bones in its processed food, but also small cartilages that otherwise go undetected, to ensure premium food quality.
Al Rawdah also invested in solar panels to reduce grid consumption and minimise its environmental footprint. 2016 saw Al Rawdah become the first UAE poultry company to harness solar energy – an initiative that has also resulted in a sharp operational cost drop.
“2016 has been a successful year for Al Rawdah, where we have cemented our market reputation as a leading local poultry producer. We posted healthy growth during the year, despite uncertain macro-level market conditions. We also used the year to strengthen our technological and operating foundation. Al Rawdah is committed to growing as a world-class local producer of high-quality poultry that contributes to the nation's food supply,” says Al Rawdah CEO Dr. El Rashid Dafalla Mohamed.
Through the year, Al Rawdah added to its tally of awards and accolades. It was once again recognized as a Superbrand, and also won the Green Era Award for Sustainability. Al Rawdah has been recognized as a Superbrand since 2013, and has in years past also received the Food Business Excellence Award during the Food Security Future Conference.
In 2017, the Al Rawdah success story looks set to continue apace. The brand's new LIWA Farm will finish equipment installation by mid-2017 and will be hatching its first batch of chicks by year-end. The first batch of broiler chickens will be nurtured and raised for 4 weeks before being introduced to the market. The company is also set to continue its implementation of world-class standard operating procedures (SOPs) and speed up its transformation into a modern concern operating to exceptional standards.
“We are looking forward to another positive year in 2017. Our investments in our new LIWA Farm are paying off, and the property will come online before the end of the year. This will help us meet future market demand. We are also working diligently to upgrade processes, machinery and methods so we can keep pace with the best poultry operations around the world. Al Rawdah is seen as a local UAE success story that consumers, regulators and stakeholders value as providing essential products to the community,” concludes Dr. Rashid.