PROFILE
With the new factory, our daily production capacity in the UAE will go up from 5 to 10 tons of chocolate. The new factory will be an industrial breakthrough in our sector; designed to become the largest with 122,000 square feet facility to complement the company’s ongoing growth and business in the region and across the world. How important for Patchi was it to get the Halal Certification and how was it achieved? As pioneers in our field, we are committed to implementing processes that support national objectives and adhere to ethical foundations. Patchi UAE has aligned its strategy with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the United Arab Emirates and Ruler of Dubai, for the city “to become the capital of the Islamic economy”. While Patchi worldwide is and has always been halal compliant, we at Patchi UAE made a strategical decision to apply for the Halal certification from Emirates Authority for Standardization and Metrology (ESMA). Being the first in the Luxury Chocolate industry to get the Halal certification, we are very proud to have contributed to the burgeoning halal industry with this achievement. 24
MAR / APR 2018
It took us only three months to receive the certificate and we didn’t have to change any raw material during the process. Patchi manufacturing already had procedures derived from Islamic Rules in all phases of production, including recipes, preparation, packaging, transportation, distribution, and storage. Patchi’s Halal accreditation has helped the brand achieve additional unique selling points and assisted in getting new strategical alliances and partnerships with key governmental and private entities. With five new retail outlets and two new warehouses to open soon, what is Patchi’s strategy when it comes to expansion? At Patchi we have a strong belief in UAE’s potential, and we have strategically aligned our development plan with the vision of this great nation’s leaders. Between December 2017 and February of this year, we inaugurated three new boutiques in Ajman, Sharjah and Ras Al Khaimah and relocated in Abu Dhabi’s Marina Mall to a much larger space to expand the collections and products’ offerings to our clients. We are always looking for strategical expansions that align with the urban and demographic shifts in the UAE, and we have set out plans in the UAE until 2025 based on the new developments, and the geographic and demographic shifts expected.