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EME AL RAWABI DAIRY

Satisfying the regionâ€™s demands for dairy and juice products

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Feeding a Growing Market Al Rawabi Dairy Company is supplying the GCC’s heightening demand for dairy products and fruit juices, this having introduced a series of firsts to the region in its early years Writer: Tom Wadlow | Project Manager: Thomas Arnold

he GCC is developing a taste for dairy. Take the fresh milk category, for example. While the region may not be blessed with the natural elements one might associate with cattle raising, its climate being extremely dry and terrain arid, consumers are drinking more and more freshly produced milk. In 2017 the GCC consumed some 757.2 million litres of it, and by 2023 the market is expected to hit 1.18 billion litres, growing at a rate of 7.6 percent a year. The rising affluence of the region’s consumers has encouraged the demand for premium and innovative products, including vitamin fortified, lactose-free, low-fat and sugar-free variants, in turn, providing an impetus to the fresh milk market growth. Likewise, GCC citizens are becoming aware of milk’s nutritional benefits. It is a rich source of essential nutrients, such as calcium, protein, vitamin A,

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vitamin D and phosphorus, helping to keep the body hydrated and supplied with both micro and macronutrients to support optimal health. Moreover, fresh milk helps to strengthen bones, maintain muscle mass, improve the circulatory and skeletal systems, boost metabolism, lower the risk of cardiovascular diseases, increase immunity and support favourable body composition. Governments in the GCC are responding to this trend in kind, with many making investments into new and efficient technologies for the handling of fresh milk, from production and cooling to storage.

Enter Al Rawabi

This rise in demand (for milk and juices) is also being served by organisations like Al Rawabi Dairy Company, owner of a purpose-built, enormous cattle farm based in Al Khawaneej, Dubai, with further operations in Oman and Qatar.

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Starting out in 1989 with 500 imported cows and 10 distribution trucks, the company’s stock has risen markedly in the years since, the farm now home to 13,500 cattle. It is also credited with a number of regional firsts which have helped to build up its reputation over the past three decades. For instance, in 1991 it was the first to introduce plastic bottles to the GCC, while in 1995 it became the first dairy company to supply pasteurised juices. More recent years have seen rapid and advanced expansion, resulting in the 13,500 stock Al Rawabi has today. In 2013, the business embarked on an extension of the farm’s facilities with an investment of AED 125 million, with 3,000 new cows added to its herd. A year later, AED 22 million was invested in a third-generation automated filling line and pasteurisation line. By 2015, the firm was utilising 250 trucks and delivering fresh dairy and

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juice products to more than 10,000 outlets daily, while just last year a number of other breakthroughs were made. Not only did it commission a new and fully automated dairy plant facility, Al Rawabi also inaugurated a new warehouse facility in Abu Dhabi, increasing storage capacity by a factor of six and allowing it to better serve customers in and around the emirate.

Pioneering products

Such customers are able to choose from a massive portfolio of dairy and juice products. The company’s staple is fresh milk, offered in low to full fat and in numerous bottle sizes, from 200 millilitres all the way up to a gallon. This is supplemented by a range of flavoured milks, including strawberry, chocolate and mango lychee varieties. The fresh dairy segment further includes low and full fat yogurts, both plain and flavoured (cherry, blackberry

and raspberry, strawberry and pineapple). Completing the fresh produce range are Al Rawabi’s juices, the company owning a separate juice production plant that makes 15 different flavours, from orange through to red grape, sourcing the best ingredients from around the world. It is not just fresh products that make up the firm’s portfolio, however. Long life forms another key part of Al Rawabi’s offering, both in dairy and juice categories. UHT milk (including the flavoured Meet Kavi range aimed at children), iced coffee, butter, halloumi, various other cheese and whipping cream all fall under the long life dairy catalogue, while UHT juices include apple, mango, orange, pineapple, guava and fruit cocktail. Such a vast array of products are made according to strict standards, the company awarded with ISO

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9001:2015 for Quality Management, ISO 14001:2015 for Environmental Management, ISO 22000:2005 for Food Safety Management, and OHSAS 18001:2007 for Occupational Health and Safety and HACCP. In 2011 it was recognised with the Best Environmental Practice Award by the UAE government and also named Brand of the Year by Superbrands UAE, a feat it repeated in 2016, 2017 and 2018. Another recent award came in the form of a SIAL Innovation award for the Nutreee Boost flavoured milk range.

Meeting challenges with innovation

This comprehensive portfolio and equally vast series of awards and recognitions has not emerged without Al Rawabi facing challenges. In his CEO’s message, company boss Dr Ahmed El Tigani says: “Throughout our journey, we faced many challenges which we never gave up to, instead we

stood up and innovated solutions, we moved stronger on in our journey to success, and we stood proud on our achievements. “The challenges pushed us to innovate so we introduced the plastic bottles as the first UAE company to do this, which in turn gained us seven percent of the dairy market share, and after that the introduction of the juices section helped score profits that balanced the losses made in the dairy… “Innovation and finding new ways to answer consumer needs are the biggest success factor in the industry, as you have to keep track with the ever rapid changes. The tempo of life is changing, people have less time, but want to look younger, live longer, be more productive. We are investing a lot of money in the research, and we call in the best experts to support us developing the best products and answer the needs of the market.”

ADDITIONAL TECH AT AL RAWABI As well as the aforementioned cooling and feeding systems, Al Rawabi boasts several other smart uses of technology, including: 1. A diagnostic unit with a farm laboratory. 2. Advanced biosecurity system that includes:

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• Automatic hygienic gate, VIROCID chemical spray system, automatic vehicle sensing system, and a restricted farm entrance with pre-programmed guest authentication system.

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• New gates for feed storage to prevent contamination from bird faeces.

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3. A post-mortem unit to hygienically perform postmortems on deceased cows. 4. A cow hospital with a treatment area, a milking parlour for the resident cows, and a milking cluster backflush system to prevent the contamination of udders.

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ABOUT RMD BOARD IN SYNC WITH THE FUTURE RMD Board Division is the first step towards fulfilling aspirations for global footprint for JRD International; a leading, progressive and innovative industrial group with a Dare-To-Dream philosophy from Dubai, UAE. With RMD Board, weâ€™ve embarked upon major diversification in the field of GenNext materials for building & construction, interior decor, furniture, automobile, marine, advertising and many more sectors at our green-field, state-of-the-art plant at Jebel Ali Free Zone, Dubai, UAE. Even as the future beckons, we step up to the challenges of tomorrow with robust expansion plans and fresh investments of up to US $400 million to establish manufacturing complexes in North America, China, India, Russia, Brazil and Turkey. With environment consciousness and global ambition as our driving force, we are on the fast track of embarking on a journey to build a green world for future generations. P.O. Box No. 17627, Street No. 1240, Near R/a 12, Jebel Ali Free Zone, Dubai - U.A.E. Ph.: +971 4 815 7999, Fax: +971 4 815 7989 Email : contact@rmdboard.com Website : www.rmdboard.com

WHERE AMBITION BECOMES ACHIEVEMENT

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SPX FLOW Innovation for Nutritional High Quality Dairy The relationship between SPX FLOW and Al Rawabi Dairy goes back nearly 20 years and continues to prosper today as we work together to develop new and advanced products and processes, helping Al Rawabi realize their strategic vision for delivering high quality nutritional dairy products and juices. To ensure the right product quality from the start of production, the dairy made use of our state-of-the-art Innovation Centers to run trials with the support of world-leading food scientists and technologists. As part of the SPX FLOW commitment to achieve excellence in the dairy industry, these centers foster innovation through partnership and help bring new products and cuttingedge technology to market quickly. T +971 (0) 4 814 3400 E ft.enquiries@spxflow.com Sheds are designed to reduce sunlight, equipped with advanced roofing, clean bedding and fresh drinking water

Indeed, it is the CEO’s ambition for the company to be present in all GCC nations by 2020.

exceed 21 degrees Celsius. The company also has a watercooling system which sprays water at 18-20 degrees Celsius, enhancing the Contented cattle cooling effect and helping to increase This growth has and will continue to be herd happiness and thus output of achieved with the welfare of cows at milk. heart, with Al Rawabi placing a strong Further, the sheds are designed to emphasis on how it looks after its reduce direct sunlight and are further animals. equipped with advanced roofing, clean In 2016, the UAE government bedding, fresh drinking water and introduced strict animal welfare 24-seven monitoring by a health team regulations, breaches of which of 17 expert vets and nutritionists. resulting in hefty fines and even prison The cows are also fed the right sentences. Al Rawabi is a flagbearer quantity of food thanks to a smart for these standards, certified by Dubai dairy and Wi-Fi powered feeding Municipality for ‘Excellence in Animal system which monitors consumption. Welfare’. Much of this fulfilment of care is 2020 vision enabled by technology. Another key element of Dr Ahmed El A unique element of this is Al Tigani’s future ambition, as stated in Rawabi’s automated cooling system his CEO’s message, is to not only enter designed to protect its cows from the every GCC market but also build into Overseas projects are particularly popular intense desert heat and sunlight. This North Africa. switches on as soon as temperatures “Today, close to 30 years of our

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presence, we envision to go bigger and become a MENA brand by 2020, beyond just a dairy farm to a food company with multiple product portfolios in countries in the region,” his message states. “Our tagline is Nation’s Health, and we believe by offering high quality products that help with the rising deficiencies in the region we can contribute to people having a healthy and a happy lifestyle, which in return makes them productive members of the society.” Al Rawabi, in targeting Africa, is tapping into a potentially huge market. The combined Middle East and Africa market bought more than seven billion kilos of dairy in 2017, and by 2023 it is forecast to be worth $21.7 billion. If Al Rawabi succeeds in its 2020 vision, it looks very well positioned to enjoy a prosperous future and contribute to the better health of millions of consumers.

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