Things you didn’t know about Al Rawdahuae.superbrandsmena.com/pdf/pdffile1435301961.pdf ·...
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74 MARKET Serving its customers with the best poultry products has been a tradition at Al Rawdah for more than two decades. As pioneers of poultry farming in the UAE, Al Rawdah is the largest producer of naturally fed fresh chicken and high quality processed meat products in the Emirates. Al Rawdah prides its range of products made from fresh chicken and processed meat products in the UAE, holding a 35% market share. Al Rawdah poultry farm is located 40 kilometers from Dubai along the Al Ain Road. The farm covers 538 hectares with a processing capacity of over 45,000 birds daily. Its ultramodern production facilities are in line with international standards and boasts certifications of ISO and HACCP . What sets Al Rawdah apart is its seal of quality and freshness. Most of Al Rawdah chickens go directly to supermarkets as fresh produce while others go to the food processing plant minutes away from the slaughtering house. The entire range of frozen products such as chicken burgers, chicken franks and other processed products are made from fresh Al Rawdah chicken. Al Rawdah gives equal emphasis on being eco and environmentally friendly. It lays stress on route planning, ensuring minimum pollution by planned and scheduled transportation. The company has always kept the interests of the consumers first and evolved its strategies around that. “The meat from our own fresh chicken is used in our processed products such as chicken nuggets and breaded chicken fillet, so we strive to bring the taste of fresh chicken into our processed items as well,” says Jeanette Kristensen Alhaider, General Manager Sales and Marketing. “Al Rawdah gives its poultry 100% natural feed, allows the chickens to live cage-free, and doesn’t give growth hormones or antibiotics. Protecting animal welfare and incurring minimum environmental impact contributes to Al Rawdah’s success .” The chicks are raised in Al Rawdah broiler farms under controlled conditions and fed with 100% natural feed. Even the drinking water for the chicks is supplied from Al Rawdah Reverse Osmosis facility on site to avoid any contamination and ensures a total healthy environment. Whilst keeping in line with Halal practices, every chicken is hand slaughtered, the slaughtering process is adapted from leading global industry standards and also regularly monitored by Dubai Municipality’s food control inspector. Al Rawdah has built a strong name in the sector and branched out to other countries in the Middle East. The Super Brand has partnerships in Qatar, Oman and Lebanon. At the beginning of 2015 Al Rawdah announced the launch of a new processing plant to double its monthly production capacity of processed items from 400 to 800 tonnes, which will be fully ready and operational at the end of 2015. Phase one of the expansion, comprises six new cold stores which will add an additional 300 tonnes of storage at a cost of AED 5.5 million, is already complete. Phase two, which will see the processed production facility expand to double output, is expected to reach completion by the end of 2015 at a cost of AED 15 million. The new plant, which is 40% larger than the current one in terms of area, will see Al Rawdah enter the first quarter of 2016 with a monthly production capacity of 800 tonnes of processed items. The fast-tracked expansion comes on the heels of unprecedented market demand for Al Rawdah products, which have led the company to operate at absolutely full capacity. Simultaneously, the company has also announced a new variety of diversified meat products, with around 30 new product launches planned for 2015. Half the products will be specially tailored for the Food Service departments including the HORECA industry that comprises of hotels, restaurants, cafes and catering companies, while the other half will be created for retail consumption. Veal, beef and turkey products created from halal Australian beef and veal, and halal turkey sourced from Turkey, will futhermore be added to the company’s global product portfolio. The new plant continues Al Rawdah’s focus on quality and products produced to global standards. The latest generation of machines will increase production speed by 50%. The new plant’s machines are also designed to be environmentally friendly, with upgraded cooking and packaging machines that will reduce energy consumption by up to 80%. Most recently, Al Rawdah announced that it grew by 525% in its production capabilities in the past decade, going from 160 metric tonnes of poultry production a month, in 2004, to 1,000 metric tonnes in 2014. Also part of Al Rawdah’s expansion plans is the start of the construction of a new farm in Liwa area, which will bring an additional 500 hectares of farmland. A model of contract growing will be put into operation at the Liwa farm, firstly to increase the volume of poultry Al Rawdah can process and secondly, and most importantly, to empower small farmers to make a living by learning and applying superior standards. Al Rawdah’s Liwa facility will serve as a hub for community contract growers - where small farmers will be trained in Al Rawdah’s rigorous standards on free range poultry rearing. At 30 days old, the chickens will be bought back to Al Rawdah’s farms. Not only will this initiative help small farmers produce high quality poultry and help them earn revenue, while benefitting from skills transfer, but will also help Al Rawdah secure a supply of high quality poultry raised to international standards. Contract growing is an established model of outsourced expansion globally. However, it requires extremely strict adherence to quality and standards, and intensive training and skills transfer. Al Rawdah is committed to investing in the community of farmers, and believes this will help them, and the UAE’s poultry sector as a whole, to be more self sufficient. ACHIEVEMENTS With “excellence in quality” being the foremost objective, Al Rawdah prides itself with ultra-modern and hygienic production facilities and process, which have been adopted from the best practices in the industry and regularly monitored by Dubai Municipality and other food control inspectors. The Al Rawdah resident veterinary doctor keeps the chickens healthy without the use of any anti- biotic or growth hormones at any stage and uphold a comprehensive vaccination programme that ensures a healthy population. Al Rawdah’s in-house laboratory is also responsible for maintaining all the bio-security levels at the hatchery, broiler farms and production plant to produce safe and high quality Al Rawdah products. In 1997, these high standards lead Al Rawdah to be the first manufacturing organisation in the Middle East to be concurrently certified to the ISO 14001 Environmental standard and the ISO 9002 Quality Assurance standard recognised around the world. Al Rawdah Achievements and Recognitions l 1995 HACCP l 1996 ISO 14001:2004 l 2006 ISO 22000/2005 Global and Local Awards Certificates l 20th Golden Trophy for Food and Beverages - Germany, 1997 l 2013 Superbrands Award l 2014 Food Business Excellence Award l 2014 Superbrands Award l 2015 Superbrands Award HISTORY Emirates Modern Poultry Co, known as Al Rawdah, started its operation in 1994. The farm was initially built with 30 broiler houses with a capacity of four million birds per year spearheaded by a management comprising of four people and a fleet of six sales vans. Today, Al Rawdah has a capacity of more than twenty- four million birds and an operating sales fleet of 24 vans. Together with the fresh chicken, Al Rawdah started manufacturing Fresh Chicken Franks and Fresh Chicken Burgers. Later, in 2000, Al Rawdah Food Processing Plant was built and Al Rawdah increased the processed items to include frozen items like Chicken Nuggets, Chicken Fillets, Chicken Meatballs, Chicken Drumsticks, Chicken Popcorn and Chicken Fries as well as fresh processed items such as whole smoked chicken and chicken mortadella. In 2011 Al Rawdah established its own feed mill, Green Fields, which is functioning as a separate company. Green Fields started its operation in 2012 and caters to the specific 100% natural feed requirements of Al Rawdah, as well as external customers. From mid-year 2014, Al Rawdah started the expansion plans firstly with the extension of the Food Processing Plant to double its monthly production capacity of processed items from 400 to 800 tonnes, simultaneously introducing a new variety of diversified meat products. The production capacity of Al Rawdah farms had a steady growth in the last twenty years. Al Rawdah has grown from slaughtering 15,000 chickens on a daily basis, back in 1994, to today slaughtering 45,000 each day. This number will significantly increase as Al Rawdah has begun the construction of the new Liwa farm. BRAND VALUES At the heart of Al Rawdah’s values is their focus on hygiene and food safety. Since the opening of the farm, CEO Dr Rashid Dafalla, has made sure that this focus penetrates through the whole organisation. Al Rawdah is dedicated to bring only the best quality to their consumers and go out of their way to make sure this happens each and every day. Al Rawdah promises their consumers 100% fresh products, which is backed by the fact that their chickens are only eight hours from slaughtering to supermarket. Furthermore, Al Rawdah is also the healthier option as they guarantee that their chickens have not been treated with anti-biotic and growth hormones at any stage. At the core of Al Rawdah’s brand values, stands their passion for their chickens. The chickens live in large air-conditioned houses where they have free access to food and water, and, to ensure that they will get some rest, the lights are turned off for night time sleep. Frequently Animal Welfare organisations visit the farm only to conclude that Al Rawdah are more than complying with all given regulations. Finally, Al Rawdah cares for the local environment. As a zero waste company, all their waste is recycled as, for example, the waste water is treated and used as irrigation for the plants in the farm. Their commitment is not only to give high-quality food but also high-quality lifestyle both for their chickens and their consumers. www.alrawdahpoultry.com Things you didn’t know about Al Rawdah l Al Rawdah was the first poultry company to receive the HACCP certificate in the Middle East. l Al Rawdah is the first poultry company in the Middle Easy to adopt PCR technology in diagnosis of pathogens as well as identification of virus strains. l Al Rawdah is the first poultry company to adopt Inovo vaccination of the embryonic baby chick. l Al Rawdah is the first poultry company to be certified with ISO 2200:2005 food safety. l Al Rawdah is the first in the Middle East to use ELISA Diagnostic System.
Transcript of Things you didn’t know about Al Rawdahuae.superbrandsmena.com/pdf/pdffile1435301961.pdf ·...
74
MARKETServing its customers with the best poultry products has been a tradition at Al Rawdah for more than two decades. As pioneers of poultry farming in the UAE, Al Rawdah is the largest producer of naturally fed fresh chicken and high quality processed meat products in the Emirates. Al Rawdah prides its range of products made from fresh chicken and processed meat products in the UAE, holding a 35% market share.Al Rawdah poultry farm is located 40 kilometers
from Dubai along the Al Ain Road. The farm
covers 538 hectares with a processing capacity of over 45,000 birds daily. Its ultramodern production
facilities are in line with
international standards and
boasts certifications of ISO and HACCP.What sets Al Rawdah apart is its
seal of quality and freshness. Most of Al Rawdah chickens go directly to supermarkets as fresh produce while others go to the food processing plant minutes away from the slaughtering house. The entire range of frozen products such as chicken burgers, chicken franks and other processed products are made from fresh Al Rawdah chicken.
Al Rawdah gives equal emphasis on being eco and environmentally friendly. It lays stress on route planning, ensuring minimum pollution by planned and scheduled transportation.
The company has always kept the interests of the consumers first and evolved its strategies around that. “The meat from our own fresh chicken is used in our processed products such as chicken nuggets and breaded chicken fillet, so we strive to bring the taste of fresh chicken into our processed items as well,” says Jeanette Kristensen Alhaider, General Manager Sales and Marketing. “Al Rawdah gives its poultry 100% natural feed, allows the chickens to live cage-free, and doesn’t give growth hormones or antibiotics. Protecting animal welfare and incurring minimum environmental impact contributes to Al Rawdah’s success .”
The chicks are raised in Al Rawdah broiler farms under controlled conditions and fed with 100% natural feed. Even the drinking water for the chicks
is supplied from Al Rawdah Reverse Osmosis facility on site to avoid any contamination and ensures a total healthy environment. Whilst keeping in line with Halal practices, every chicken is hand slaughtered, the slaughtering process is adapted from leading global industry standards and also regularly monitored by Dubai Municipality’s food control inspector.
Al Rawdah has built a strong name in the sector and branched out to other countries in the Middle East. The Super Brand has partnerships in Qatar, Oman and Lebanon.
At the beginning of 2015 Al Rawdah announced the launch of a new processing plant to double its monthly production capacity of processed items from 400 to 800 tonnes, which will be fully ready and operational at the end of 2015.
Phase one of the expansion, comprises six new cold stores which will add an
additional 300 tonnes of storage at a cost of AED 5.5 million, is
already complete. Phase two, which will see the processed production facility expand to double output, is expected to reach
completion by the end
of 2015 at a cost of AED
15 million. The new plant, which is 40% larger than the current one in terms of area, will see Al Rawdah enter the first quarter of 2016 with a monthly production capacity of 800 tonnes of processed items.
The fast-tracked expansion comes on the heels of unprecedented market demand for Al Rawdah products, which have led the company to operate at absolutely full capacity.
Simultaneously, the company has also announced a new variety of diversified meat products, with around 30 new product launches planned for 2015. Half the products will be specially tailored for the Food Service departments including the HORECA industry that comprises of hotels, restaurants, cafes and catering companies, while the other half will be created for retail consumption. Veal, beef and turkey products created from halal Australian beef and veal, and halal turkey sourced from Turkey, will futhermore be added to the company’s global product portfolio.
The new plant continues Al Rawdah’s focus on quality and products produced to global standards. The latest generation of machines will increase production speed by 50%. The new plant’s machines are also designed to be environmentally friendly, with upgraded cooking and packaging machines that will reduce energy consumption by up to 80%.
Most recently, Al Rawdah announced that it grew by 525% in its production capabilities in the past decade, going from 160 metric tonnes of poultry production a month, in 2004, to 1,000 metric tonnes in 2014.
Also part of Al Rawdah’s expansion plans is the start of the construction of a new farm in Liwa area, which will bring an additional 500 hectares of farmland. A model of contract growing will be put into operation at the Liwa farm, firstly to increase the volume of poultry Al Rawdah can process and secondly, and most importantly, to empower small farmers to make a living by learning and applying superior standards. Al Rawdah’s Liwa facility will serve as a hub for community contract growers - where small farmers will be trained in Al Rawdah’s rigorous standards on free range poultry rearing. At
30 days old, the chickens will be bought back to Al Rawdah’s farms.
Not only will this initiative help small farmers produce high quality poultry and help them earn revenue, while benefitting from skills transfer, but will also help Al Rawdah secure a supply of high quality poultry raised to
international standards. Contract
growing is an established model of outsourced expansion globally. However, it requires extremely strict adherence to quality and standards, and intensive training and skills transfer. Al Rawdah is committed to investing in the community of farmers, and believes this will help them, and the UAE’s poultry sector as a whole, to be more self sufficient.
ACHIEVEMENTSWith “excellence in quality” being the foremost objective, Al Rawdah prides itself with ultra-modern
and hygienic production facilities and process, which have been adopted from the best practices in the industry and regularly monitored by Dubai Municipality and other food control inspectors.
The Al Rawdah resident veterinary doctor keeps the chickens healthy without the use of any anti-biotic or growth hormones at any stage and uphold a comprehensive vaccination programme that ensures a healthy population. Al Rawdah’s in-house laboratory is also responsible for maintaining all the bio-security levels at the hatchery, broiler farms and production plant to produce safe and high quality Al Rawdah products.
In 1997, these high standards lead Al Rawdah to be the first manufacturing organisation in the Middle East to be concurrently certified to the ISO 14001 Environmental standard and the ISO 9002 Quality Assurance standard recognised around the world.Al Rawdah Achievements and Recognitionsl 1995 HACCP l 1996 ISO 14001:2004l 2006 ISO 22000/2005Global and Local Awards Certificatesl 20th Golden Trophy for Food and Beverages - Germany, 1997 l 2013 Superbrands Awardl 2014 Food Business Excellence Awardl 2014 Superbrands Awardl 2015 Superbrands Award
HISTORYEmirates Modern Poultry Co, known as Al Rawdah, started its operation in 1994.
The farm was initially built with 30 broiler houses with a capacity of four million birds per year spearheaded by a management comprising of four people and a fleet of six sales vans.
Today, Al Rawdah has a capacity of more than twenty-four million birds and an operating sales fleet of 24 vans.
Together with the fresh chicken, Al Rawdah started manufacturing Fresh Chicken Franks and Fresh Chicken Burgers. Later, in 2000, Al Rawdah Food Processing Plant was built and Al Rawdah increased the processed items to include frozen items like Chicken Nuggets, Chicken Fillets, Chicken Meatballs, Chicken Drumsticks, Chicken Popcorn and Chicken Fries as well as fresh processed items such as whole smoked chicken and chicken mortadella.
In 2011 Al Rawdah established its own feed mill, Green Fields, which is functioning as a separate company. Green Fields started its operation in 2012 and caters to the specific 100% natural feed requirements of Al Rawdah, as well as external customers.
From mid-year 2014, Al Rawdah started the expansion plans firstly with the extension of the Food Processing Plant to double its monthly production capacity of processed items from 400 to 800 tonnes, simultaneously introducing a new
variety of diversified
meat products. The production capacity
of Al Rawdah farms had a steady growth in the last twenty years. Al Rawdah has grown from slaughtering 15,000 chickens on a daily basis, back in 1994, to today slaughtering 45,000 each day. This number will significantly increase as Al Rawdah has begun the construction of the new Liwa farm.
BRAND VALUES At the heart of Al Rawdah’s values is their focus on hygiene and food safety. Since the opening of the farm, CEO Dr Rashid Dafalla, has made sure that this focus penetrates through the whole organisation. Al Rawdah is dedicated to bring only the best quality to their consumers and go out of their way to make sure this happens each and every day.
Al Rawdah promises their consumers 100% fresh
products, which is backed by the fact that their chickens are only eight hours from slaughtering to supermarket. Furthermore, Al Rawdah is also the healthier option as they guarantee that their chickens have not been treated with anti-biotic and growth hormones at any stage.
At the core of Al Rawdah’s brand values, stands their passion for their chickens. The chickens live in large air-conditioned houses where they have free access to food and water, and, to ensure that they will get some rest, the lights are turned off for night time sleep. Frequently Animal Welfare organisations visit the farm only to conclude that Al Rawdah are more than complying with all given regulations.
Finally, Al Rawdah cares for the local environment. As a zero waste company, all their waste is recycled as, for example, the waste water is treated and used as irrigation for the plants in the farm.
Their commitment is not only to give high-quality food but also high-quality lifestyle both for their chickens and their consumers.
www.alrawdahpoultry.com
Things you didn’t know aboutAl Rawdah
l Al Rawdah was the first poultry company to receive the HACCP certificate in the Middle East.l Al Rawdah is the first poultry company in the Middle Easy to adopt PCR technology in diagnosis of pathogens as well as identification of virus strains.l Al Rawdah is the first poultry company to adopt Inovo vaccination of the embryonic baby chick.l Al Rawdah is the first poultry company to be certified with ISO 2200:2005 food safety.l Al Rawdah is the first in the Middle East to use ELISA Diagnostic System.
