Al Rawdah celebrates 20th anniversary with new Liwa farm and market expansion plans

Company sees 525 per cent growth in its production capabilities in the past decade, going from 160 metric tonnes of poultry production a month in 2004 to 1000 metric tonnes in 2014

Dubai, November 13th, 2014 - Emirates Modern Poultry Co., also known as Al Rawdah, is celebrating its 20th anniversary this year with ambitious plans that see the UAE’s largest producer of poultry products commit to market expansion, and sustainable contract growing through its new Liwa farm in Abu Dhabi.

Al Rawdah currently has the capacity to process 40,000 kilograms of poultry meat every day, and get them from farm to supermarket shelves within few hours, and is recognised for its 100 per cent halal products and high animal welfare standards. Chickens are reared as per third party audited animal welfare standards and are kept absolutely free from antibiotics and growth hormones. Compressive vaccination and welfare programmes are strictly followed. Al Rawdah also prides itself on being a Zero Waste Company.

“Excellence in Quality” is our key mantra and foremost objective. Al Rawdah has invested heavily in superb modern and hygienic facilities and processes. Our mission is simple: we are committed to provide our customers the highest quality of poultry products through cutting edge hygienic production consistent with 100% Halal practices, to promote self-sufficiency in the field of poultry produce in the UAE,” said Abdulla Al Owais, Chairman of Al Rawdah.

Al Rawdah has seen 525 percent growth in its production capabilities in the past decade, going from 160 metric tonnes of poultry production a month in 2004 to 1000 metric tonnes in 2014. During the same period, the company’s annual revenue has risen by 184 percent - from AED 61.7 million in 2004 to 175 million in 2014. Revenue projections for 2014 are 5 percent higher than in 2013, indicating healthy growth.

The brand is further expanding its facilities to cope with market demand as it looks to add to its 35 percent share of the UAE market. In the frozen foods segment, it is looking to cement its presence in the UAE and expand to cover the entire GCC through a frozen processed range that stands out by being made from Al Rawdah fresh chicken.

Al Rawdah has announced that it is bringing online 500 additional hectares of farmland through its new Liwa facility. The 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 brought back to Al Rawdah’s farms for processing.

“The idea behind contract growing is to engage with small farmers to produce high quality produce, train them in the latest global standards for raising poultry, and help them earn revenue while benefitting from skills transfer. At the same time, the initiative will help Al Rawdah secure a supply of high quality poultry raised to our international standards and work towards food security in the UAE,” said Abdulla Al Qubaisi, Vice Chairman of Al Rawdah.

Al Rawdah was the first concern in the Middle East to be accredited with a HACCP accreditation, and has since followed that up with ISO 14001:2004 and ISO 22000/2005 certifications. Al Rawdah has been recognised as a Superbrand in 2013, and has also won the 20th Golden Trophy for Food & Beverages in Germany.

“We promise our customers excellent quality, fresh chicken, straight from our farms. And we ensure that our poultry is given the very best living conditions for peak health. We are regularly visited by Animal Welfare organisations, who come away impressed with Al Rawdah’s commitment to animal welfare,” said Dr El Rashid Dafalla Mohamed, General Manager of Al Rawdah.

In 2013, the brand undertook a packaging overhaul to support healthier options for consumers. All Al Rawdah packaging gives consumers nutritional values, healthiest way to cook products, and information on how the products were created and processed.