Al Rabie launches global market expansion program

The move will enable the company to strengthen its market leadership in its core businesses of juices, nectars, and still drinks, to achieve both short and long-term growth.

Al Rabie plans to increase consumer awareness of its brand by highlighting successful product categories and aggressively marketing product groups with strong potential; it will also boost the visibility of its full product range in order to achieve long-term growth. At the same time, the food company is aiming for short-term growth by intensifying its marketing efforts.

As part of its intensified marketing campaign, Al Rabie participated in the Gulf Food Exhibition 2008, which was held in Dubai from February 24-27. The exhibition is one of the largest gatherings of food, foodservice and hospitality professionals in the region, creating an excellent platform to showcase Al Rabie's extensive range of quality food products.

Monther Al Harthi, General Manager of Al Rabie Saudi Foods Co. Ltd., said, "Al Rabie understands the importance of investing significantly in all its markets; we are currently coordinating closely with partners to aggressively market the Al Rabie brand in their respective countries, and at the same time funding activities to maintain leadership in the Saudi market. We are also heavily promoting our product portfolio in non-traditional channels such as schools, hotels, and other catering institutions."

Although the Al Rabie brand already enjoys a strong reputation in the Saudi market, the company's business operates in a highly competitive Arab environment; Gulf food imports alone exceed Dhs44bn. The UAE is a particularly attractive market for Al Rabie's juices, as the country boasts of the highest per capita beverage consumption in the region that averaged over 108 liters in 2006. As such, the company has revealed that it will continue developing marketing programs and investing in distribution fleets and other assets to maintain growth and competitiveness.

Al Rabie will also continue to invest in niche products such as its 'ready-to-eat' range of Awal Qatfa, the first food item packaged in Tetra Recart packaging in the Middle East, which the company had introduced in September 2006. The company spent more than Dhs90m for the development and production of the Tetra Recart packaging solution used for the products. As part of Al Rabie's commitment to creating new tasting experiences for consumers, the company has recently launched its latest product addition "Ennaby" range in prisma packs, that constitutes of a combination of two fruit juices, free of preservatives, colors as well as of added sugar.

"Our latest investments will reflect a continuous program designed to meet the growing demand for Al Rabie products in both our local and export markets. Our extensive experience in the booming Saudi market will also help us devise strategies that will address the unique needs of each of our markets. We ultimately aim to create a broad and efficient marketing program that will provide us with a prominent presence across the Arab World," concluded Al Harthi.

Riyadh-based Al Rabie Saudi Foods Co. Ltd. is committed to satisfying the needs of consumers by offering both healthy and quality products. The company continuously meets this goal through five strategies: following the highest food hygiene standards handling and processing; prioritizing the health of consumers; considering factors that are of the greatest significance to the health of the general public; using the Hazard Analysis and Critical Control Points (HACCP) approach from raw materials management to final product delivery; and developing new products to suit consumer demand and keep pace with the latest market trends.