CO-OP ISLAMI joins 'superbrand' elite

Award of the prestigious status took at the recent Tribute Event held in Wafi City, Dubai and organised by Superbrands, an independent branding authority.

The real halal producer was one of 50 brands selected by Superbrands' council to join its elite category. It is a huge achievement for the Islamic food producer, especially since there are some 780 top brands in the UAE all competing for commercial precedence.

Saleh Abdulla Lootah, Assistant General Manager- CO-OP Islami-Operations, said: "We are grateful to the Superbrands council for this recognition of our brand. It means a great deal to us, especially this award comes from an organisation, which is itself represented by individuals who have shown exceptional aptitude in business and who have a thorough knowledge of the UAE'S market and methods.

"CO-OP ISLAMI's approach has been to consistently aim to improve quality. Quality should be synonymous with the brand and differentiate us from our competitors."

There is a stiff selection process before any brand is elevated to superbrand status and background information is assessed and evaluated according to specific criteria before any decisions are made.