Al Islami supports UAE health initiative to combat obesity with a new communication strategy
In line with the UAE health initiatives, Al Islami Foods, a pioneer in halal food industry in the Middle East, today launched a new corporate communication strategy, which will support UAE drive to combat obesity and diabetes.
In an attempt to combat rising obesity and diabetic levels among school children, the Ministry of Education (MoE) plans to completely ban junk food in all public and private schools in the UAE and will set new health standards in schools from the next academic year.
The theme of new corporate communication strategy of Al Islami is “Good Food For Better Life”.
Commenting on the international health problems, Saleh Abdullah Lootah, the Chief Executive Officer at Al Islami Foods, said: “Today’s sedentary lifestyle is adding to the problem of obesity and the industry needs a responsible support from the FMCG sector to support local and international health initiatives and provide consumers with the food that suits their modern dietary requirements.
“We are working day and night on developing low fat yet healthier products.” added Saleh Lootah.
“With the establishment of Al Islami as the trusted real halal producer among the Muslim consumers across the Middle East, the company has planned to benefit non-Muslims from the other continents”, he added.
As part of corporate social responsibility and supporting UAE health initiatives, Al Islami has set up an Obesity Forum at its head office in Dubai, which will educate public on eating the right food. The forum will organize workshops to create awareness about how to act responsibly to control the epidemic of obesity. Company will invite the local and international food experts and will work on a road-map to collaborate with international obesity and diabetes associations.
Mr. Fred Lehmann, Manager Research & Development Department at Al Islami Foods, has revealed that Al Islami food technologists at the R&D Department are using core expertise, state of the art technology and latest research methods to produce a new product range that will have more protein and less fat contents.