Al Rabie Saudi Foods Co. Ltd., a pioneering producer of dairy products and juices in the KSA and the largest juice manufacturer in the Middle East, has commenced an aggressive expansion plan aimed at gaining the lead in the Gulf’s food and beverage market. The company has already started upgrading the logo and packaging of its “Awal Qatfa” line of ready-to-eat food as part of the initiative.
Al Rabie is strategically headquartered in the Kingdom of Saudi Arabia, the GCC’s largest food and beverage importing state. The company is aiming for a stronger market position as the region’s food imports alone are expected to exceed SAR 180 billion by 2020. Its “Awal Qatfa” range of ready-to-eat products was introduced in 2006 using Tetra Re-Cart packaging. The innovative carton packaging enables food products such as beans, vegetables and soups to remain shelf-stable for up to two years.
“Awal Qatfa” is a selected product to focus the initial stages of our regional growth agenda on, as it offers a broad collection of high-quality ready-to-eat foodstuffs that are free of preservatives and artificial coloring. It represents our commitment to health, convenience, and innovation,” said Monther Al Harthi, CEO, Al Rabie Saudi Foods Co. Ltd.
“The new technologies we have adopted for products such as “Awal Qatfa” have helped raise industry standards throughout the Gulf. Our expansion strategy will broaden the regional reach of our world-class foodstuffs and reinforce our status as a major food and beverages player,” said Abdul Mohsin Abuharba, Head of Corporate Communications, PR & CSR, Al Rabie Saudi Foods Co. Ltd.
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