Al Rabie Saudi Foods Co. Ltd., a leading producer of dairy products and juices in the Kingdom of Saudi Arabia (KSA) and one of the largest juice manufacturers in the Middle East, has announced the implementation of a strategic marketing and budget plan that will bolster the company’s sales and further expand its presence in the local, regional and international markets, during the company’s annual corporate meeting in Riyadh, KSA. The move complements a recent BMI industry report forecasting the KSA fruit juice segment to grow by 25 per cent or SAR 13 billion (USD 3.47 billion) by 2014.
The annual meeting was presided over by company CEO Monther Al Harthi and was attended by the company’s directors, department heads and representatives from the various branches in the KSA and the Middle East region. The highlights of the meeting were the unveiling of the annual budget for 2010 and the announcement of the company’s new marketing and promotional plans and strategies, which have been conceptualized to increase sales in the local, regional and international markets. The meeting also featured a discussion and review on operational and organizational obstacles that the company faced in the previous year and the measures adopted to avoid similar hurdles in the future. Another key issue that was addressed during the meeting was the improvement of customer relations and the implementation of a more customer-centric approach for target consumers from all social segments.
Monther Al Harthi said, “2009 was a vibrant year marked with the company’s ability to overcome challenges and meet the goals that we had earlier set. Going forward we are implementing a multi-pronged approach for 2010 that aims to develop techniques, invest in cutting-edge technologies and adopt best industry practices for our operations. We also plan to launch more Corporate Social Responsibility (CSR) initiatives and increase our participation in health conferences and exhibitions held across the region—giving us the opportunity to promote more awareness on the importance of living a healthy life through the practice of a healthy lifestyle and a balanced diet.”
Abdulmohsin AbuHarba, Public Relations Manager, Al Rabie, said, “Al Rabie remains steadfast in its commitment to continue providing cooperation and support to concerned agencies and organizations in the public health and food sector. Our aim is to be able to focus on the industry’s key issues and help develop solutions and alternatives for it. We are confident that 2010 will continue to give us the same level of success that we have enjoyed in the previous years.”
Al Rabie Saudi Foods Co. Ltd. was established in 1980 and has emerged as a pioneering producer of dairy products, juices and ice cream in the KSA. Its core businesses include juices, nectars, and dairy products.
