Paul Farhat, head of foodservice, Emirates Modern Poultry (Al Rawdah)
Why is it important that you support the Caterer Middle East: Food & Business Conference?
This is a great means for us as a relatively new player in the food service sector to broaden our competitive edge by making Al Rawdah Food Service image resonate to our target market. It is also important for us to improve our credibility by supporting events that our target market finds attractive while leveraging the already strong brand awareness Al Rawdah is enjoying in the retail sector. Moreover, since supporting similar events nowadays is considered one of the most effective tools of marketing that transcends cultural and language barriers, our focus is to make this a success and further emphasise the importance of local fresh produce as an inevitable alternative as far as chefs are concerned.
What do you think are the main challenges facing UAE food & beverages Professionals in 2016?
The UAE food & beverage market is growing in size as well as sophistication. This being said, F&B professionals are faced with increasing challenges while striving to keep their cost under control at no compromise to quality. Tapping into new markets, staying ahead of the growing competition, as well as looking into newly emerging trends are all factors that are becoming part of an F&B professional’s daily routine. While most published reports are usually focused on figures, I see the challenge in 2016 to be more intangible & strategic that requires every professional to make it their mission to stand out and differentiate themselves, especially as we head towards the highly anticipated 2020; until then I believe it’s going to be a survival of the fittest environment where creativity & proper market awareness will play a big role. As a local producer, we have started to feel the influx in response to the above strategic thinking as most chefs are choosing a more sustainable & reliable sourcing of their quality products.
| Advertisement |
What most excites you about the UAE F&B industry in 2016?
As one of the biggest poultry producers in the UAE, we are extremely excited about Al Rawdah Food Service potential in 2016 and very thrilled with the growth rate the market is anticipated to achieve as this will reflect growth in top line figures. Apart from the realistic nature of business, we are most excited to see the industry being steered to higher standards as the bar is being raised by operators & government alike, the thing that reflects better controls & make us and all those who share our vision have a sense of belonging and further push forward to refine the finished products we all enjoy having whether at a hotel, restaurant or food truck.
What are the latest product launches from your company?
• Al Rawdah is the first poultry producer awarded the official UAE HALAL seal by ESMA and we have been awarded the Emirates Quality Mark seal after a rigorous audit process
• The expansion of our processing facility brings us to commission and finalise the installation of new machinery that will get us launching a new products
• Our new farm being built at Liwa is set to double our production capacity - the project is on schedule and will start operations by the end of 2016
• Since its launch in mid-2014, Al Rawdah Food Service is now supplying a number of renowned food service institutions within the UAE and recently added Emirates Flight Catering, & Atlantis the Palm to its customer portfolio.
• The dedicated Food Service team is now one member stronger with the recent appointment of Bir Thapa in the position of sales executive. Thapa comes from an extensive hospitality background with full understanding of culinary professionals’ needs.
Continues on next page...
Search our database of more than 2,700 industry companies
