Dubai based Al Rawdah (Emirates Modern Poultry Co.) has joined the line-up of sponsors at this year’s Big F&B Forum taking place on September 20, 2016 at The Westin, Mina Seyahi Beach Resort & Marina, Dubai as the official breakfast sponsor.
Food produced by Al Rawdah will be served at breakfast at the one day event which is expected to attract more than 150 chefs, F&B managers and restaurant owners.
Paul Farhat, head of food service explains why the company will be supporting the event.
Why have you chosen to support BNC Publishing’s Big F&B forum?
In partnership with Catering News Middle East we find this an extremely beneficial opportunity as it ticks all of our boxes. The Big F&B Forum is a great way for us, as a relatively new player in the food service sector to broaden our prospects by showcasing Al Rawdah Food Service’s to our target market. It is also important for us to improve credibility by supporting events that our target market finds attractive whilst everaging the already strong brand Al Rawdah is enjoying in the retail sector.
What is your opinion of the Middle East’s F&B landscape?
I am extremely excited about Al Rawdah Food Service’s potential for the coming years, and thrilled with the growth rate seen in the local and regional market. I am sure that in tandem with the region’s growth we will continue to excel. Apart from the realistic nature of business, we are most excited to see the industry leaning towards higher standards by operators and government bodies alike. This being said, F&B professionals are facing increasing challenges whilst striving to keep their costs under control without compromising 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.
What new announcements should we know about?
Al Rawdah is the first poultry producer to be awarded with the official UAE HALAL seal by ESMA; moreover, we have also been awarded the Emirates Quality Mark seal after a rigorous audit process. We also recently received the “Green Era” award which is a global award for sustainability and environmentally friendly companies. Other news includes the expansion of our processing facility as we finalise the installation of new machinery that will see us launching new products during the upcoming 2017 Gulfood exhibition. Our new farms are being built at Liwa and is set to double our production capacity; the project is on schedule and will start operations by 2016 end. 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, IMG Theme parks to its already prestigious customer portfolio.
What are your company’s plans for the next 12 months?
We are constantly taking launching new initiatives to maintain our brand’s promise and level of service that our customers expect from us. This is an on-going part of every plan we devise and that includes finalising the operation of our new farm in Liwa, as well as optimising our product portfolio to fit the growing demands and tastes of our customers. With that in mind, we also know how important our people are, and for that reason, we are also optimising our KPIs to create a clear career path and strengthen performance.
Contact details: Paul Farhat, head of food service