The firm, formally known as Emirates National Poultry Company, will use its new Liwa farm as a hub for community farmers, where they will be trained in Al Rawdah’s requirements for poultry rearing. Farmers will then rear chickens to 30 days of age, before transporting them to Al Rawdah for slaughter.
“The idea behind contract growing is to engage with small farmers to produce high quality produce, train them in the latest global standards for raising poultry, and help them earn revenue while benefitting from skills transfer. At the same time, the initiative will help Al Rawdah secure a supply of high quality poultry raised to our international standards and work towards food security in the UAE,” said Abdulla Al Qubaisi, vice chairman of Al Rawdah.
Growing market share
Al Rawdah is aiming to increase its 35% share of the UAE poultry market, as well as expand its sales of frozen chicken products throughout the GCC. The firm is also now exporting its products to the Levant, and is planning to enter a number of African markets in the near future.
“’Excellence in quality’ is our key mantra and foremost objective. Al Rawdah has invested heavily in superb modern and hygienic facilities and processes. Our mission is simple: we are committed to provide our customers the highest quality of poultry products through cutting edge hygienic production consistent with 100% Halal practices, to promote self-sufficiency in the field of poultry produce in the UAE,” said Abdulla Al Owais, chairman of Al Rawdah.
Production up 525%
Currently the firm has the capacity to produce 40,000kg of poultry meat per day, and processes around 8,000 chickens per hour. Al Rawdah said its production capacity had grown 525% over the past 10 years, from 160 tonnes of poultry meat a month in 2004, to 1,000 tonnes a month now.
Its revenues have also seen a significant increase over the same period – although not in line with its growth in production. This year Al Rawdah expects revenues of US$47.7m, up 5% from 2013, and an increase of 184% from its 2004 turnover of US$16.8m.
The company said its planned production increases would not effect its commitment to quality. All of the firm’s poultry is certified Halal, and its chickens are reared without the use of antibiotics or growth hormones.
“We promise our customers excellent quality, fresh chicken, straight from our farms. And we ensure that our poultry is given the very best living conditions for peak health. We are regularly visited by animal welfare organisations, who come away impressed with Al Rawdah’s commitment to animal welfare,” said Dr El Rashid Dafalla Mohamed, general manager of Al Rawdah.