Al Rawdah Poultry, a subsidiary of Emirates Rawabi Group, has been awarded the Superbrand status for 2013, the global brand recognition administered by the Superbrands Council.

The Superbrands Council includes top industry leaders such as Sheikha Lubna Bint Khalid Al Qasimi, Minister of Foreign Trade; Colm McLoughlin, managing director of Dubai Duty Free; and Laila Suhail, CEO of Dubai Shopping Festival.

Mike English, director of Superbrands Middle East, said: “Al Rawdah is a dynamic brand that has consistently been at the cutting-edge of the industry since its inception. It embraces everything essential to a successful brand and is a true pioneering spirit in its market.  The iconic status Al Rawdah has achieved continues to go from strength to strength, and remains a dominant brand in the UAE despite the unprecedented levels of competition.”

Through meticulous research and surveys conducted by an independent research firm and through in-depth insights and reviews made by key industry figures, brands are awarded with the Superbrand status based on market dominance, quality, customer loyalty, accounting practices, trust, longevity, overall market acceptance, and goodwill.

“Achieving the Superbrands status highly cements Al Rawdah’s commitment to excellence in quality. We are very determined to enhance our products and service towards our customers, and strengthen our market presence in the region to continue delivering delicious chicken products,” said Jeanette Kristensen Alhaider, general manager, sales and marketing, Emirates Modern Poultry Company.

Al Rawdah was selected as one of the strongest brands by the Superbrands council out of 1,280 total nominated brands, of which, only 55 made it to Superbrand status, the statement said.

The company has been awarded with the status for exhibiting exceptional customer loyalty.  Committed not only in producing high-quality food but also in providing for the well-being of its chickens and its consumers, Al Rawdah gives its poultry 100 per cent natural feed, allows the chickens to live cage-free, and doesn’t give growth hormones or antibiotics, it said.

The company has been certified as complying with the standards of ISO 14001:2004 (environmental management) and ISO 22000:2005 (food safety). It has also received certification from the HACCP (hazard analysis & critical control points).

Currently the largest producer of fresh chicken and processed meat products in the UAE, Al Rawdah Poultry prides itself of a wide range of products made from fresh chicken.

Besides its fresh range, Al Rawdah offers value-added products such as chicken burgers, chicken nuggets, chicken meatballs, chicken drumsticks, chicken popcorn, breaded chicken fillet, chicken tender fingers, chicken franks and chicken mortadella. – TradeArabia News Service