Al Rabie Saudi Foods Co Ltd., a leading producer of dairy products and juices in Saudi Arabia and one of the largest juice manufacturers in the Middle East, held its annual corporate meeting in Riyadh.

The 2008 operations were reviewed at the meeting. Officials also set directions for the coming year and reiterated its corporate mission of ‘health for all.’

Led by general manager Munther Bin Trad Al Harithi, the meeting unveiled the new 2009 budget and initiated the development of plans and fresh strategies for further enhancing the company’s image and sales in both the domestic and regional markets, said an official spokesman.

Al Rabie directors of departments and branches discussed operational and organisational obstacles faced in 2008 and measures to avoid them in future; methods for improving customer relations; and ways to leverage KSA’s influential 70 per cent share of the Gulf food and beverages sector.

“Our prime position in the Arab market is anchored on our commitment to providing high-quality and healthy products to our customers. As long as we keep sight of this mission, then 2009 will bring us the same levels of success we have been enjoying in the previous years. At the same time, we must not remain complacent and instead continue  developing techniques and technologies in the same manner which has made us a pioneer and leader in the KSA’s booming food and beverage sector,” said Al Harithi. 

Healthy beverages, especially 100 per cent juices, have become popular in the Middle East due to an increasingly younger population, strong demand for a wider variety of drinks and a regional trend towards healthier living.

Al Rabie was one of three local juice manufacturers that accounted for 46 per cent of retail volume sales in the 100 per cent juice category in 2007. The company launched an expansion programme in 2008 aimed at enhancing its local and export markets via strategic investments boosting distribution, particularly into non-traditional channels.

Al Rabie 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. – TradeArabia News Service