Al Rabie Saudi Foods Company, one of the largest juice manufacturers in the region, has announced a strategic marketing and budget plan that will bolster sales at its annual corporate meeting.

The move complements a recent BMI industry report forecasting the Saudi fruit juice segment to grow by 25 per cent or SR13 billion ($3.47 billion) by 2014.

The highlights of the meeting were the unveiling of the annual budget for 2010 and the announcement of the company’s new marketing and promotional plans and strategies, which have been conceptualized to increase sales in the local, regional and international markets.

“Going forward we are implementing a multi-pronged approach for 2010 that aims to develop techniques, invest in cutting-edge technologies and adopt best industry practices for our operations. We also plan to launch more Corporate Social Responsibility (CSR) initiatives and increase our participation in health conferences and exhibitions,” stated CEO Monther Al Harthi.

Al Rabie Saudi Foods was established in 1980 and has emerged as a pioneering producer of dairy products, juices and ice cream. Its core businesses include juices, nectars and dairy products.-TradeArabia News Service