JRD INTERNATIONAL JRD
9001:2015 for Quality Management, ISO 14001:2015 for Environmental Management, ISO 22000:2005 for Food Safety Management, and OHSAS 18001:2007 for Occupational Health and Safety and HACCP.
In 2011 it was recognised with the Best Environmental Practice Award by the UAE government and also named Brand of the Year by Superbrands UAE, a feat it repeated in 2016, 2017 and 2018. Another recent award came in the form of a SIAL Innovation award for the Nutreee Boost flavoured milk range.
Meeting challenges with innovation
This comprehensive portfolio and equally vast series of awards and recognitions has not emerged without Al Rawabi facing challenges.
In his CEO’S message, company boss Dr Ahmed El Tigani says: “Throughout our journey, we faced many challenges which we never gave up to, instead we stood up and innovated solutions, we moved stronger on in our journey to success, and we stood proud on our achievements.
“The challenges pushed us to innovate so we introduced the plastic bottles as the first UAE company to do this, which in turn gained us seven percent of the dairy market share, and after that the introduction of the juices section helped score profits that balanced the losses made in the dairy…
“Innovation and finding new ways to answer consumer needs are the biggest success factor in the industry, as you have to keep track with the ever rapid changes. The tempo of life is changing, people have less time, but want to look younger, live longer, be more productive. We are investing a lot of money in the research, and we call in the best experts to support us developing the best products and answer the needs of the market.”
is a leading, progressive and innovative industrial group with a Dare-to- Dream philosophy from Dubai, UAE.
The company is aspiring to become a global player with an expansive footprint around the world and has launched RMD Board to help it realise that ambition.
Based from its site at Jebel Ali Free Zone, the new division specialises in next generation building materials for construction, interior design, automobile, marine, advertising and many other purposes.
At the centre of the brand is a game- changing plastics composite, a “material of the future” specifically engineered to deliver high quality alongside sustainability and cost-effectiveness.
The single most versatile material in its class, these modular, multilayer boards based on polypropylene boast unparalleled mechanical, chemical, thermal, acoustic and fire-retardant properties delivered in a dazzling array of design options for a range of industrial applications.
And the greatest triumph of this technology – it’s long-lasting life-cycle, resilience and re-usability.
Addressing the global concern for sustainable development by becoming an ideal alternative to wood and other over-exploited forest wealth resources.
Through strategic tie-ups and European technologies, quality control processes ensure Xxxxxxxx minimum xxxxxxxx xxxxxxxxxxx wastage and xxxxxxxxx optimum energy efficiency during manufacturing – thereby helping to reduce the industry’s carbon footprint
With RMD Boards, the future is shaping up to be a vibrant shade of green.
Indeed, it is the CEO’S ambition for the company to be present in all GCC nations by 2020.
Contented cattle
This growth has and will continue to be achieved with the welfare of cows at heart, with Al Rawabi placing a strong emphasis on how it looks after its animals.
In 2016, the UAE government introduced strict animal welfare regulations, breaches of which resulting in hefty fines and even prison sentences. Al Rawabi is a flagbearer for these standards, certified by Dubai Municipality for ‘Excellence in Animal Welfare’.
Much of this fulfilment of care is enabled by technology.
A unique element of this is Al Rawabi’s automated cooling system designed to protect its cows from the intense desert heat and sunlight. This switches on as soon as temperatures
exceed
21 degrees Celsius. The company also has a water- cooling system which sprays water at 18-20 degrees Celsius, enhancing the cooling effect and helping to increase herd happiness and thus output of milk.
Further, the sheds are designed to reduce direct sunlight and are further equipped with advanced roofing, clean bedding, fresh drinking water and 24-seven monitoring by a health team of 17 expert vets and nutritionists.
The cows are also fed the right quantity of food thanks to a smart dairy and Wi-fi powered feeding system which monitors consumption.
2020 vision
Another key element of Dr Ahmed El Tigani’s future ambition, as stated in his CEO’S message, is to not only enter every GCC market but also build into North Overseas Africa. projects are particularly popular
“Today, close to 30 years of our
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presence, we envision to go bigger and become a MENA brand by 2020, beyond just a dairy farm to a food company with multiple product portfolios in countries in the region,” his message states.
“Our tagline is Nation’s Health, and we believe by offering high quality products that help with the rising deficiencies in the region we can contribute to people having a healthy and a happy lifestyle, which in return makes them productive members of the society.”
Al Rawabi, in targeting Africa, is tapping into a potentially huge market.
The combined Middle East and Africa market bought more than seven billion kilos of dairy in 2017, and by 2023 it is forecast to be worth $21.7 billion.
If Al Rawabi succeeds in its 2020 vision, it looks very well positioned to enjoy a prosperous future and contribute to the better health of millions of consumers.