Emirates Rawabi stands out as one of the most diverse integrated agri-food groups in the United Arab Emirates (UAE), encompassing a wide range of sectors such as dairy, poultry, juice, and feed production. Under the leadership of Group CEO Mazen Al Refae, the company focuses on driving innovation to secure food sustainability while simultaneously remaining competitive on a commercial level.
Commitment to Food Security
Mazen Al Refae emphasizes that achieving food security in the UAE requires more than isolated initiatives or strategic stock management. It necessitates a robust local ecosystem that spans diverse areas such as feed production, farming, technology, and logistics. This holistic approach not only ensures reliable food sources but also fosters strong consumer brands, crucial for maintaining a stable food supply chain. The group’s mission is to deliver safe and nutritious products while investing in future infrastructure and technologies, ultimately shaping the future of food in the region.
Holistic Integrated Operations
Headquartered in Dubai, Emirates Rawabi has a well-structured operational framework that integrates various agricultural sectors. The group’s origins lie in the merger of Al Rawabi Dairy and Emirates Modern Poultry Company, alongside Green Fields for Feed Industries. This combination has enabled Emirates Rawabi to develop a comprehensive farm-to-fork distribution model that includes leading brands like Al Rawabi for dairy and juice, Al Rawdah for poultry, and Green Fields for animal feed.
Al Refae highlights the significance of this vertically integrated model, stating it allows for better control over quality and traceability. By overseeing every step—from feed production to consumer delivery—the company can respond proactively to market disruptions and changing consumer demands. This strategic integration serves as a differentiator in a highly competitive market.
Future-Ready Initiatives
As Emirates Rawabi looks ahead, the organization aims to position itself as a leader in the regional agribusiness sector. The company is actively enhancing its local production capabilities, notably through investments in its new dairy farm in Abu Dhabi. This farm is designed to bolster local milk output and ensure resilience against external supply chain challenges. Similarly, the expansion of poultry operations aims to increase the local availability of hatching eggs, thereby reducing reliance on imports.
Digital transformation is another critical focus area. Emirates Rawabi is implementing SAP S/4HANA to provide an integrated digital framework that enhances planning, procurement, and logistics. This technological upgrade not only facilitates better decision-making but also prepares the organization for future challenges through advanced analytics and the responsible application of artificial intelligence.
Strengthening Community and Sustainability
In its quest for operational excellence, Emirates Rawabi remains committed to sustainable practices. The group emphasizes that growth should not solely focus on profitability but also include building stronger communities and supporting national objectives like food security. Al Refae asserts that “the most important point is that food security is ultimately built through people.” This community-centered approach is rooted in developing local capabilities, fostering job growth, and ensuring that the attributes of UAE food production are well-represented in both regional and international markets.
In summary, Emirates Rawabi’s unique integration of operations, strong local focus, and commitment to sustainability position it as a key player in the UAE’s food ecosystem. With a clear vision for growth and innovation, the company is prepared to meet the changing needs of the market while contributing meaningfully to national food security and economic resilience.