From Grass to Glass, Al Rawabi Way of Dairy Freshness

Al Rawabi is a fundamental part of everyday life for those residing in the UAE. Could you disclose the secret to its success?

Al Rawabi stands as one of the most renowned brands within the UAE, which is primarily attributed to the exceptional quality of our products. This superior quality distinguishes us from our competitors. Our production facilities are solely based in the UAE; our farm is situated adjacent to our processing plant, ensuring that milking and subsequent processing occur in close proximity. This setup enables us to deliver fresh products swiftly to the market. Therefore, our success can be largely credited to our commitment to quality and efficient distribution, ensuring products are available promptly and maintain minimal shelf life.

Given the time-sensitive nature of your products, how do you ensure their timely delivery?

Our robust distribution network, which includes approximately 300 vans, is pivotal in our operations across the UAE. Deliveries commence at 3:00 a.m., ensuring that our products are available in stores by the time they open. We are dedicated to stocking fresh products consistently, fulfilling the market’s demand for freshness whenever required.

In this sector, the health and hygiene of the animals are crucial. How do you manage these aspects?

Al Rawabi was the pioneering dairy company in the UAE, established 35 years ago with just 500 cows by Dr. Ahmed Al Tijani. Today, we manage nearly 20,000 cows across our farms, with expansion efforts ongoing. The hygiene of our facilities is paramount, as this directly impacts the quality of our products. We maintain transparency by welcoming visitors to our farm, which fosters trust and provides consumers with insights into our process. Due to COVID, some restrictions were implemented, but we plan to reopen for visitors soon. Our proximity to the market, about 15 to 20 kilometers, allows for swift transition from milking at our farm to product availability in the market.

Are there any upcoming developments at Al Rawabi that we should anticipate?

At Al Rawabi, we consistently focus on health-conscious and functional products. We were the first to introduce vitamin C enriched products in response to the COVID-19 pandemic. Our Nutree Boost line is specifically designed for individuals who forgo a traditional breakfast, providing essential nutrients in a convenient 200-milliliter serving. We are committed to addressing the health concerns of our customers by continually introducing innovative products tailored to their needs.