Al Rawabi Dairy Company has announced it is the largest producer of fresh milk in the UAE at more than 100 tonnes daily, citing what it says was an independent audit that put it past its closest rival with 32.3 per cent market share in the UAE. The company also projected a market share increase to 40 per cent before the end of 2002 and unveiled plans for a new dairy-processing unit.

"The introduction of state-of-the-art technology, the most stringent quality control measures that include a Dh1 million quality control laboratory, diversification of the product line, continuous expansion and re-investment are some of the most crucial factors that have brought Al Rawabi to its number one position," said Ahmad Mohammed Bakhit Khalfan, deputy chairman of Rawabi Al Emarat, the holding organisation for Al Rawabi Dairy Company.

The company commenced operations in 1990 with an investment capital of Dh35 million which has since increased to Dh90 million. In the inaugural year, the company had a herd of 1,000 Friesian Holstein cows from Holland. In 2002, the herd size increased to 4,000. From 8,024 tonnes of fresh milk and fresh milk products in the first year, its output has grown to 25,491 tonnes and is expected to touch 30,878 tonnes by the end of this year. Ahmad Mohammed described Al Rawabi's emergence on the UAE's dairy scene as the beginning of a revolution in the sector.

The product range includes fresh milk (full cream, half cream, double cream), low-fat milk, skimmed milk, flavoured milk, laban, yogurt (full fat, low fat, fruit), 'ghista', 'labneh', butter and 15 different types of cheese. Also produced are fresh fruit juices in orange, mango, orange-carrot and cocktail

Current expansion plans include a total investment of Dh35 million in a new state-of-the-art dairy processing unit that will be double the present size, expansion of the dairy farm to raise milk production levels by 35 per cent and an increase in the distribution fleet to more than 100 vans.

Commenting on the company's other achievements, general manager Dr Ahmed El Tigani said Al Rawabi became the first dairy company in the region to achieve the ISO 9002 certification in 1996.

"Achieving this certification for a dairy company where quality, hygiene, production and other standards have to be of an extremely high standard is not easy. Everything has to be absolutely scrupulous and meticulous ... as you can well understand, there can be no compromise on quality ... and we are proud to state that Al Rawabi has never faced any problems on that score."

El Tigani said it took just two minutes for the fresh milk to reach the processing plant as a result of which there was very minimal bacterial count.

"Because of this Al Rawabi milk is pasteurised at very low temperatures, which in turn preserves the nutritional content that can otherwise be destroyed if the milk is pasteurised at very high temperatures."

The company was also the first to use plastic packaging for fresh milk and to introduce a range of fresh, pasteurised juices amounting to more than 50 tonnes daily. Another first was to offer a toll-free customer line that provided invaluable consumer feedback.

Al Rawabi's export markets include the GCC states of Oman, Qatar, Kuwait and Saudi Arabia.

"Our export thrust began as early as 1992 with Oman being our first market outside of the UAE," said Robinder Singh, group sales and marketing manager, Al Rawabi Emarat.

"What has also contributed to Al Rawabi's success is the continuous expansion of our product lines to meet rising customer expectations. Consumer feedback from our toll-free line and other communication channels is extremely useful in helping us formulate our future strategies. At Al Rawabi we believe that a successful operation is one which constantly adapts, changes and improves to ensure an ever-widening customer base that is satisfied and, therefore, keeps coming back for more."

New Al Rawabi product lines include the one-gallon milk bottle packaged specifically for large families, the 2kg yoghurt container, fruit yoghurt and juice laban amongst others. A slight change in the packaging of the half-litre milk container to include a handle yielded a 20 per cent growth year on year, according to the company.