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January 5, 2017
2 Min Read
OneFoods, a new halal-focused subsidiary of BRF S.A., holds a large market share of poultry in the Middle East. Image courtesy of the United Soybean Board
Brazilian food company BRF S.A. launched OneFoods, a new Dubai-headquartered subsidiary, in a move to provide halal animal protein to an estimated market of 1.8 billion people in the Middle East, a press release announced Wednesday. Formerly known as Sadia Halal, OneFoods holds a 45% market share of chicken products in Saudi Arabia, United Arab Emirates, Kuwait, Qatar, and Oman, according to BRF.
“By creating a local company to consolidate our operations in Islamic markets, we moved further up the production chain to get closer to our consumers, which should support the accelerated growth of OneFoods,” BRF Global Chief Executive Officer Petro Faria said in a statement.
BRF said the Sadia brand is well-known throughought the Middle East.
“If you ask which is number one halal food brand in the Middle East, the answer is Sadia. This is a fantastic asset that shows how close we are to consumers and just how confident they are in the quality and origin of our products,” said Feria. “We’re talking about a relationship of over 40 years, given that the first container of Sadia products arrived in the region in the 1970’s.”
OneFoods’ products will be supplied by 10 halal-certified plants – eight in Brazil, one in United Arab Emirates, and one in Malaysia.
“The subsidiary’s operations are fully integrated, which gives OneFoods a unique position in terms of production costs compared to its competitors,” Feria said.
The new firm will be led by Patrico Rohner, BRF general manager in the Middle East and North Africa, who has lived in the region for more than 15 years.
“OneFoods already operates in more than 40 countries in the Middle East, North Africa, Europe, and Asia. Its goal is to accelerate the transition process and forge closer relationships with consumers in all its markets, by replicating the leadership it has attained in the Middle East through its brands, distribution, integrated chain, low costs, and high-quality and innovative products,” said Rohner in a statement.
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