MLBA13: February / March 2010

 

 

 

 

Radwa Food Production Company traces its beginnings in 1981 when Dr Abdulhaldi Taher established the company, bringing to life his vision of a sustainable local provider of superior quality food products in Saudi Arabia. Since then, Radwa prides itself on staying at the forefront of chicken rearing, production and distribution - and is acknowledged as the leading provider of premium chicken products in the kingdom.

 

Radwa CEO and COO Dr Johnie Scott, who joined Radwa around two years ago, did not only make this vision more tangible across the Middle East but he made the company more attentive to other growing markets. "Right now, we are strictly a broiler producer, and though we have the intention to expand into commercial egg production, Radwa is all about the premium market. This is actually a very good market - but also restricted Radwa's growth because there's only small market segment that's premium and it's special group of people that wants this."

 

To reach out to a bigger scope of clients, Radwa recently created two brands: Saria and Sanabel. Saria is the commodity brand equivalent of Radwa introduced around two years ago while the Sanabel brand offers the ready-to-eat products, introduced just around seven months ago.

 

Dr Scott explains that, "when you have a house of chickens; it's a bell curve. You have the highest quality chicken; you also have some chickens that are lighter weights; you have some bigger weights. Saudis don't like the bigger weights - so Saria will take the lower premium chicken and we market it for sale. We call it the commodity brand and it's intended to be very price competitive."