October 3, 2003

 

 

Arab Poultry Brand To Penetrate African Market

 

Al-Watania Poultry ¨C the largest poultry project in the Middle East and one of the largest of its kind in the world- announced that its volume of exports to Sudan has tripled from 20 to 60 metric tonnes of frozen chicken per month, after its entry in March 2003.

 

Mr. Khaled Al-Rajhi, General Manager of Al-Watania Poultry says: 'The initial response to our products in Sudan has been very encouraging. Besides being the gateway to Africa, Sudan is an extremely promising market with a population in excess of 28 million. We are currently monitoring this market very closely, and are planning to hit the 120 metric ton mark very soon' The company is now looking at expanding in new markets  such as in Asia, Africa and Europe.'

As the first poultry company in the Middle East to receive the ISO 9002 certification, Al-Watania stresses that much emphasis has been placed on quality control and strict observance if Islamic dietary requirements.  All its products are guaranteed fully 'Halal': 'When talking about 'Halal' food, it is vital for Muslims to take into consideration the quality of the feed and not just the way chicken are slaughtered', explains Al Rajhi.

The company has also invested heavily in rebuilding its production plant in Al Qassim area into a fully integrated poultry production facility that uses state-of-the-art technologies. As the only local frozen poultry brand in the region, these facilities run the gamut from slaughtering, cleaning and packaging to even the production of chicken feed, which Al-Rajhi says is 100 per cent healthy, natural, 'halal' and meets all requirements of Islamic law. 

In addition to frozen and chilled chicken in various weights, Al-Watania offers a wide array of chicken products and derivatives that include: table eggs, chicken burgers, chicken franks, breaded chicken breasts, mince, and nuggets.