BRF, Brazil, launched OneFoods, a Dubai-based subsidiary dedicated to the halal market, which previously was called Sadia Halal.
“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,” says Pedro Faria, global CEO.
OneFoods has a market share of approximately 45% in chicken products in Saudi Arabia, United Arab Emirates, Kuwait, Qatar and Oman, which are markets in which it operates with own distribution and a broad product portfolio. The products are sold under market-leading brands, including 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. We’re talking about a relationship of over 40 years, given that the first container of Sadia products arrived in the region in the 1970s," says Faria.
With registered office in Dubai, United Arab Emirates, OneFoods has around 15,000 employees and a fully integrated production chain. Products are supplied by 10 plants, eight of which are located in Brazil, one in the United Arab Emirates and one in Malaysia, all of which hold the required halal certifications.
"The subsidiary's operations are fully integrated, which gives OneFoods a unique position in terms of production costs compared to its competitors," said Faria.
Patricio Rohner, BRF general manager in the Middle East and North Africa, will be the leader of OneFoods.
"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," says Rohner.