Latest news with #AlRawabi
Khaleej Times
3 days ago
- Business
- Khaleej Times
From farm to family: The fresh promise of Al Rawabi Dairy
For over 35 years, Al Rawabi has been a household name across the UAE and Oman, delivering not just dairy products, but a promise of health, quality and sustainability. Headquartered in Dubai, Al Rawabi Dairy has consistently set the benchmark for freshness and innovation in the region's dairy industry. With the slogan 'The Nation's Health,' the company takes pride in its role as a key contributor to the well-being of millions. Al Rawabi stands out as the only dairy company headquartered in Dubai with production and processing facilities located less than 200m apart. This close proximity ensures that fresh milk is delivered to supermarket shelves in less than 12 hours from the time it's collected. 'Locally produced in Dubai, UAE' isn't just a label, it's a promise of freshness, and accountability. Serving over a million consumers daily and supplying more than 14,000 stores, Al Rawabi's impact is both broad and deep. Its farm, home to over 16,500 cows, is a model of modern, ethical farming, prioritising animal welfare, environmental responsibility, and nutritional quality. The freshness factor At Al Rawabi, freshness begins at the source. The cows are nurtured with a diet rich in natural, nutrient-packed fodder, ensuring their health and happiness. This mindful care translates into milk that is not only fresh but also bursting with flavor and packed with nutrients. From the moment it is milked to the time it reaches your table, every step in the process is carefully orchestrated to preserve purity. Rich in calcium, protein, and essential vitamins, Al Rawabi milk supports strong bones, healthy muscles, and overall vitality. Each drop embodies a commitment to quality nutrition — an essential foundation for a healthier, more active lifestyle. Innovation that leads the industry Innovation is the heartbeat of Al Rawabi's strategy. The company invests heavily in research and development, working alongside more than 100 clinics and health specialists across the GCC. The goal? To develop functional dairy products that address regional health challenges, such as vitamin deficiencies and lifestyle-related diseases. From Nutree Boost, a laban-based meal replacement with oats, to the region's first ready-to-drink Matcha Latte, Al Rawabi is constantly redefining what dairy can do. Other standout products like Vitamin D Milk and Super Milk reflect the brand's dedication to targeted health solutions for families. Al Rawabi's commitment to sustainability is both deep and wide-ranging. The completion of its environmentally friendly biogas plant is a major milestone—making the farm the first self-contained dairy operation in the UAE. Waste is recycled into energy, and natural resources are used responsibly to minimise environmental impact. The cows graze on pesticide-free pastures, and every element of production is aligned with sustainable agricultural practices. From eco-friendly packaging to reduced carbon emissions, Al Rawabi ensures that the production of every bottle of milk supports a healthier planet as well as healthier people. Milk has long been a symbol of nourishment, comfort, and family traditions. Al Rawabi recognises this cultural heritage and integrates it with modern innovation to offer products that respect the past while meeting the demands of contemporary life. By delivering products that align with traditional values and modern needs, Al Rawabi nurtures a deep emotional connection with its consumers. It's more than just milk — it's a continuation of family rituals, a gesture of care, and a commitment to a healthier future. Al Rawabi's mission goes beyond producing dairy. It actively supports local communities through employment, outreach programmes, and sustainability initiatives. By creating jobs and investing in the well-being of its employees, Al Rawabi strengthens the social fabric of the communities it serves. The brand also promotes a health-first mindset through educational campaigns and partnerships with healthcare providers. By encouraging better nutrition and healthier lifestyle choices, Al Rawabi contributes to the long-term health of the population. Dedication to excellence Every step of Al Rawabi's process — from farm to packaging is governed by rigorous quality control protocols. The company's facilities are equipped with state-of-the-art technology that meets the highest international safety and hygiene standards. This ensures that every product reaching your table is safe, nutritious, and delicious. Al Rawabi's dedication to excellence is evident in every sip. Whether you're enjoying a glass of milk, preparing your child's breakfast, or reaching for a healthy midday refreshment, Al Rawabi is a name you can rely on.
Broadcast Pro
25-04-2025
- Entertainment
- Broadcast Pro
Transforming Arabic content: Studios, Producers and Regional Impact
With more demand for Arabic-language content, film production companies are ramping up investment and intensifying their content libraries. Blending culture and drama, tradition and modernity, these stories are increasingly drawing non-Arabic-speaking international viewers. Even as government and private sector collaborations become inevitable to strengthen the Arabic content scene, the region is rising to the challenge of developing strategies to craft compelling narratives. At the BroadcastPro Summit KSA in February, a trio of leaders from the Middle East's film and content production landscape discussed cross-border co-productions and partnerships, creating engaging content and more. The expert panel featured Ben Ross, CEO, Image Nation Abu Dhabi; Hana Al Omair, Creative Director, MBC Studios; and Hussein Fakhri, Chief Commercial Officer and Executive Producer, Katara Studios. Moderating the session was Tarek Matar, Partner, Strategy& Middle East. Navigating the scope and scale of Arabic content in the Middle East, particularly the GCC and Saudi Arabia, Tarek Matar explored regional potential and how homegrown stories could resonate on a global scale. Crafted as very localised productions, Squid Game from South Korea and La Casa de Papel from Spain had succeeded globally. He wanted to understand what tactics content producers could employ to replicate that kind of success for Arabic productions. With the AlRawabi School for Girls, Arabic content had travelled quite well, said Ben Ross of Image Nation.'I would say the Arab world has set the stage for good content already – Netflix's AlRawabi is the closest we have seen with successful content from the region. However, everything is developed to revolve around Ramadan. A lot of times, things are reverse-engineered based on a release date, which I understand is the economics of Ramadan. But we need to take time and not rush towards that deadline. It is often better to deliver something improved the following year than run something not good enough.' Often, a universal story is a universal story. Though there are genres typical to a region, narratives don't always demand a certain theme that allows them to travel. Stories that are not too dissimilar to other cultures resound with viewers. 'Different cultures dictate different ways of telling the same story. Local audiences are usually drawn to a certain storyline and that popularity makes it go global,' said Ross. 'What is important is staying true and being genuine, and if you're not, it will simply not sustain. Make for your local audience and if you do it right by them, then it can cross borders.' Focusing on the local aspect is key to getting content to travel. Being sincere to the audience ethos and culture, the dialect, how they dress, all play a decisive role in delivering something that will appeal. 'If you try to appeal to everyone, you will appeal to no one, risking alienation or not getting the right attention at the local stage, let alone the global stage,' agreed Matar. With the world such a small place right now, 'Global audiences will know if the local audience hasn't responded and they won't bother watching it no matter the concept or story,' added Ross. Content is distributed and disseminated differently these days. Linear TV and cinema blockbusters are rapidly moving to OTT platforms. Alongside is a hoard of short-form content created on YouTube and other social media platforms. From the production point of view, steering content that can work on different formats to achieve viewership becomes a huge task, particularly with the need to suit the fleeting mindset of a younger generation. 'As a platform, we concentrate on Shahid, but social media is very important right now,' said Hana Al Omair of MBC Studios. 'It helps us gauge a show's success through audience interaction. Social media is a key measurement of success – it influences both marketing and content creation, which in turn shapes the content itself. It guides us in deciding what to create and makes us more aware of our audience.' The Saudi market is at a nascent stage and promises to be upbeat. 'But being a young market means it is at the discovery and experimental stage of growth, of what will work and what won't. Even with content in Saudi, on Shahid we are exploring different genres, whether short-form or the miniseries or longer forms, and with every single experiment we are learning more about the needs of our audiences,' said Al Omair. In this respect, it is important that content producers, distributors and OTT platforms put into place systems and data analytics that measure and analyse audience data and preferences. This real-time input helps a fast feedback loop that can be adapted to improve targetability and personalisation of content. Big media hubs such as Neom and AlUla in Saudi Arabia, and others in Qatar and Abu Dhabi, have played a major role in stimulating content production while at the same time attracting global blockbusters to the region. In this support and collaboration between government entities and private sector players lies one of the ways to incentivise the industry. 'If we want to see a change in this industry, the private sector must come in at some stage, otherwise we are never going to see the growth that we should,' said Hussein Fakhri of Katara Studios. 'The incentives and the rebates are great, and Abu Dhabi has been the pioneer in that respect in the Gulf. But more needs to be done to motivate and entice the private sector. To do that, we need to show that there's a return on investment for this industry. 'Investors don't see a proper commercial viability for what we do and so getting investment in our industry is always a struggle. Governments must stimulate that first. Instead of doing an SAR 200m fund for content, they should do an SAR 100m fund and bring in the remaining 100m from the private sector and say, your capital is guaranteed. That is the future I see for a public-private collaboration.' The region is witnessing the start of that alliance, with some funds created in Saudi Arabia today that have a government or public entity contribution, as well as some fundraising from the private sector. As soon as those returns begin to materialise, the industry will get that 'hockey stick effect' in terms of private sector attraction and growth in the industry. Seeing the pace of advancement and the societal changes in the region means looking at narratives in a new light. The picture reveals an edging towards modernity, said Matar, especially on the larger canvas of cinema, as well as on visually attractive Netflix shows such as Dubai Bling. 'It is obviously working for them,' said Fakhri. 'It may not be my choice, but it's not a subjective view and the point here is about staying authentic to ourselves. We have a treasure trove of IP and stories in this part of the world, we are storytellers, it's in our DNA. And if we tell that authentically and properly, with the right production values, the right writing, the right development and you tick all the boxes, then by default it's going to do well and it will have the ability to travel. 'India is a great example of a huge industry that makes great content. They don't get involved in nudity or things that are against their culture. It's the same for us – we can tell stories that are representative of our culture, and those are the ones that will be successful.' If the hesitation to tell stories is lifted and those straps fall off, 'we are good to go', added Ross. The advent of gen AI has affected the wider content ecosystem by revolutionising the way content is produced, and the prospect of production and post-production taking place virtually. While certain aspects of production have seen a spike in AI-aided functions, the practicality of production is not in danger for the next 15 to 20 years, said Ross. 'We are not as close as it is made out to be. Studios in the USA, despite all their deep AI programmes, continue to buy into other studios or build new ones. As long as soundstages remain in demand, AI isn't a major threat to the industry. But if major players start shifting away from physical studio spaces, that would be a sign that AI-driven production is gaining ground.' From the production side, AI is a powerful tool in terms of getting things done faster or increasing volume but is not taking away fundamental production requirements for the immediate future. 'It is not going to generate content that is authentic,' said Al Omair. 'They are not going to replace the writer or the creative human force that is at work in the industry.' The big misconception that people have about AI videos on TikTok or Instagram is that they are 'instant and free', said Ross. 'Neither is true. You see the five-minute animation videos on TikTok and that's fantastic. And then the creator in the comments below will say it took him 5,000 hours … so a lot of work hours go into this. Will it be cheaper? Absolutely. But is it instant? No. It's going to be a long transition.' Specifically with authenticity, it is difficult to see now how AI can create narratives that stay true to local characteristics and contextualise them to a market or region. While true-to-life genre-centric stories are popular, one segment that sees a lot of traction in the region, particularly in Saudi, is anime. 'Anime is not a passing trend; it has its audience and is very appealing to the Saudi market,' said Al Omair. 'Social media is a key measurement of success – it influences both marketing and content creation, which in turn shapes the content itself' – Hana Al Omair, Creative Director, MBC Studios Growing up in the region with anime, a lot of people pass those interests down to their children, said Ross. 'Currently, we are working on an animation film called CatsAway and the organic thing to happen will be a fusion between anime-style animation and traditional-style animation.' Following shows such as Squid Game and La Casa de Papel, we still need more of a breakthrough than AlRawabi School for Girls, probably the most successful Arabic show to date, said Fakhri. 'We haven't reached that tipping point yet, and the race is now on across the region to be the first to get there.' Changes in consumption habits will possibly contribute to creating Arabic content that does not work around Ramadan. 'We've had Ramadan for the last 1,400 years, and I say this with the greatest of respect. We know it comes every year, and yet six months beforehand, we get a call to say we need to do a Ramadan campaign. We need to get out of that cycle, of the 30-episodes sort of thing,' said Fakhri. It is often challenging to change audience expectations when they are used to a certain genre each year. Also, standards for content differ between regional audiences. 'A lot of things are allowed to slide in Western content, such as not being authentic, suspension of disbelief, etc. But when it comes to local content, they are much less forgiving. They are drilled down on the literalness of what they see, and it's something we collectively must try to get people over,' said Ross. People expect a certain format each Ramadan, and when that cycle is broken they don't necessarily support it. As platforms change with shorter series, and are not designed to fit with Ramadan, fresher ideas and concepts will take shape and audiences will be retrained to accept newer formats. 'If we want to see a change in this industry, the private sector must come in at some stage; otherwise, we are never going to see the growth that we should' – Hussein Fakhri, Chief Commercial Officer and Executive Producer, Katara Studios 'The traditional 30-episode story was the heritage of TV. But it is changing and today we have interesting stories, successful miniseries that are made in 10 or 15 episodes or less and being very popular, and not made in a special way just to fit in Ramadan. Gradually, things will change,' said Al Omair. With exciting developments in narrative scale, format and platform adaptation, Arabic content creation looks set to surge ahead. Backed by the government, a driven private sector can boost the content scene, making it more creative, commercial and competitive while enriching the ecosystem and enhancing viewer engagement.
Khaleej Times
28-03-2025
- Health
- Khaleej Times
Al Rawabi Dairy Celebrating Eid with Freshness, Tradition, and Wellness
Locally produced in Dubai, UAE! High-quality Al Rawabi Dairy products and health have always been key pillars of Al Rawabi's strategy. With a tagline reading "The Nation's Health", the company is at the forefront of scientific research, cooperating with hundred clinics and specialists in GCC to better understand how to prevent the rise of diseases among the population through the development of healthier products which is the main mission of Al Rawabi, leading dairy company in the United Arab Emirates. Headquartered in Dubai, where it operates a farm featuring over 16,500 cows, Al Rawabi was established in 1989, serves more than one-million consumers living across the UAE and Oman, supplying over 16,000 stores every day. Our tagline is the "Nation's Health" - by offering high-quality products and with the highest levels of certification and a dedication to quality, we create wholesome products that contribute to the nation's well-being that help with the rising deficiencies in the region - is to contribute to people having a healthy and happy lifestyle, which - in return - makes them productive members of society. Our goal is simple: to help every household grow stronger, healthier, and more resilient. Al Rawabi Dairy products are easily recognisable as they bear the words - Locally produced in Dubai, UAE and innovation is at the heart of everything we do. Al Rawabi Fresh milk is full bodied & creamy, rich in taste and fresh delivered in less than 24 hours from local farm in Dubai to kitchen table. Innovation drives our commitment to enhancing health through functional products. Always at the forefront of new trends, we continuously develop innovative offerings tailored to modern lifestyles. Our Matcha Latte for instance combines the powerful antioxidants of matcha with essential nutrients and Nutree Boost is a refreshing and healthy-boosting beverage. Similarly, our Super Milk & Vitamin D Milk are designed to help combat common deficiencies in the region, supporting stronger bones, muscle growth, and overall vitality. Our mission is to empower families to lead healthier, more active lives. From the foundation, freshness takes center stage in Al Rawabi's production. The brand's commitment to delivering the freshest milk starts right at the source - their farms. Al Rawabi ensures that the cows graze on nutrient-rich pastures, providing them with a natural and wholesome diet. This attention to the cows' well-being translates into milk that is pure and highest quality. As the curtains rise on the nutritional benefits, Al Rawabi's fresh milk takes on the role of a virtuoso. Rich in calcium, protein, and essential vitamins, this dairy delight strikes a perfect chord for a healthy lifestyle. Calcium plays the role of a strong bass note, fortifying your bones and teeth, while protein performs a melodic solo, supporting muscle growth and repair. The vitamins present in Al Rawabi's fresh milk, contribute to overall well-being, boosting your health and promoting vitality. Al Rawabi has completed its plan to launch an environmentally friendly biogas plant. Environmental care, sustainability, recycling, and ecology are key milestones for Al Rawabi. As the UAE's first self-contained dairy farm, Al Rawabi lays the foundation for a sustainable future in the dairy industry because sustainability is at the heart of everything we do. We are deeply committed to protecting the environment, ensuring that our practices are eco-friendly and responsible. With a strong focus on ecology, recycling, and sustainability, we take every step to minimise our impact and contribute to a cleaner, greener UAE. By prioritising sustainable solutions, we aim to not only nourish the nation but also safeguard its future - because at Al Rawabi a healthier environment means a healthier community. Our mission goes beyond dairy and as one of the country's leading dairy and juice companies, we continue to promote a healthy lifestyle through our superior products that include dairy, bakery, meat, fresh juices and functional products. We are committed to ensuring that every member of the family, from the youngest to the oldest, receives the essential nutrition they need. By identifying potential nutritional deficiencies, we craft our products with care, precision, and a deep sense of responsibility. We are committed to the well-being of the nation, we believe that a healthy society is the foundation of a stronger, happier, and more resilient country. By prioritizing the freshest, highest-quality, and most nutritious foods, we strive to support the health and vitality of every family, ensuring a brighter future for all. As Eid Al Fitr approaches, Al Rawabi extends its warmest wishes to families across the region. This Eid, Al Rawabi Dairy Company invites you to share the joy of the season with your loved ones. As families come together to celebrate, our wide range of locally produced dairy, juice, meat and bakery products ensures that every special moment is accompanied by quality, taste, and nutrition. For 35 years, Al Rawabi has been dedicated to supporting the nation's health by providing fresh, high-quality products made right here in the UAE. From our farms to your table, we take pride in nourishing every family across the country, making every meal a source of both happiness and wellness. As a trusted part of every home, we remain committed to delivering wholesome goodness, ensuring that good health and great taste go hand in hand. From our family to yours, Eid Mubarak!
