Business Enquirer Magazine | Gulfood 2024 Special Edition

ANOTHER SHOW STOPPING YEAR FOR THE WORLD’S LARGEST F&B EXHIBITION

ANOTHER SHOW STOPPING YEAR FOR THE WORLD’S LARGEST F&B EXHIBITION

Now thought to be half way through Industry 4.0, most industries are seeking opportunities to utilise new technologies to grow their business whilst stabilising its sustainability strategies.

The food industry has and continues to go through change, as it answers the demands for sustainability, plant-based, and innovation. In 2024, it is estimated that the food market will amount to US$10.07tn, and is expected to grow annually by 6.53% to 2028. It is also seeing generalised growth of online sales, from 3.7% in 2023 to 4.3% in 2024, with a trajectory to 5.3% by 20271

With the constant evolution of the market sector, leaders seek the opportunity to learn from their peers and pioneering industry experts. And, they need look no further than Gulfood.

The Gold Standard Event

Hosted at the Dubai World Trade Centre from 19th-23rd February 2024, this year's Gulfood marks its biggest exhibition yet.

Considered the gold standard event for the global food and beverage industry, the show hosted a record 5,500+ exhibitors and visitors from over 190 countries, across 24 halls.

“International policymakers and F&B industry leaders have their sights firmly fixed on global food systems, and how they can be transformed to feed an ever-growing global population, while simultaneously building resilience and mitigating the impacts of climate change, to avoid future crises”, said Gulfood, “Innovations in ag-tech (a market set to almost double in size between now and 2030), the increasing use of AI in

food production, reducing food loss and waste (which currently accounts for over a third of global food production), publicprivate partnerships, and investment in alternative proteins such as cultured meat can all help reduce food deprivation and feed the world through to 2050 and beyond”.

Fully aware of the growing demands of development in the sector, the food and beverage exhibition offers delegates the opportunity to gain insight from some of the world’s leading food futurists into the global food industry’s next steps.

influence consumer behaviour, and shifting demographic patterns will create new centres of cultural power," said Tom Cheesewright, Applied Futurist and Inspire Conference Speaker at the exhibition2

A Full Spectrum Event

With its 2024 show marking 26 years of exhibiting thе bеѕt рrасtісеѕ іn саtеrіng аnd hоѕріtаlіtу, Gulfood has become known as the world’s biggest annual food and beverage event.

1 https://www.statista. com/outlook/cmo/food/ worldwide

"By accelerating innovation and speeding the spread of trends, technology has transformed the food market from end-to-end. The next decade will see this transformation continue. Technologies like AI will accelerate our understanding of human health, and

Gulfооd соvеrѕ thе еntіrе vаluе сhаіn, from fіnе fооdѕ, and fіѕh, meat, and dаіrу рrоduсtѕ, to kіtсhеn еquірmеnt, and the latest innovations. Whilst it is attended by industry stalwarts, it is also an opportunity for startups to learn from and network amongst the best.

This year’s exhibition was attended by a wide range of businesses including household name brands such as Activia, Aptamil, Starbucks, and Prime.

In addition to its extensive exhibitor list, the trade show also offered the opportunity to hear from industry experts during its Inspire conference. Amongst the notable speakers were government ministers, food furturists, scientists and sector CEOs.

Meanwhile, its Top Table sessions allowed delegates to learn from some of the industry's finest in masterclasses led by the likes of Chef Kitak Lee of Sushisamba and 3 Michelin star chef, Christian Le Squer, Executive Chef at Le Cinq.

Gulfood also hosts its own Innovation awards, this year heralding The Fine Cheese Co for both Best Snack/Best Baked Product and Best Packaging Design. Yook Production picked up Best Health and Wellness Product, whilst Argiolas Formaggi received the award for Best Heritage Food.

Gulfood For A Better Tomorrow

Recognising the environmental impact of the exhibition, Gulfood Forest is Gulfood’s global tree-planting campaign - a nature-based solution to its sustainability commitments.

With food systems responsible for around a quarter of the globe’s emissions3, Gulfood strives to play its part in the reduction of carbon emissions.

Thanks to this initiative, thousands of trees have been planted to date, across 5 countries: UAE, Uganda, Ecuador, Kenya and Indonesia.

2 https://www.gulfood.com/

3 https://ourworldindata.org/environmental-impacts-of-food#:~:text=used%20for%20agriculture.-,Food%20is%20responsible%20for%20one%2Dquarter%20of%20the%20world%27s%20emissions,of%20 global%20greenhouse%20gas%20emissions.&text=This%20includes%20emissions%20from%20land,transport%2C%20packaging%2C%20and%20retail.

Company Profile: I AM F&B Group, The Netherlands

Introduction: Based in the Netherlands, I AM F&B Group emerges as a vibrant and inventive entity in the food and beverage sector. Fueled by an unwavering passion for culinary excellence and customer satisfaction, we have cemented our status as a prominent player in the F&B industry. Our diverse range of brands and products caters to a broad spectrum of tastes and preferences, ensuring that every consumer finds resonance with our offerings.

Mission: At I AM F&B Group, our mission is both simple and profound: to exceed the expectations of our customers by delivering unparalleled food and beverage experiences. Through relentless innovation, we strive to create products that not only tantalize taste buds but also add joy to people’s lives, whether through a quick snack or a lavish meal shared with loved ones.

Vision: We envision ourselves as the foremost F&B company not just in the Netherlands but globally, celebrated for our exceptional quality, boundless creativity, and steadfast commitment to customer satisfaction. With an enduring dedication to expanding our product range and fostering innovation, we pledge to uphold the highest standards of quality and integrity in all our endeavors.

Core Values:

Quality: We are unwavering in our commitment to utilizing only the finest ingredients and maintaining the highest standards of quality across all aspects of our operations.

Innovation: Driven by creativity, we continuously strive to develop novel and exhilarating products that redefine traditional culinary experiences. Customer

Satisfaction: We prioritize the needs and desires of our customers, ensuring that every interaction with our products leaves them deeply satisfied and elated.

www.iamf-b.com

Sustainability: Guided by a sense of responsibility, we are steadfast in operating in an environmentally conscious manner, thereby minimizing our ecological footprint and contributing to a more sustainable future.

Integrity: We conduct our business affairs with unwavering honesty, transparency, and integrity, thereby fostering trust and credibility among our customers, partners, and stakeholders.

Portfolio: Our extensive portfolio comprises a wide array of brands and products meticulously crafted to cater to diverse tastes and preferences. From the bold flavors of Surinam-inspired sambals and chutneys under the I AM Superspicy label to the refreshing organic sodas free from added sugars and sweeteners within I AM Supersoda, each offering is crafted with meticulous care and innovative culinary techniques.

Community Engagement: Embracing the ethos of corporate social responsibility, we are fervent advocates of giving back to the communities that nurture us. Through various initiatives and partnerships, we actively support local charities, champion sustainable practices, and endeavor to enrich the societal fabric as a whole.

Conclusion: In conclusion, I AM F&B Group epitomizes dynamism and innovation in the food and beverage landscape, dedicated to providing our customers with unparalleled products and experiences. With an unwavering commitment to quality, innovation, and customer satisfaction, we proudly stand as leaders in the F&B industry, both domestically in the Netherlands and globally across 30+ countries.

www.iamsuperjuice.com

www.iamsuperwater.com

www.iamsupersoda.com

www.iamsuperspicy.com

IAMF&B PROJECT

DIRECTED BY: JESSICA COLLINS

ARTICLE WRITTEN BY: LAURA WATLING

I AM

MANIFESTING THE FUTURE OF F&B

Launching its first innovative brand onto the market, I am Superjuice, in 2014, I am F&B is driven by an inspiring leader.

Firoz Moendir comes from humble beginnings with a true entrepreneurial spirit. With a passion for food and beverage, having studied at culinary school, and sales experience, Firoz started I am F&B with a used van, approaching the independent market in the Netherlands.

“Our strategy is to be inspirational, we want to inspire our consumers to choose a healthier life, to be their best,” explained Firoz, “”I am” is a symbol of manifestation, whether that is “I am healthy”, “I am strong,” or “I am a winner”.

Manifesting its success from the off, a decade into business I am F&B is now represented in over 20 countries worldwide - and growing.

This is, in part, attributed to the ambition, passion, and direction of Firoz, which he instils into his team.

Juices Laid Bare

From its beginning, I am F&B has been renowned for its innovative approach to its products.

Co-packing in the continents in which it is distributing makes it an inherently sustainable offering.

“Partnering with co-packing facilities not only helps to reduce our carbon footprint, it is also a very efficient way to manufacture our product, and means we can grow quickly when we need to,” shared Firoz.

It also supports the business in maintaining its “free from” USP as a health drink, with no added sugar or preservatives.

“We are focussed on healthy drinks, and so, I am Superjuice, for example, comes produced without added sugar, concentrate, preservatives or artificial colours. It's integral then, that we can get our product to our consumer quickly,” Firoz added.

In addition to I am Superjuice, and its soft drink I am Supersoda, the food and beverage brand has developed its own range of alkaline water - I am Superwater.

I am Superwater is a natural alkaline water with an extra high pH value of 9.4, higher than the average pH of tap water. It is thought by some that alkaline water can benefit the body by increasing mineral uptake and reducing acidity in the bloodstream.

“We saw a gap in the market for a naturally sourced alkaline water in the regions we supply, and took the chance to develop a top quality product. Alkaline water is very popular in the US, and we hope this will give us an opportunity to enter that geographical market,” said Firoz.

Currently packaged in bottles made from recycled plastics, the next stage of I am Superwater, and adding to its sustainability credentials, is to develop can packaging.

“I am Superjuice and I am Supersoda are already packaged in cans, and in the Netherlands form part of the can deposit system which encourages recycling. We are on a journey to ensure our products become as sustainable as possible,” shared Firoz.

Introduced in the Netherlands in December 2022, the canned deposit system mandates that for every can purchased a deposit of at least €0.15 is charged to the buyer. Cans can then be returned to supermarkets and other outlets to be recycled, with the deposit being returned.

1 https://www.everydayhealth.com/pictures/tophealthy-food-trends/

2 https://www.eatingwell. com/top-10-food-nutrition-trends-2024-8415701

Going for Gold

I am F & B’s products are now represented in over 2500 locations in the Netherlands, on the shelves of major supermarkets such as Sligro, Hoogvliet, and Dekamarkt.

Expanding across Europe, the business also has a strong presence in Spain, Germany, and Bulgaria, as well as Saudi Arabia and the UAE, and islands such as the Maldives.

Firoz credits the growth of uptake not only down to the quality of I am F&B’s product, but also the trends being seen, with health food trends of 2024 including no sugar or artificial sweeteners1 and hydration.2

Ensuring its brand is continually innovating, listening to feedback, and learning from other businesses in its sphere, Firoz and his team make sure to visit major international trade shows across the globe.

With the Middle East being a major market with growth opportunities for I am F&B, Gulfood is an integral part of its calendar.

In February 2024 it was announced that I am F&B are growing to 650 locations in the United Arab Emirates, with the vision of reaching 1000 locations by the end of the year.

“Our journey in this region started at Gulfood, proving that it is a wonderful opportunity to meet potential customers and get the brand's name into the public domain,” said Firoz.

This year, in I am F&B’s fifth year of attending the show, marks an extra special visit for the business, which has been selected as a finalist for the 2024 Innovation Awards in the Best Beverage Product category for I am Supersoda.

The soda, which comes in 6 different floral and herbal flavours, is 100% organically produced, low in calories, and contains no added sugar or sweetener.

“This recognition fuels our commitment to crafting superior products, emphasising taste and minimising unnecessary ingredients,” explained Firoz, “to be nominated is a fantastic achievement, to win would be incredible”.

With continued innovation on the horizon, I am F&B’s future holds more than beverages, with Firoz and his team looking to develop more products in the food space.

www.iamf-b.com

A POWERFUL VOICE FOR FOOD

PRODUCTION IN THE PHILIPPINES

Award-winning food processing and toll manufacturer, Century Pacific, has grown to become one of the leading branded food companies in the Philippines.

CENTURY PACIFIC PROJECT

DIRECTED BY: IZZY HARDY

ARTICLE

WRITTEN BY: LAURA WATLING

Whilst members of the Po Family, particularly the sons of the company’s founder are still active in directing this publicly listed company, for the last six years Gregory H. Banzon has served as the company’s Executive Vice President and Chief Operations Officer.

An inspirational leader, becoming Johnson & Johnson’s youngest Managing Director (Asia Pacific) at the age of 35, Gregory credits a potent combination of entrepreneurial spirit and corporate experience as the key to his leadership success.

Having previously worked across the globe for multi-nationals such as CitiBank and Bayer, Gregory has supported the business on its continued double-digit growth.

Speaking with Business Enquirer, Gregory discussed the importance of Century Pacific’s innovative approach to sustainable food production.

GULFOOD

A Revolutionary Approach to Plant Based

Century Pacific has become known nationally in the Philippines for its marine food products, including shelf-stable sardine brand, 555, and shelf-stable tuna brands Century Tuna and Bluebay, commanding approximately 85% of the market share in the country.

As a toll manufacturer, the business supplies its marine products to the likes of globally recognised brands Princes, Rio Mare, Chicken of the Sea, and Bumblebee.

With six manufacturing facilities, Century Pacific is proud to share world-class standards from the Philippines.

In addition to its marine offering, it also has meat, milk, and emerging business in its portfolio, the latter of which is currently feeding its own plant-based products, coconut products, and pet food into the market.

“Whilst marine is the cornerstone of our business, we recognise the valuable impact we can have on the world transitioning to a more flexitarian diet,” shared Gregory.

He highlighted that the current population of eight billion people consume around 42 kilos of meat per capita.

“As the population continues to grow and we reach a population of 10 billion, 450 metric tonnes of meat will be required per year on the current trajectory, which is clearly unsustainable,” he explained, “we are committed to educating consumers to shift around 20% of their current protein intake to plant-based”.

In an innovative take on plant-based, Century Pacific is supplying its unMEAT brand of products in cans and exploring other alternative packaging, such as pouches.

“We want to enable as many consumers as possible to transition to a more

Gregory H. Banzon, Executive Vice President and Chief Operating Officer

flexitarian approach to diet. Our alternative method means products are shelfstable and do not need refrigerating or freezing,” highlighted Gregory, mentioning that much of the population in Asia and Africa do not have easy access to refrigeration.

Now, unMEAT is available in 6,000 supermarkets across the US, as well as having a significant presence in the Middle East, Australia, and Europe.

Giving the Globe a Fighting Chance

Another plant-based offering from Century Pacific is its coconut products, for which it has its own brand, Coco Mama, and also serves as a toll packer for The Vita Coco Company, one of the global leaders in coconut water.

As one of the largest manufacturers of Vita Coco’s products, Gregory explained the importance of sustainable production in the sector.

“In 2022, through a partnership with GCash and HOPE, we completed the planting of one million coconut trees in Mindanao (Philippines),” he shared, “this enables carbon sequestration from the atmosphere”.

The trees were donated to smallholder coconut farmers in the region, helping improve their farms’ productivity and boost their income.

Additionally, as of year end 2023, the company has expanded its environmental efforts by planting 150,000 mangroves, cultivating a mangrove forest in General Santos, Philippines, for ecological conservation.

Century Pacific has employed sustainable practices across its portfolio, including dairy, in which it committed to having certified Net Zero Plastic Waste brands through a partnership with the Plastic Credit Exchange. Additionally, it works with the coastal communities to retrieve plastic pollution from the sea and stimulate the circular economy.

Serving over 700,000 retailers in the Philippines and customers in 82 countries across the globe, Century Pacific recognises the voice it has and how it can act as a motivator of change.

Its RSPo Foundation, formed by Century Pacific’s founder, has built a feeding programme in partnership with 1,000 NGOs and regional government bodies.

“Our founder came from humble beginnings and understood how pervasive hunger is in the country, especially how it impacts the youth. The RSPo Foundation’s feeding programme offers valuable nutrition to challenged communities, giving the young people of our country a fighting chance for the future,” Gregory shared.

Since 2011, the Foundation has donated 67 million meals, with a record breaking 12 million being delivered in 2023.

“We hope to beat the record by one to two million in 2024,” he continued.

Growing Players in the Gulf

One of the faster-growing businesses in the Philippines, Century Pacific continues to go from strength-tostrength, with a continued double-digit growth.

“We are seeing exciting progress in our dairy pillar and will continue to invest in emerging markets such as pet foods,” explained Gregory.

As well as on home turf, Century Pacific is experiencing significant growth in the Middle East, which Gregory attributes to the significant number of Filipino expatriates in the region.

“There are around 12 million Filipinos working abroad, with a large base in the Middle East. This creates a trickle-down effect, with Filipino’s sharing popular products within the region,” said Gregory.

Now, Century Pacific is considered among significant players in the Gulf and is establishing a toll packing facility in the region to meet demand.

Digital Transformation

With nearly 46 years in the food manufacturing industry, AI offers Century Pacific an exciting opportunity to bolster its growth and take the business into the future.

As well as increased efficiency in its manufacturing facilities, Gregory, who has a Bachelor’s Degree in Commerce (Marketing) for De La Salle University, foresees improved communication with Century Pacific’s consumers.

“I believe AI will be able to help us better connect with our consumers, communicate core messages better, and improve hyper personalisation. Ultimately, AI will help us to deepen our customer interaction and support our continued growth,” he said.

www.centurypacific.com.ph

GULFOOD SPECIAL

A STORY OF CONTINUED GROWTH FOR LEADING HALAL FOOD PRODUCER

AL ISLAMI FOODS

PROJECT DIRECTED BY:

ADEL MHIRI

ARTICLE WRITTEN BY:

LAURA WATLING

Known as the leader in halal foods for five decades, Al Islami Foods has learnt the importance of moving with the times.

Founded in the 1970‘s, as what has been described as the “role model of modern-day Supermarket”, the Dubai based business has grown to become one of the biggest food distributors in the region, supplying to Bahrain, Qatar, Kuwait, Oman, Yemen, Jordan, the Seychelles, Libya, the Maldives and Mauritius etc.

Its founder, Haj Saeed Lootah is a renowned, self-made businessman, who, over the course ofhis career became an accomplished tutor, author, economist, banker, entrepreneur, philanthropist, businessman and visionary community leader.

Throughout his career, he established the Port Saeed Region, the first Islamic bank (Dubai Islamic Bank), and the first Islamic insurance company (IAIC). Additionally, he invested his time in establishing several educational facilities including the Islamic School of Education, the Orphan Education Foundation, Dubai Medical College for Girls, the College of Pharmacy of Girls, as well as several research and technical facilities.

Ultimately, Haj Saeed Lootah’s vision was to ‘make things better’ by empowering people to excel at everything they do.

Stepping into the inspirational leader’s footsteps is Al Islami Foods CEO, Nasser Talib Nasser, taking on the role in November 2022.

Throughout his career, Nasser has been committed to enhancing the wellbeing of his employees and the broader

community. Whilst at Desert Group, he provided employment for 40 special needy individuals and ensured that all staff received comprehensive training to remain updated with modern technology and practices. He also drove the complete rebranding of the company and implemented Navision, a robust IT system that significantly improved efficiency and operations.

Accomplished and visionary Board

Member and Strategic Planner, Nasser has extensive experience in managing and growing successful businesses, and is onboard to continue to steer Al Islami Foods into the future.

“As leaders in Halal Foods, our strategy is to remain focused on developing and launching nutritious, innovative and healthy halal products to satisfy the appetites of our consumers, regionally and internationally,” shared Nasser, “we have

AL ISLAMI FOODS

recently expanded our presence in Qatar further, with plans to offer our customers a wider range of products in 2024”.

An Unwavering Commitment to Quality

Under the Al Islami brand umbrella, Al Islami Foods produces a wide range of premium halal frozen foods, which celebrates culinary diversity. These products include whole chickens, burgers, nuggets, sausages, seafood, fries, vegetables, fruit and many other snacking products.

“We employ an international team of chefs who are always busy developing new recipes to enhance our product range. These recipes are validated through independent consumer sensory panels,” explained Nasser, “thanks to this input we have been able to aggressively expand the product range in all of our categories”.

Its state–of–the–art, 10,000 m2 processing facility, located in the Sharjah Hamriyah Free Zone is the largest in the region, and supports the business in its unwavering commitment to quality and transparency.

To ensure this commitment, Al Islami Foods monitors and controls critical points in its processing line to ensure consistent quality, including regular product testing for microbiological contaminants, and chemical residue. In addition, final products pass through a metal detector and X-ray inspection belt to ensure that the products are completely free from any foreign objects.

“Continual development of our processes is crucial to our growth, and so we have implemented a system for continuous improvement, regularly reviewing and updating processes based on feedback, audits, and performance data,” explained Nasser.

Employing the latest equipment and highest safety standards, Al Islami Foods has the capacity to produce 18,000 metric tons per year, and has recently enhanced its sausage line production capacity to 1500 metric tons per year.

Al Islami Foods CEO, Nasser Talib Nasser

The cuts that LeVida provide are precise and are custom made based as per the costumer specification.

Coasul Cooperativa Agroindustrial, with almost 55 years of tradition in Brazilian agribusiness, has a national outstanding position. Its chicken meat production plant, located in the city of São João, Paraná state, was inaugurated in 2010 and is one of the most modern in Brazil, with a daily slaughtering capacity of 160 thousand chicken.

With its new brand, LeVida, entered the international market, representing the high quality of its products, which meet the standards of the most demanding markets in the world. LeVida products are exported to many countries, following the rules of Halal slaughter in all its production.

The industry design featured bold investments and focused on three main points: Traceability, Food Security and Sustainability.

By acting comprehensively in agribusiness, Coasul holds total control of the production chain, producing grains (like corn and soy), which are processed into animal feed in its own factories to feed poultry, which are raised by its producers cooperative. This allows all processes to be tracked, ensuring food safety and quality in all the brand products Le Vida.

Food safety and quality of LeVida products are the result of tight controls, following programs such as Good Manufacturing Practices (GMP), Hazard Analysis and Critical Control Points (HACCP), Sanitation Standard Operating Procedures (SSOP), among others.

LeVida products are produced within sustainable practices. Such cares go beyond the production process, with the use of rainwater for external processes, use of reforested wood, care animal welfare, use of biodegradable products, and green logistics, which prevents the disposal of poultry waste on the roads during transport to the slaughterhouse.

For having total control of production processes, the Coasul is extremely versatile and can adapt its products to the specific needs of each client.

AL ISLAMI FOODS

“We are dedicated to continual Capex investment into automation and digital technology to improve our performance,” he added.

Additionally, it has established a robust distribution network with its more than 5,000 customers,cand has founded the biggest logistics facility in the region at the Dubai Investment Park.

Implementing innovations across its business, Al Islami Foods’ distribution fleet is equipped with an advanced tracking GPS system for better control over trucks.

“Currently, we are implementing a new software for route optimisation, as well as territory planning using the latest technology bringing more efficiency into our distribution model,” said Nasser.

Its commitment to quality has been recognised by the industry, with Al Islami Foods receiving a raft of awards, most recently including the Super Brand of the Year Award 2018, Best Halal Consumer Brand 2020 from iHalal International and ranked among the top Halal Food brands in OIC 2023.

Al Islami Kids Club

Developing Sustainability Credentials

In accordance with the UAE’s own sustainability and clean energy strategies, Al Islami Foods is actively implementing sustainable practices for environmentally conscious and ethical food production.

The business is employing waste reduction strategies and recycling initiatives. This includes proper disposal of by-products and exploring ways to recycle waste materials. In addition it is implementing water conservation measures in its processing operations, which involves efficient water management practices, and technologies to reduce water waste.

“As part of our measures to remain a leader in the industry, we are studying the feasibility of establishing an Effluent Treatment Plant to treat wastewater for subsequent reuse, such as in gardening

Springsnow Food Group Co., Ltd. is located in Laiyang City, Shandong Province. It specializes in the research and development, production, and sales of processed chicken food, having the feed mill production and chicken farming. It is committed to becoming a leading enterprise in the Chinese chicken industry.

The company has a high reputation and market share in the field, with two brands“Spring Snow” and“ Shangxian”. The domestic market mainly targets catering, supermarkets, online, new retail, convenience stores, and B2B supply.

The company has long term suppliers of fast food chains, Hema Xiansheng, Wal Mart, RT Mart, China Resources ole, Jiajiayue, Yonghui and other large supermarket chains at home and abroad, JD, Tmall and other e-commerce platforms, and family Mart stores.

The export market mainly targets more than 20 countries and regions such as Japan, the European Union, the United Kingdom, the Middle East, and South Korea. The chicken“Shangxian” brand jointly created by the company and JD has ranked first in JD’s fresh chicken sales for six consecutive years (as of the end of 2022).

In order to meet the needs of industry development, the company has always adhered to a high sense of social responsibility and mission since its establishment, always focusing on practicing the national development strategy, adhering to high standards, strict requirements, and high-quality development, and has a good consumer reputation and brand influence.

It has developed into a leading chicken seasoning food processing enterprise in the industry. In October 2021, Springsnow was officially listed for trading on the main board of the Shanghai Stock Exchange (stock code“605567”).

In the coming years, we will firmly stick to the goal of becoming a leading industry in the high-quality cooked food segment of Chinese broiler chicken. We will closely rely on technological progress, continuously improve management level, effectively enhance innovation ability, continuously expand brand influence, support“scale”with“high quality”, and amplify“high quality” with“scale”. Together, we will work together to contribute to the country and society, and make greater contributions to partners and investors.

INNOVATING A NEW NICHE IN THE BEVERAGE SECTOR

It may appear that Coffenade, the world’s first sparkling coffee drink, is an overnight success.

COFFEENADE

aunched in July 2023, by April 2024 the brand is set to hit the shelves of the worldwide domestic mass market, with 85% of its production already booked by the first quarter of

However, behind the quick success of Coffenade is Sandro Tughushi, who first developed the business seven years earlier whilst at university. Now, Sandro acts as CEO of the innovative business.

“My coursework whilst at the EU Business School was to develop a business project from scratch, which was the initial concept of Coffeenade. I rediscovered the project three years ago, developing our unique product from our laboratory partner in Bern,” he explained, “it appears we have hit the market at the right time, and have developed a new niche which is not an energy drink, nor a cold brew coffee,”.

After 189 prototypes, Coffeenade’s first product to reach the market is described by Sandro as its classic flavour, Coffenade Fresh Lemon- a lively fusion of cold, effervescent coffee and invigorating lemon essence.

“The product has huge potential as there are no competitors on the market,” shared Sandro, “at the Gulfood Exhibition, a taste test of 312 people returned a 91.7% positive feedback”.

Launching in the summer will be the addition of Coffeenade Red Berries, a blend of zesty cherries and sweet elderberries with its effervescent arabica coffee, and Coffeenade Matcha, combining matcha and sparkling coffee. The latter, Sandro anticipates, will be particularly popular in Asia.

With the brand already proving successful in its early stages, Coffeenade plan to launch five more flavours in 2025.

All Natural Ingredients

On a mission to redefine “your beverage moments”, Coffeenade uses all natural ingredients, with no flavouring or additives.

For its coffee, it works with an independent coffee farmer in Ethopia, supplying Coffeenade with flavoursome and robust arabica beans.

“When coffee is carbonated it loses 80% of its flavour, so it is crucial to us that we use the highest quality of beans, and support the farmers supplying it,” said Sandro.

Its first social project, Sando and his team aim to visit Ethiopia in 2025 with a vision

THE FIRST COFFEE

Sparkling

FIRST EVER INFUSED

DRINKS

to support the farm in its expansion through investment.

Its use of natural ingredients has guided the brand into using sustainable packaging.

“We package our products in aluminium cans with an additional nutritional layer to defend the can from the deterioration from the natural compounds. Plastic was simply not an option, not only due to the recyclability of the product, but also the flavour would absorb some of the plastic elements, affecting the quality of the product,” explained Sandro.

In addition, by using aluminium with its innovative nutritional layer it extends the shelf life of the product to 18 months, essential for the FMCG sector.

By 2025, Coffeenade plans to recycle at least 50% of its cans, with a vision to recycle all of its cans by 2030, creating a closed production cycle.

Meanwhile, the business uses its waste raw material from roasting its coffee beans back in its production process through its dry extraction process. This doesn’t jeopardise flavour but significantly reduces waste.

Infusing Tradition with Creativity

A small team of 3, Coffeenade is a Swiss brand with a family feel (with Sandro’s brother taking the lead on business strategy).

As the business expands, Sandro plans to implement a flat management structure, allowing everyone’s ideas to be heard.

“From can design to taste, each team member has their input - I believe it’s key to fuse ideas together, as well as having respect for eachother and colleagues understanding their role,” said Sandro.

An exciting time to be part of this growing business, in the summer the team will be working from an open air office in Geneva, powered by solar energy - adding to Coffeenade’s sustainable credentials.

Whilst the business’ growth at this stage hails from Coffeenade attending exhibitions such as Gulfood, Sandro is also keen to garner the strength of human connections - combining its innovative product with traditional marketing methods.

“We’ve found that mouth to mouth referral has been particularly effective,” he said, having recently sold 600 cans in four hours at a local tennis club.

Currently producing 200,000 cans a day, Sandro foresees summer 2024 as a pivotal time for Coffeenade, where the true scale of the brand’s reach and popularity will be revealed.

www.coffeenade.ch

THE FIRST EVER COFFEE INFUSED Sparkling DRINKS

THE VALUABLE ROLE OF THE MIDDLE EAST TO NORWAY’S SEAFOOD INDUSTRY

Its second biggest international trade to oil and gas, Norway exported a phenomenal 2.9 million tonnes of seafood in 2023, worth a value of NOK 171 billion. This comes at a 14% increase on 2022, which was itself a record-breaking year.

So, what has propelled this ever-growing industry for the Norwegians?

Amongst an increasing global appetite for fish (with the New Scientist sharing that the hunger for the meat is set to double by 2050 due to growing affluence

and population), is burgeoning markets such as Saudi Arabia and the United Arab Emirates.

“With the second biggest coastline in the world, at 100,915 kilometres, our waters offer far more fish than the country can consume, so we have a fantastic opportunity to share our products across the world,” shared Ørjan Kjærvik Olsen, Manager of Emerging Markets for the Norwegian Seafood Council.

Supporting the growth of the Norwegian seafood export market is the Norwegian

1 https://en.seafood.no/ news-and-media/news-archive/norways-seafoodexports-worth-nok-151.4billion- in- 2022/#:~:text=January%202023%2C%20 07%3A02.&text=2022%20was%20 the%20best%20year,every% 20day%20%2D%20 all%20year%20round.

2 https://www. newscientist.com/ article/2290082-globaldemand-for-fish-expected-to-almost-double-by2050/

Seafood Council (NSC), which represents 480 exporters in the country.

The NSC is a marketing communications organisation which works collaboratively with the Norwegian seafood industry to increase the value of its seafood in new and established markets all over the world.

It does so via market insights - including studies of up to 30,000 people across 25 countries per year, market development, market risk management and reputational risk management in select markets around the world.

Headquartered in Tromsø, Norway, it has representatives across Europe, Asia, the USA, and South America. Now, it is looking to establish a base in the United Arab Emirates.

The Value of the Middle East to Norway

As the largest salmon supplier to the Middle East, Norway is exporting 180,000 meals of salmon to the region every day, which is only increasing.

Establishing itself in the UAE 25 years ago, before expanding further into Saudi

Arabia, Ørjan highlighted that the Middle East has been the biggest growth market for the Norwegian fish export in the last 20 years, labelling it as “fairytale”.

Over the last 12 months, the NSC has exported a total of 10,997 metric tonnes of seafood to the UAE – a 35 per cent increase from 2022, with a value exceeding 345,000 AED. Of the 10,997 tonnes, 9,866 of it was salmon, signalling the overwhelming demand for fresh, whole pink fish.

Frozen salmon also comprised a significant portion of the export, with an annual growth rate of 223 percent.

“The reason for the increase in frozen is that a lot of the smokeries, making smoked salmon, increased their import from Norway, which has supported the new creation of jobs in UAE,” explained Ørjan.

Similar statistics are seen in business with Saudi Arabia, with seafood exports valuing over 285,000 AED.

“For context, in 2004, Norway was exporting 100 tons of salmon to Saudi Arabia. In 2024, we predict we will achieve a total of 9.5 thousand tons,” Ørjan continued.

The demand for Salmon was also highlighted in Saudi Arabia, where of the 9500 tons sold, 7,169 was salmon.

A study conducted by the NSC showed that key drivers for buying seafood throughout the region were consistent, with the majority of respondents buying salmon for its taste and health benefits.

Seeking to increase its activities in the region, the NSC is planning to open its office in Dubai in Q3 2024.

“While we have offices in 14 countries around the world, our office in Dubai will mark the first new office in eight years. This reflects our commitment to the region, as well as recognises the UAE and Saudi Arabia’s immense value to the

Norwegian export market,” shared Ørjan, “we have been well supported by the local governments allowing market access, which has been hugely beneficial to our development in the region”.

A Market Beyond Salmon

Another factor in salmon’s global success is the increasing popularity of sushi in the west. Whilst its earliest form dates back to the Iron Age, eating raw salmon in sushi is a Norwegian invention from the 1980s.

Now, in the UK, sushi is becoming the fastest growing premium lunchtime main meal, with supermarket chain Tesco reporting that is is selling 21 million packs of sushi a year.

“From NSC’ research, we know that Norwegian salmon isn’t just the most popular fish in the world, but also the world’s most popular sushi topping, winning 17 out of 20 markets in the Seafood Consumer Insight study,”

3 https://www.newfoodmagazine.com/ news/194300/sushi-becomes-uks-fastest-growing-premium- lunchtime-main/

shared Ørjan, “Japan and Norway have in many ways helped each other. Thanks to Norwegian salmon, sushi is now a worldwide phenomenon, and thanks to Japanese sushi, Norwegian salmon is now a global commodity”.

But the Norwegian seafood industry offers more than just salmon.

From cod and clipfish, to saith and stockfish, Norway sustainably harvests a wealth of fish, as well as a variety of crab, mussels, and lobster, whilst still keeping a strict quota control.

Together, the Coast Guard and the Norwegian Directorate of Fisheries, are working actively to make sure that the Norwegian environmental model is preserved at sea and on the mainland. From a practical perspective, this includes ensuring fair business practice, fish welfare, sustainability, food safety and quality – all important Norwegian ideals.

4 https://www.worldbank. org/en/news/press-release/2023/08/16/ new-farmed-seaweedmarkets-could-reach-11-8billion-by-2030

“Norwegian seafood is unique because it comes from cold, clear waters, and is based on generations of experience,” Ørjan explained, “our industry uses cutting-edge technology and expertise, all whilst doing so sustainably, to make sure that we take care of our ocean and resources for generations to come”.

And whilst fish is at the top of the menu for NSC, Norway is also stepping into seaweed.

Seaweed production has more than doubled in the last ten years, growing to over 35 million tons. The World Bank anticipates the market has the potential to grow to $11.8 billion by 20304

The value chain of seaweed expands past a food resource, serving as an input for products such as pharmaceuticals, animal feed, biofuel, and biopackaging.

“Seaweed farming doesn’t require fresh water, or alternative production measures, meaning it’s a very sustainable product. Norway has a fantastic opportunity in this market,” said Ørjan.

Of course, when it comes to sustainability, the Norwegian’s know a thing or two in the realms of aquaculture.

Did you know salmon sushi is a Norwegian invention?

Japanese sushi and sashimi is a proud culinary tradition. The global mega trend of salmon sushi was made possible by a group of Norwegians who introduced the delights of eating raw Norwegian salmon in Japan back in the 1980’s.

Today Norwegian salmon is the world’s most popular sushi topping, and salmon from Norway is the most popular fish in the world.

Scan for more information about salmon from Norway

Looking at salmon in particular, it is a highly sustainable fish in terms of the way it is farmed, which is a strictly controlled process.

“With its years of experience, the Norwegian seafood industry has been improving and refining its methods and processes, to the point where it has very little environmental impact today, including being very efficient and drawing upon very few resources,” shared Ørjan “We use about 1.15kg of feed to produce 1kg of salmon – and there’s really few other ways of producing that kind of yield of protein.”

Additionally salmon doesn’t require any heat control, meaning the fish thrive at the same temperature as their surroundings.

“A combination of our industry’s stringent monitoring programme, the favourable environmental assessment, and the fact that the industry has almost eradicated the usage of antibiotics completely is ultimately what makes Norwegian salmon such a healthy, sustainable and

great tasting product,” Ørjan continued.

And, with a growing global demand for protein, seafood seems the obvious choice, said Ørjan:

“Only three or four per cent of the protein utilised comes from the ocean, yet the ocean covers around 70 per cent of the Earth’s surface, indicating the huge potential”.

Representing Norway

Highlighting once again its recognition of the value that the Middle East holds for the Norwegian Seafood market, the NSC will be represented at this year’s Gulfood exhibition.

Joining the NSC will be 19 of its clients. “We have represented the Norwegian seafood market at Gulfood since 2015, and this year will be our biggest yet. It’s an important opportunity to be able to meet existing clients and share the value of Norwegian seafood with future clients,” said Ørjan.

en.seafood.no

GHITHA ANNOUNCES STRONG MARKET EXPANSION AND OPERATIONAL SUCCESS

Considered one of the fastest growing and largest companies in the UAE, Ghitha, a part of International Holding Company, has a portfolio of more than 55 subsidiaries, associates and joint ventures.

GHITHA PROJECT

DIRECTED BY: JAMIE WAITE

ARTICLE

WRITTEN BY: LAURA WATLING

One of the largest vertically integrated food manufacturing and distribution companies in the UAE, the business’ brands operate within six business segments including dairy, poultry, protein, fresh fruits and vegetables, oils, grains as well as manufacturing, trading and distribution, and agriculture and investments.

Striving to support the UAE’s mission to diversify the non-oil economy alongside its Food Security Strategy, Ghitha has been heralded as the foremost contributor to the UAE’s national food security via the supply of food across different verticals.

At this year’s Gulfood, the holding company presented six of its most prominent food and distributing companies: Al Ain Farms; Al Ajban Poultry; Asmak; NRTC; ADVOC; and Royal Horizon.

The largest integrated dairy and poultry company in UAE, Al Ain Farms offers the highest quality products in fresh and long life dairy, poultry, juice, and camel milk products.

Further to Al Ain Farm’s Poultry offering, Al Ajban Poultry brings to market the highest quality poultry products in UAE, as well as hatching eggs and day-old chicks.

Representing Ghitha’s seafood outputs, Asmak is the largest producer of fresh and frozen fish in the UAE, utilising state-of-the-art processing and freezing technologies. The business has been endorsed with top reputable certifications.

Considering fruit and vegetables, NRTC is one of the Middle East’s leading importer and exporters of fresh fruit and vegetables. It has more than 50 years of experience serving the HoReCa and wholesale markets, and boasts a network of more than 100 exclusive trading partners and suppliers across the globe.

ADVOC is one of the three fractionation plants in the GCC to make specialty fats and is the only highest-quality edible oil refinery in Abu Dhabi.

Finally, Royal Horizon is a group of companies established in the UAE which specializes in fast moving consumer goods and retail sectors, best known for distributing dry food products and rice grain.

Led by an Organizational Architect

“Ghitha actively pursues various opportunities to consistently enhance shareholders’ value, year after year,” shared CEO, Falal Almeen, “Our journey of substantial growth has been further reinforced by our core values” The business core values consist of:

• Achieving portfolio growth; Improving performance through diversified investments;

• Elevating value by creating new business ecosystems;

• Sustaining returns by investing across global sectors.

Leading the business in meeting its objectives as well as supporting the UAE in its Food Security Strategy, Falal has more than 20 years of experience in

CEO Ghitha Holding Falal Ameen

driving business excellence, achieving continuous improvement in business performance, and accelerating growth by translating business concepts into tangible results.

Using entrepreneurial approaches to guide companies through change and difficulty towards profitable growth, Falal believes that leadership has to provide the supervision necessary to achieve excellent outcomes and meet business objectives, while promoting innovation, creating customer value, enhancing organizational capabilities and developing team leadership skills.

“As an organizational architect, this ethos has helped to establish the direction for companies to ensure the financial, operational, and reputational well-being of the organization,” he said.

Driving Transformation

Whilst Ghitha’s operational success supports the government through its

Food Security Strategy at a wider level, the business is focussed on creating opportunities and enhancing the wellbeing of communities and individuals, too.

“Business - driven investments are at the heart of positively influencing the world,” said Falal.

Internally, Ghitha’ s management philosophy places a firm belief in its people, who are not only motivated but also operate with the perspective of being shareholders.

“This virtuous cycle of continuous business growth fosters the development of Ghitha’ s human capital and has cultivated an environment that sustains the group's ongoing success,” added Galal.

Ghitha prides itself on fostering a positive culture of equal opportunities for all employees. It also continuously invests into the local Emirati talent via a range of social responsibility programs.

One such initiative has seen Ghitha partner with the UAE National Service and Reserve Authority and ADAFSA for the last seven years. The program trains 25 UAE National Service cadets within the business each year. The Group is also implementing the Athar Program of Emirati Development, which supports an18 month training course within the company.

“When trainees have completed the course, they leave fully equipped for industry specific jobs,” shared Falal.

In addition to community advancement, the business is committed to fostering innovation, sustainability, and economic prosperity across its operational markets.

“In alignment with Abu Dhabi's Economic Vision 2030 and the UAE's Next 50 development strategies, we actively engage with various businesses, with a strong emphasis on preparing for the future, fostering creativity, bolstering resilience, and driving the transformation of the food sector via sustainable practices and ethical farming,” Falal explained. Ghitha follows ethical and sustainable practices across its portfolio, including animal welfare, reduction of its carbon

footprint by recycling water and expanding its R&D capabilities by offering local health innovation.

A Number of Milestone Achievements

Falal believes the outlook for the food sector in the UAE is strong, with growth expected to be driven by the increase in population, high level of tourist attractiveness and HoReCa segment growth, as well as the increase in per capita income of the population.

“This is all supported by the overall investments coming from the synergies of the government with local companies to further develop the local industry and enable unbeatable food security for the nation,” shared Falal.

Meanwhile, changing population dynamics and consumer needs are seeing health factors contribute to more categories being sub-segmented to offer value added products.

“With this in mind, we can see growth primarily in the premium food and drinks segment,” Falal said.

www.ghitha.com

Ghitha Holding Announces Expansion with Acquisition of MNG Airlines Shareholding

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