Technology partnership unlocks cost, productivity and speed benefits to cement Al Rawdah's credentials as an innovation leader

Dubai, UAE : Emirates Modern Poultry Co., also known as Al Rawdah, has partnered with SAP to bring cutting edge technology to its UAE-wide operations. The partnership will see Al Rawdah implement SAP’s Enterprise Resource Planning framework to improve confidentiality, integrity, availability and customer support.

“The technology partnership, which first started earlier this year, is now seeing Al Rawdah adopt SAP ERP technology across all its operations, coupled with comprehensive business process re-engineering. The entire process will occur in stages, with full implementation expected to take 8 months,” said Mustafa Arshad, Manager Information Technology, Al Rawdah.

The move sees Al Rawdah set new standards for quality and service, cementing its position as a technology leader setting new benchmarks for the UAE’s poultry industry. The technology initiative also aligns with the Smart Dubai initiative that is anchored in the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum to make Dubai a global technology hub and the happiest city on earth.

“Al Rawdah has always prided itself on working tirelessly towards setting new benchmarks in the UAE’s poultry industry. We’ve undertaken a technology partnership with SAP to continue our position of innovation leadership in the industry. SAP’s ERP solutions offer tremendous benefits for businesses, and our partnership will unlock increased productivity, significant cost savings, and more consistent operations to the benefit of our clients and distribution partners. Our new technological approach also lays a strong foundation for future expansion as our Liwa farm comes online,” said Jeanette Kristensen Alhaider, General Manager Sales and Marketing, Al Rawdah.

SAP’s ERP framework will improve operational efficiency across Al Rawdah’s finance, supply chain, manufacturing, processing and wholesale and retail distribution functions. It is designed to optimise resource use, process transparency, cash flow and budgetary control.

By giving Al Rawdah intelligent deep insight and up to the minute reporting on all its business functions, the ERP implementation also allows exceptional management control and decision-making.

For Al Rawdah’s clients and business partners, the move translates into faster supply chain operations resulting in even fresher products, with time and cost savings that deliver competitive advantage.

“Al Rawdah is laying the groundwork for poultry operations that can compete with the best in the world. As a home-grown UAE company, it is very important for us to deliver to exceptional standards. SAP ERP will deliver the alignment of strategy, operation and personnel needed to power our future,” concluded Alhaider.

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About Al Rawdah:
Emirates Modern Poultry Co., also known as Al Rawdah, was established in 1994 as a subsidiary of Emirates Rawabi Group. Al Rawdah is recognized as the pioneer of UAE poultry industry and is currently celebrating its 20th anniversary.  Through its state of the art, fully automatic slaughter house, Al Rawdah is the UAE’s largest producer of poultry products, with 40,000 kilograms of fresh bird meat processed every day. Al Rawdah’s products are 100% halal, and produced as per world-class operating standards. Al Rawdah chickens are only given 100% vegetarian feed.

Al Rawdah’s poultry farm is located 40km from Dubai along the Dubai-Al Ain Road. 538 hectares of land host cutting edge facilities to manufacture a range of superb quality products made from fresh chicken and processed meat. The brand’s robust distribution network includes hypermarkets, supermarkets and local grocery stores, and has helped it capture up 35 per cent market share in UAE. Al Rawdah’s frozen products are also sought after for export to countries like Kuwait, Lebanon and Qatar.

Al Rawdah leads the way when it comes to using the latest technologies. The poultry company utilizes heat exchange technology used to produce hot water, as well as utilizing the ‘Grander’ technology to ensure top quality water is used throughout the whole chain of production. Al Rawdah is the first poultry in the world to use a steam scalder, and the first poultry company in the Middle East to adopt PCR technology in diagnoses of pathogens.

Al Rawdah is a pioneer in bringing the highest animal welfare and eco-friendly standards to its operations. A resident vetinary doctor ensures that the birds are kept healthy and absolutely free from antibiotics and growth hormones. Also, the poultry was the first to adopt the ‘Inovo’ vaccination of the embryonic baby chick.

The brand has been recognised as a Superbrand since 2013, and has also won the 20th Golden Trophy for Food & Beverages in Germany. Al Rawdah was the first to be certified Halal by ESMA and the first poultry company in the Middle East to win an HACCP accreditation, and the first manufacturing organization in the Middle East to be certified to the ISO 14001 in 1997 and has since followed that up with ISO 14001:2004 and ISO 22000/2005 certifications.

For more information on Al Rawdah, please visit: www.alrawdahfarm.com

© Press Release 2017