Al Islami to speed up opening of meat shops.

Byline: Dubai

Al Islami, a leading producer of halal food, has announced plans to accelerate the setting up of fresh meat shops in an effort to meet the rising demand for real halal and fresh meat across the UAE and other GCC countries.

With 15 shops established during the first half of 2009, Al Islami has started selling fresh meat in Dubai, Sharjah and Al Ain. Twelve more shops are being planned for the next two quarters making total of 27 shops at the end of 2009.

Since the unveiling of meat shop business plan, Al Islami has met a number of enquiries and signed agreements with the Sharjah Cooperative Society, Al Ain Cooperative Society and Union Cooperative Society, several enquiries are in pipeline from renowned local and international supermarkets for new shops. Al Islami has hired over 50 professional butchers so far for its meat shops.

Al Islami UAE Meat Market study conducted in mid 2008 indicated a higher demand of fresh meat than the frozen one as the end consumer, study says, is more concerned about the health aspect consuming meat.

Over 95 per cent of Al Islami retail customers reported an increased demand of fresh and halal meat. The study recorded people very concerned about the meat they eat and now are highly aware of the benefits of fresh, healthy and halal meat.

"Today's consumer has an increased appetite for fresh food due to very positive awareness about benefits of eating healthy and fresh diet," said Saleh Abdullah Lootah, CEO of Al Islami Foods.

"Establishing fresh meat shops is one of our efforts to create a balance between the convenience frozen items and quality fresh and nutritious food. Al Islami is socially committed to provide people with healthy, high quality, fresh and real halal meat," he added.

"Al Islami is doing concerted efforts to position UAE a standard in healthy and halal meat market in the Middle East," Lootah continued.

The consumers can now buy with confidence the fresh and healthy meat from Al Islami meat shops set up at the major supermarkets in Dubai, Sharjah, Abu Dhabi, Al Ain, Ras Al Khaimah, Fujairah and Ummul Quwain.

"Since the launch of meat shops, the market demand for our meat is testament of an unbreakable consumer trust on Al Islami meat," Lootah said. "We are continuously receiving enquiries of opening up Al Islami meat shops from the retail outlets. We have the established food standards and do not open a new Al Islami meat shop unless the retailer complies with Al Islami standards.

'Upon each enquiry, our quality control team visits the retail outlet premises to ensure the outlet complies with the Al Islami food safety, quality and halal standards."

Earlier during the recent Al Islami road shows organised in Bahrain, Qatar and Kuwait, company received a highly encouraging response for introducing Al Islami meat shops in countries where Al Islami is present.

The head of meat shop business at Al Islami, Bahgat Helal is conducting a feasibility study and meeting with the distributors in the Gulf region.

The meat at Al Islami shops is sourced directly from Australia, Brazil, India , Egypt and Pakistan under the supervision of Al Islami representatives designated in these countries who ensure slaughtered animals are healthy, freshness of meat, high quality and being 100 per cent halal veal, beef, chicken and mutton imported into. -- TradeArabia News Service

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