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New entrant to Middle East supplier market.

UKR was established as a limited liability company in Dubai in 2014; however it forms part of a group that manages over 654,000 hectares of land, a flock of 30 million chickens and produces over six billion eggs per year.

The firm is now looking to enter the regional market, and is doing so with a family of four organic products: sunflower oil, chicken, flour and milk powder. UKR is targeting all GCC countries across hotel groups, distributors and wholesalers, retailers and supermarkets.

Speaking about these products and their benefits, UKR sales and marketing manager Gruffald Salter told Caterer Middle East : "Our oil is 100% pure and not mixed with palm oil. It lasts longer and retains its health benefits. Palm oil and other mixers help build the oil but destroy and dilute the health benefits."

The oil's source is Ukraine and Gruffald added: "Ukraine is known as one of the world's largest producers of sunflower oil, and it has very fertile soil known as 'black soil'. This is regarded as premium soil to grow crops and all our products come from there so we are able to manage it from the soil to the plate."

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He explained that all the firm's chickens are slaughtered to order, fed with organic feed only, and are barn reared. In addition, Gruffald said all are certified halal and produced to EU standards. He said: "No hormone injections are used to speed up growth as is the case with many global suppliers."

Similarly, Gruffald said the flour is non-GMO certified, while the milk powder is made from fresh milk used from its own dairy cows.

He said: "UKR is a new entrant to the Middle East market. We believe the market is not simply a growth market but maturing in its desire for quality as well as quantity. Our market feedback shows clearly that customers want: fresh, simple, pure products; ethically reared and slaughtered. In addition, customers want no mixing - if it says 100% pure, it actually is 100% pure. They also want a brand and product family they can trust, with a price point that is competitive."

"UKR is determined to deliver on these desires and become a trusted partner to the catering trade by having a premium range of products at a price that is competitive," concluded Gruffald.

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Publication:Hotelier Middle East
Date:Oct 28, 2014
Words:403
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