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MARTIN FEJK: The Middle East is one of the strongest markets for Tetra Pak globally.

Tetra Pak Arabia's marketing and product management director aims to up efficiency.

Can you tell me about the scale of the company?

Tetra Pak is the world's largest supplier of packaging systems for liquid dairy products (milk, cream and laban in the Middle East), juices, nectars and still drinks and food items, like tomato paste. We employ over 20,000 people across more than 165 countries worldwide.

Tetra Pak Arabia with its Jeddah factory alone employs over 320 people from over 31 nationalities.

What have been the latest innovations at the company?

Tetra Pak recently launched the new generation of UHT milk processing solutions, Tetra Lactenso Aseptic. The global launch took place in the UAE during Gulfood and the solution was unveiled to customers.

It offers world class performance in terms of production efficiency, quality and environmental sustainability, achieves over 20% reduction in product losses, zero water consumption and over 30% reduction in chemical use during Cleaning in Place (CIP).

We recently introduced Orienta Ice Tea, launched by our customer Mehdi Foods in Oman. This is the first ice tea to be available in carton packaging in the region.

What are the company's plans with the retail industry in the region?

The future looks very bright for Tetra Pak Arabia in the Middle East, as it is one of the key growth markets for Tetra Pak globally. Our factory in Jeddah has been growing from strength to strength and now exports to about 24 other countries in the Middle East and Europe.

We are adding to our strengths through product innovation, lead expansion, new processing systems and partnerships with new customers. Apart from this we are also adding value to our current customers by increasing efficiency through projects like Operational Cost Reduction (OCR) at Saudia Food Company - SADAFCO.

What are the main challenges of your role?

As the marketing and product management director responsible for the GCC and Yemen, my job has many challenges. As in any job, the challenges actually provide opportunities for me personally and for the company.

In the growing market of Arabia, I see a lot of opportunities to offer safe and nutritious food products to more than 60 million consumers in Arabia in our innovative packaging.

What do you feel are the latest trends within the sector?

Consumers in the region are demanding food safety as a standard requirement of the products they bring into their homes. People are also getting health conscious and are now demanding better quality products that are packed or processed in the most stringent of environments.

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