Dubai's Marmum Dairy Farm eyes big rise in juice exports

Dubai Investments unit plans to extend footprint of Raha juices to Oman and Qatar amid overseas push
By Andy Sambidge
Sat 26 Jul 2014 11:01 AM

Marmum Dairy Farm, a subsidiary of Dubai Investments, has announced plans to export over 1.8 million litres of its Raha long-life juices across the Middle East and Africa this year.

The new long shelf-life juice line was launched in August 2013 and developed to exclusively cater to the export markets with a strong focus on cafeteria and restaurant channels.

Marmum said it has set ambitious growth targets in exports with plans to touch 3 million litres in exports by 2015 and 10 million litres by 2018.

The Raha juices are currently exported mainly to Iraq and also distributed in a host of other countries such as Iran, Afghanistan, Sri Lanka, Ethiopia, Madagascar and Somalia, among others.

Plans are also afoot to extend the Raha juices' regional footprint to Oman and Qatar, the company said in a statement.

Marmum added that it is also augmenting its fleet and distribution network across a number of countries to tap into the huge growth potential on offer for its extensive product portfolio.

Roger Gabriel, general manager of Marmum, said: "The launch of Raha long-life variant was in line with customer requirements and changing market trends targeting a niche target market.

"Currently, we have achieved strong growth in Iraq and sales to other countries have also seen an upswing. We have set a robust growth target for the segment."

He added: "We are confident that our latest long shelf-life juice line would build our market reputation and reach in newer markets."

Established in 1984, Marmum Dairy Farm is one of the largest dairy farms in the UAE, with an annual production in excess of 22 million litres, and its products are available in more than 4,000 outlets across the UAE.

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