Gourmet stores high on Prairie’s strategy

Canada's Prairie Halal Foods opens Middle East office in Dubai, keen to tap demand for quality meats.
Gourmet stores high on Prairie’s strategy
By Administrator
Mon 15 Dec 2008 04:00 AM

Private, Canadian-owned company Prairie Halal Foods plans to investigate opportunities in "the higher end of the retail market" and launching an online ordering system, after launching its Middle East office in Dubai last month.

Wahid Kandil, general manager, Prairie Halal Foods said "it's all about positioning. These products have a story, they are not really a commodity product so in a big supermarket, that would be lost".

Kandil said the company would be primarily marketing the high-quality Halal meats produced by our principal owners, meats such as Natural Angus beef and poultry, and products new to the region such as bison and elk.

The food company, focused on the development and marketing of high-value Halal meat and related value-added products, is a joint venture between well-established producers in the province of Alberta and a group of shareholders.

These include the eco-committed Natural Angus beef ranchers Prairie Heritage Beef Producers, production and marketing company Canadian Rangeland Beef and Bison Inc, Halal-certified meat, value-added meat processor Aliya's Foods Ltd, and Halal meat marketing and distribution company The Meat Grinder.

rairie-Heritage Beef has united families with the ambition of connecting the multi-generational ranch gates to the consumers' plates, with its eco-commitment stemming from long-term visions to the sustainable management of land and water resources.

Another of its shareholders Lilydale Inc, established in 1940, currently has more than 2700 employees, seven manufacturing facilities and four hatcheries across Canada and is one of the country's biggest poultry processors, with hundreds of products sold at major retailers and foodservice outlets.

"Our customers will appreciate that our Angus beef is sustainably produced from a partnership of eco-committed Canadian ranch families. All our Canadian Rangeland Bison products are hormone- and antibiotic-free and consumers will be pleased to know that Buffalo is a red meat that is lower in calories, cholesterol and contains almost a quarter of the level of fats found in other red meats," Kandil said.

West Central Alberta-based Canadian Rangeland Beef and Bison Inc has capitalised on the health credentials of Buffalo by developing a line of more forty products, with its brand known to guarantee quality, consistency and traceability.

Guests of honour for the grand opening included the Honourable Ron Steven, Deputy Premier and Minister of International and Intergovernmental Relations, Province of Alberta, who admitted "we are working hard to continue to strengthen our existing trade relationships with the UAE and build new relationships in areas where these opportunities exist here, such as the growing Halal foodstuffs market".

"The range of products that Prairie Halal Foods will be bringing to this region is indicative of the high quality and rigorous standards that Canadian food manufacturers set," he added.

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