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Marmum Dairy: Beverage innovator

Source:ringier Release Date:2013-12-01 407
Food & Beverage
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From beverage production to corporate social awareness, Marmum Dairy takes commitment to the next level

IN THE UAE, consumption of liquid milk has been soaring in recent years, reaching about 210 million litres in 2012, says research firm Alpen Capital (ME) Limited. Because dairy products are a staple for the locals, the introduction of so many healthier options, such as non-fat, lactose-free, fortified, as well as a variety of new flavours, continues to fuel demand. 

One of the more successful innovators in this segment is Marmum Dairy Farm, a subsidiary of Dubai Investments. Based in Dubai, Marmum is also one of the largest dairy farms in the UAE, investing heavily in technology, machinery and stock to ensure that it can easily meet the demands of its customers. Marmum deputy general manager, Waeel Barhaji, talks to Food Manufacturing Journal – the Middle East & Africa about the company’s products, social responsibility efforts and growth strategies.

Marmum Dairy is a known ‘Superbrand’. How did the company earn this status?

“Superbrand” is awarded to a company based on quality, market dominance, longevity, goodwill, customer loyalty, accounting practices, and market acceptance. Marmum has had the Superbrand status for three consecutive years – a positive indication of consumer acceptance of our products. We as a company have also strived to deliver a strong product portfolio and high brand awareness and credibility whilst undertaking strong corporate social responsibility programmes.

What beverages does the company offer?

Marmum offers fresh milk and yoghurt in full cream, low fat and skimmed varieties, flavoured milk, Proactiv Laban, Laban Cool in cumin, methi [fenugreek], natural and cucumber flavours, fruit yoghurt, and juices. Marmum caters to the needs of a large market sector, from toddlers to adults.

Are these available only in the UAE?

Our products are made available in more than 3,000 outlets across the UAE. All emirates hold significance within the country but the highest potential market is Dubai followed by Sharjah, Abu Dhabi, Al Ain and the Northern Emirates. Marmum has its headquarters in Dubai with distribution hubs in Abu Dhabi and Ras Al Khaimah. It has about 350+employees.

What is the company’s annual production output and capacity?

Marmum has about 3,500 cows producing 14 to 15 million litres of milk per annum. Our plant has the capacity to produce up to 30 million litres of milk /juices. With the increase in demand for our products and with new products in the pipeline, expansion is on the cards, and will involve having an additional 600 cows in the farm. Marmum is also co-packing milk for Nadec which it sells in the UAE.

You’ve mentioned that new products are in the pipeline. Which ones are you planning to release in the near future?

The company aims to introduce Proactiv Laban in low fat, fruit yoghurt in light category, Premium Laban and additional flavours of fruit juices. It also plans to get fresh cream and labneh into the market. We have always invested significantly in our efforts to improve, the look, feel and taste of our products whilst also ensuring that our products are easily and widely available across the country.

Please tell us more about your R&D efforts.

Marmum has a Research & Development Committee. As a company, we conduct extensive market reAir Max Flair KPU

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