We are on our way to become a regional brand and by 2020 we will be present in all GCC countries. We have diversified in line with the ever evolving demand of the consumer. Over the years, we have kept up our investment in the facility’s infrastructure and cattle stock in line with the market demand.
We are investing a lot of money in the research, and we call in the best experts to support us developing the best products and answer the needs of the market. The tempo of life is changing, people have less time, but want to look younger, live longer, be more productive. Hence, the innovation and finding new ways to answer consumer needs are the biggest success factor in the industry, as you have to keep track with the ever rapid changes. We came up with functional products such as Super Milk, Nutree Boost, Vitamin D milk. We were also the first company to introduce the family size of 2 liters, 3 liters and a gallon, as we saw those packing sizes answering the needs of the average family size in the UAE. The challenges pushed us to innovate so we introduced the plastic bottles as the first UAE company to do this, which in turn gained us 7% of the dairy market share, and after that the introduction of the juices section helped score profits that balanced the losses made in the dairy. Throughout our journey, we faced many challenges which we never gave up to, instead we stood up and innovated solutions, we moved stronger on in our journey to success, and we stood proud on our achievements. For me, Al Rawabi supplies food to my beloved country and is a lifelong passion and I am proud and glad to push the boundaries to make this entity a jewel in the country’s history.
Together, we have made an incredible journey of success, and more importantly, created a brand that resonates with the Nation’s spirit of excellence. He has attended several leadership programmes, including those hosted by the Wharton School of the University of Pennsylvania, and the American University of Sharjah in Port Management from the World Maritime University in Malmo-Sweden, and was nominated as a visiting scholar – a distinction he still holds. Al Qubaisi believes in continual education and self-development.
He helped the Port acquire numerous quality, safety and environmental certifications and was also nominated internal auditor for the facility. In 2006, Al Qubaisi was again promoted to Assistant Director of the Marine Department at Jebel Ali Port. By 1996 he had received a first class honours degree in Hydrographic Surveying, and in 2002 was promoted to Maritime Captain. By 1992, he had moved to the Dubai Ports Authority as marine pilot, where he was sent to study in Alexandria. Al Qubaisi’s rich and varied career started in 1991 at Dubai Customs. Al Qubaisi sits on other company boards and is the Chairman of Emirates Refreshment Company, Vice Chairman of Emirates Modern Poultry Company (Al Rawdah) and a board member at Aswaaq. He has also been discharging duties as the Operations Director for the Investment Corporation of Dubai, which is the Dubai government’s investment arm. Abdulla Al Qubaisi is the Vice Chairman of Al Rawabi Dairy Company since 2012.
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