Photos: Al Dahra
Al Dahra’s fresh produce business is in constant growth. The past few years have seen the group invest in technology, build new facilities, expand its cultivation, optimise all of its processes and enter new markets.
“We provide a premium end-to-end service to our customers in our home country, the UAE, and around the world,” said Tarek Bedir, chief commercial officer of Al Dahra’s food division. Following the success of the packing lines in Egypt installed in 2019, Al Dahra’s fresh produce team has taken the same approach in Serbia to develop a state-of-the-art grading and packing line for apples. The plant is equipped with a Maf Roda sizer, the latest grading and sorting technology from Globalscan and an organic waxing line. The objective with this development is to increase market share in the UAE and penetrate new markets such as India, Malaysia, and Hong Kong.
New citrus varieties
In recent years, Al Dahra’s team in Egypt has mainly cultivated, packed and exported Navel oranges. The firm’s constant work to optimise the entire process has helped position its premium brands Solea and Jana in the Asian market. This year the expansion programme has included the cultivation of other citrus fruits such as grapefruits, lemons and mandarins.
Other Egyptian production
5,000 tons of potatoes and 4,000 tons of onions were cultivated this year in Egypt. Al Dahra’s own production is sold locally and also exported to the UAE and Russia.
Dairy farm reconstruction
With the objective of bringing back dairy products that were once a must in every Serbian household, Al Dahra has turned its dairy production line into a cutting-edge facility.
“Food Crowd” e-platform
Al Dahra joined the e-commerce world in July 2020 after only 6 months of planning. The platform is aimed at bringing Al Dahra’s just-harvested products directly to end consumers. A community page has also been created to engage with people and food on a more personal level. The page provides a “shop all ingredients” feature to enhance the customer experience. Food Crowd is currently operational in the UAE, and serves all of the Emirates with same-day deliveries and no extra fees.
New orange juice vending machines
In partnership with Oranfresh, Al Dahra has launched the Solea vending machines project to bring freshly squeezed, 100% natural, orange juice to the UAE population. The machines are replenished on a daily basis with Al Dahra’s own Egyptian Navels and the machines are in line with the strictest sanitisation standards.