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German-Saudi Business Magazine January 2014 Dates Olives Dairy Products Sea Food Food and Agriculture in Saudi Arabia
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Page 1: Food and Agriculture in Saudi Arabia - AHKsaudiarabien.ahk.de/fileadmin/ahk_saudi_arabien/GSBM/GSBM_Janua… · Food and Agriculture in Saudi Arabia. The Delegation of German Industry

German-Saudi Business Magazine January 2014

Dates Olives Dairy ProductsSea Food

Food and Agriculturein Saudi Arabia

Page 2: Food and Agriculture in Saudi Arabia - AHKsaudiarabien.ahk.de/fileadmin/ahk_saudi_arabien/GSBM/GSBM_Janua… · Food and Agriculture in Saudi Arabia. The Delegation of German Industry

The Delegation of German Industry & Commerce for Saudi Arabia and Yemen (AHK Saudi Arabia) has been founded in 1978 by Royal decree under the name of German-Saudi Arabian Liaison Office for Economic Affairs (GESALO). AHK Saudi Arabia is part of the GermanChamber Network and the official German Foreign business promotion. With 120 offices worldwide AHKs offer their experience, connections and services to German and companies of their partner countries. With a staff of 20 employees, AHK Saudi Arabia supports Saudi and German companies with its services. AHKs are closely connected to theChambers of Industry and Commerce (IHKs) in Germany. Together, they represent in total 3.6 million companiesin Germany.

AHK Saudi Arabia is the official representative of German economy in Saudi Arabia. Besides this AHKs are service providers to companies under the brand “DEinternational” AHKs provide services to companies both from Germany and their host countries in order to support their foreign business activities.

HISTORY HISTORY

54

The official representation of the German economy in Saudi Arabia

German - Saudi Business Magazine German - Saudi Business Magazine

AHK Saudi Arabia

German-Saudi Business RelationsGerman-Saudi economic relations have a long tradition. German global players like Siemens or Mercedes-Benz have been active in the Kingdom for more than75 years. The transfer of know-how and technology has also been supported as an expression of political and economic partnership by representatives ofgovernment and economy of both countries. For instance the first President of the Federal Republic of Germany, H.E. Theodor Heuss, met with Saudi Arabia’s H.R.H. King Saud bin Abdulaziz during his term in office. German chancellorslike H.E. Helmut Schmidt or today’s chancellor H.E. Angela Merkel followed

These services include conducting market studies and providing sector information, matchmaking, business consulting, organi-zation and representation of trade shows, issuing business publications, legal information, medical treatment support and vocational training, etc.

AHK Saudi ArabiaMore than 30 years ofexperience

German-Saudi Arabian business relations follow a long tradition In 1978 the Joint German-Saudi Economic Committee composed by representatives of the German Ministry for Economics and the Saudi Ministry of Finance decided to establish a German foreign tradecommission in Saudi Arabia. On August 22nd 1978 was the inauguration of the first office for German–Saudi economic relations, which has been established by Royal Decree. The first years AHK Saudi Arabia shared the office with the German consulate in Riyadh since in 1985 the German embassy moved from Jeddah to Riyadh. First Delegate of German Industry and Commerce in Saudi Arabia

was Dr. Gerhard Fischer (1978-82), who had at that time just one employee his secretary. His successor Marc Landau (1982-86) shaped the name German Saudi Arabian Liaison Office for Economic Affairs and his short form GESALO. From the beginning the office was not just responsible for Saudi Arabia but also for the economic relations to Bahrain, Kuwait, Qatar and Yemen.

Delegate Dieter Mankowski (1986-1991) intensified the work of AHK Saudi Arabia in the Kingdom. As trade fairs are crucial instruments in foreign trade promotion and Germany is the world’s number one venue for organizing international trade fairs it was a logical step to found an own trade fair department.

EstablishingAHK-Services

His successor Dr. Rainer Herret (1991- 1998) put the focus on a second issue, which is of high importance for the bilateral economic relations: With the implementation of a legal department AHK Saudi Arabia was able to assist

German companies regarding legal questions like customs regulations, taxes and the legal framework of launching branches, founding a Joint Venture with a Saudi company or establishing a liaison office. Since then Saudi businessmen are able to get assistance in the visa process for Germany via the AHK office when they are to visit or exhibit on trade fairs or need to travel for business trips. AHK Saudi Arabia acts also as a mediator in cases of commercial disputes between German and Saudi business partners with the aim to solve disputes without harming the long term business relations. Under the lead of Michael Tockuss (1998-2001) AHK Saudi Arabia ameliorated its services for German companies in the region. Since then today’s longest tenured employee, Mohammed Faleel, is in charge for the promotion of business to business development. Due to his knowledge about the market and his connection to Saudi decision makers AHK Saudi Arabia was able to create an infrastructure to provide German companies services like marketinformation, address research, business partner research and the organization of business trips. In the time of Mr. Tockuss

a second branch in Jeddah has been opened to serve the companies based in the former capital. For delegate Manfred Rothgänger (2001-2005) the times were difficult as the Kingdom faced terrorist attacks against governmental institutions as well as foreigners in the country. The Jeddah office had to get closed againdue to the uncertain circumstances.Nevertheless Saudi Arabia recovered and paved its way to participate in the World Trade Organization (WTO), which can be seen as a great success. In the term in office of Delegate Gerd Doepner (2005- 2010) the boom in the United Arab Emirates and the foundation of the German Emirati Joint Council for Industry & Commerce (AHK UAE)led to restructuring the market. Since2009 German business relations with Bahrain, Kuwait and Qatar is organized by AHK UAE.

New Challenges:Andreas Hergenröther

Since October 2010 AndreasHergenröther is the current Delegate of German Industry and Commerce for

Saudi Arabia and Yemen. Under his lead the German-Saudi business relations tightened within one year even more and many projects are on the way deepening these relations. In December 2010 the first German-Saudi Arabia Desk has been established at the Bielefeld Chamber of Industry and Commerce. It functions as an information platform about Saudi Arabia for all German companies. Under the lead of Mr. Hergenröther more than 100 events in Germany and Saudi Arabia have been organized by AHK Saudi Arabia in order to promote German-Saudi business relations. With its services for German and Saudi companies AHK Saudi Arabia is in a key position for the bilateral economic relations. Every businessman, who is interested in doing business in Saudi Arabia or in Germany will find an individual concept of entering the market, promoting its business through trade fairs and find the perfect business partner from the other country.

suit and tried to express Germany’s close relation to Saudi Arabia. AHK Saudi Arabia has been established as a bridge between Germany and Saudi Arabia by Royal Decree in 1978 and in part of the foreign trade promotion system. The foreign trade promotion of Germany has a very unique structure. Beside the economic sections of the embassies and Germany Trade and Invest the AHK network, consisting of theChambers and Delegations of Industry and Commerce abroad, is officially assigned to promote German economic relations outside of Germany. Withthe additional support of the German

AHK Saudi Arabia - www.saudiarabien.ahk.de

Federal Ministry of Economics and Technology this makes AHKs the official representation of German economy abroad.

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German - Saudi Business Magazine

Andreas HergenrötherDelegate of GermanIndustry & Commercefor Saudi Arabia and Yemen

Editorial

Andreas Hergenröther

Dear readers,

Saudi Arabia’s food industry has been transforming over the past decade, with production rising dramatically. The Kingdom is now home to some of the most advanced dairy farms in the world. Fresh milk output has grown by almost75% over the last ten years and milk production will grow another 13% to1.53 million tons by 2014/15. The Kingdom is expected to remain the highest consumer of dairy products in the region. Only 25% of Saudi Arabia’s need for olives is locally produced. Demand is forecast to experience steady growth in coming years, in line with population growth and rising personal incomes. An expected surge in foreign labor will also help boost demand. Saudi Arabia is also the world’s second largest producer of dates and has the biggest date market worldwide. The markets for certified organic products have also been growing rapidly over the past two decades. Growth has mainly been driven by theincreasing health awareness among consumers. In consonance with global trends, Saudi Arabia is seeing a growing consumer demand for healthy and high quality foods. Domestic organic markets are emerging in the Kingdom. However, in search of high quality, healthy products, some segments of Saudi society have shifted their consumption patterns towards imported organic foods. Organic agriculture offers substantial opportunities for German companies. The Kingdom is also the world’s largest barley importer. Of this, Germany provided 16% of barley imports. Like many countries in the Middle East, the Kingdom has been moving to boost its grain imports this year and Saudi Arabia’s corn import prospects are increased by 0.1 million tons to 1.9 million, reflecting higher imports and feed use. Another important segment of Saudi Arabia’s food industry is sea food with caviar farms in the Kingdom’s Eastern Province and one of the world’s largest shrimp farms in the Red Sea. To create a better awareness of the high potential for German companies we would like to present in this current edition the portfolios of some of the major players of the food sector in Saudi Arabia.

1AHK Saudi Arabia - www.saudiarabien.ahk.de

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Editorial

German-Saudi Business Relations

AHK Saudi Arabia

German Ministry of

Trade Fairs

Green Week

Fruit Logistica

Biofach

Saudi Arabia’s Agriculture

Ministry of Agriculture

Council of Saudi Chambers

Dates

National Centre For Palms & Dates

Al Alwani & Memoni Dates

Olives

Al Jouf Olives

Sea Food

National Prawn Co.

Caviar Court

Dairy Food

Almarai

Nadec

Organic Food

Saudi Organic Farming Association

Al Watania Agricultural Company

Herfah Alwatan

Poultry

Fakieh Group

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Contents

Design & Developed by:

In accordance with GESALOwww.fawazadvertising.com

Disclaimer:German–Saudi Business Magazine(GSBM), Issue January 2014

Editor-in-Chief Andreas Hergenröther

Head of Public RelationsChristian Engels

Responsible for PrintingAHK Saudi Arabia © Copyright GSBM 2014. All rights reserved.

No part of this magazine may be reproduced without GSBM’s written permission.The opinions expressed in GSBM do not necessarily reflect the views of the German Delegation of Industry and Commerce forSaudi Arabia and Yemen (AHK Saudi Arabia).GSBM is not responsible for the validity of contents in articles written by external authors.

AHK Saudi Arabia

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Food and Agriculture

Page 5: Food and Agriculture in Saudi Arabia - AHKsaudiarabien.ahk.de/fileadmin/ahk_saudi_arabien/GSBM/GSBM_Janua… · Food and Agriculture in Saudi Arabia. The Delegation of German Industry

The Delegation of German Industry & Commerce for Saudi Arabia and Yemen (AHK Saudi Arabia) has been founded in 1978 by Royal decree under the name of German-Saudi Arabian Liaison Office for Economic Affairs (GESALO). AHK Saudi Arabia is part of the GermanChamber Network and the official German Foreign business promotion. With 120 offices worldwide AHKs offer their experience, connections and services to German and companies of their partner countries. With a staff of 20 employees, AHK Saudi Arabia supports Saudi and German companies with its services. AHKs are closely connected to theChambers of Industry and Commerce (IHKs) in Germany. Together, they represent in total 3.6 million companiesin Germany.

AHK Saudi Arabia is the official representative of German economy in Saudi Arabia. Besides this AHKs are service providers to companies under the brand “DEinternational” AHKs provide services to companies both from Germany and their host countries in order to support their foreign business activities.

HISTORY HISTORY

54

The official representation of the German economy in Saudi Arabia

German - Saudi Business Magazine German - Saudi Business Magazine

AHK Saudi Arabia

German-Saudi Business RelationsGerman-Saudi economic relations have a long tradition. German global players like Siemens or Mercedes-Benz have been active in the Kingdom for more than75 years. The transfer of know-how and technology has also been supported as an expression of political and economic partnership by representatives ofgovernment and economy of both countries. For instance the first President of the Federal Republic of Germany, H.E. Theodor Heuss, met with Saudi Arabia’s H.R.H. King Saud bin Abdulaziz during his term in office. German chancellorslike H.E. Helmut Schmidt or today’s chancellor H.E. Angela Merkel followed

These services include conducting market studies and providing sector information, matchmaking, business consulting, organi-zation and representation of trade shows, issuing business publications, legal information, medical treatment support and vocational training, etc.

AHK Saudi ArabiaMore than 30 years ofexperience

German-Saudi Arabian business relations follow a long tradition In 1978 the Joint German-Saudi Economic Committee composed by representatives of the German Ministry for Economics and the Saudi Ministry of Finance decided to establish a German foreign tradecommission in Saudi Arabia. On August 22nd 1978 was the inauguration of the first office for German–Saudi economic relations, which has been established by Royal Decree. The first years AHK Saudi Arabia shared the office with the German consulate in Riyadh since in 1985 the German embassy moved from Jeddah to Riyadh. First Delegate of German Industry and Commerce in Saudi Arabia

was Dr. Gerhard Fischer (1978-82), who had at that time just one employee his secretary. His successor Marc Landau (1982-86) shaped the name German Saudi Arabian Liaison Office for Economic Affairs and his short form GESALO. From the beginning the office was not just responsible for Saudi Arabia but also for the economic relations to Bahrain, Kuwait, Qatar and Yemen.

Delegate Dieter Mankowski (1986-1991) intensified the work of AHK Saudi Arabia in the Kingdom. As trade fairs are crucial instruments in foreign trade promotion and Germany is the world’s number one venue for organizing international trade fairs it was a logical step to found an own trade fair department.

EstablishingAHK-Services

His successor Dr. Rainer Herret (1991- 1998) put the focus on a second issue, which is of high importance for the bilateral economic relations: With the implementation of a legal department AHK Saudi Arabia was able to assist

German companies regarding legal questions like customs regulations, taxes and the legal framework of launching branches, founding a Joint Venture with a Saudi company or establishing a liaison office. Since then Saudi businessmen are able to get assistance in the visa process for Germany via the AHK office when they are to visit or exhibit on trade fairs or need to travel for business trips. AHK Saudi Arabia acts also as a mediator in cases of commercial disputes between German and Saudi business partners with the aim to solve disputes without harming the long term business relations. Under the lead of Michael Tockuss (1998-2001) AHK Saudi Arabia ameliorated its services for German companies in the region. Since then today’s longest tenured employee, Mohammed Faleel, is in charge for the promotion of business to business development. Due to his knowledge about the market and his connection to Saudi decision makers AHK Saudi Arabia was able to create an infrastructure to provide German companies services like marketinformation, address research, business partner research and the organization of business trips. In the time of Mr. Tockuss

a second branch in Jeddah has been opened to serve the companies based in the former capital. For delegate Manfred Rothgänger (2001-2005) the times were difficult as the Kingdom faced terrorist attacks against governmental institutions as well as foreigners in the country. The Jeddah office had to get closed againdue to the uncertain circumstances.Nevertheless Saudi Arabia recovered and paved its way to participate in the World Trade Organization (WTO), which can be seen as a great success. In the term in office of Delegate Gerd Doepner (2005- 2010) the boom in the United Arab Emirates and the foundation of the German Emirati Joint Council for Industry & Commerce (AHK UAE)led to restructuring the market. Since2009 German business relations with Bahrain, Kuwait and Qatar is organized by AHK UAE.

New Challenges:Andreas Hergenröther

Since October 2010 AndreasHergenröther is the current Delegate of German Industry and Commerce for

Saudi Arabia and Yemen. Under his lead the German-Saudi business relations tightened within one year even more and many projects are on the way deepening these relations. In December 2010 the first German-Saudi Arabia Desk has been established at the Bielefeld Chamber of Industry and Commerce. It functions as an information platform about Saudi Arabia for all German companies. Under the lead of Mr. Hergenröther more than 100 events in Germany and Saudi Arabia have been organized by AHK Saudi Arabia in order to promote German-Saudi business relations. With its services for German and Saudi companies AHK Saudi Arabia is in a key position for the bilateral economic relations. Every businessman, who is interested in doing business in Saudi Arabia or in Germany will find an individual concept of entering the market, promoting its business through trade fairs and find the perfect business partner from the other country.

suit and tried to express Germany’s close relation to Saudi Arabia. AHK Saudi Arabia has been established as a bridge between Germany and Saudi Arabia by Royal Decree in 1978 and in part of the foreign trade promotion system. The foreign trade promotion of Germany has a very unique structure. Beside the economic sections of the embassies and Germany Trade and Invest the AHK network, consisting of theChambers and Delegations of Industry and Commerce abroad, is officially assigned to promote German economic relations outside of Germany. Withthe additional support of the German

AHK Saudi Arabia - www.saudiarabien.ahk.de

Federal Ministry of Economics and Technology this makes AHKs the official representation of German economy abroad.

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The German export promotion program in Saudi Arabia

Germany has a wide range of foodspecialties. The agriculture and food industry is working at the highest level of quality and has a good reputation abroad under the label “Made in Germany”. A dynamically growing world population, changing dietary habits and income developments open the Germanagricultural and food industry to a number of new export opportunities. Worldwide growing and affluent markets need to be developed. Export efforts of German companies have already paid off in the past in Saudi Arabia.

The export promotion program is supported by the German government

The German agricultural and food sector is characterized by small and medium sized enterprises. These companies often do not have the capacity to tap into foreign markets without support. They rely on technical and financial support. With the involvement of foreign trade promotion instruments of the German government and economy, German Ministry of Food and Agriculture (BMEL) has introduced a subsidy program to support the export efforts of German companies. It gives these companies necessary knowledge and relevant business contacts through market studies, information events and business trips. The BMEL can support the activities financially. The Federal office forAgriculture and Food (BLE) coordinates

German Ministry of Food and Agriculture German Ministry of Food and Agriculture

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German - Saudi Business Magazine German - Saudi Business Magazine

the various activities as a promoterfor the BMEL. BLE advises and supports the applicants, prepares the decisionsand supports the implementationof the measures.

Business and information events

Comprehensive information onconsumption habits, culturalcharacteristics, legal requirements,marketing structures and the general impact of competition in the target market as well as detailed information about German products are important for a new market entrance. For this, the export promotion program offers specialinformation events. These are intensive, half-day seminars, which promote the exchange and networking of technical information and expertise. The BLE charges a service provider for theorganization of seminars for 20 to 100 participants from different areas of the value chain: local buyers, retailers, bulk consumers, market intermediaries,importers, distributors, representatives of companies in the agricultural and food industry based in Germany, catering companies as well as trade associations and government organizations of the target market.

BMEL offers multi-day business trips to get to know the local economy. These are trips for at least 4 to maximum 8 company representatives, which have been fully informed about a certain foreign market and are planning to meet qualified and individually with potential business

partners. The target is the initial business contact between German visitors and foreign companies.

BMEL takes over the costs for theorganization of the information events and business trips, example for the provided information, speakers as well as the targeted distribution of business partners. The company only bears the travel costs.

Export Promotion toSaudi Arabia

A long breath is often required to build business relationships and many examples show that it is worth the effort.

In the past, there were a varietyof projects in Saudi Arabia and theUnited Arab Emirates. In a business trip of the general food industry in 2012, which was organized by the Delegation of German Industry & Commerce inSaudi Arabia, five company representatives in the confectionery, beverage andagricultural processing industry received an introduction to the culturalcharacteristics, market and competitive conditions as well as marketopportunities of their products in Riyadh. Furthermore, the German entrepreneur established lasting contacts with influentialmultipliers of the growth market ofSaudi Arabia. First successes havealready been achieved on site through the personal encounter with the Saudidecision makers.

AHK Saudi Arabia - www.saudiarabien.ahk.de

German Ministryof Food and Agriculture(BMEL)

In addition, the BMEL has already funded three information events to German confectionery and German meat industry in the United Arab Emirates, which was organized by the local Chamber of Commerce.

What happens in 2014?

Two seminars are planned to the German confectionery industry has planed two seminars in Saudi Arabia and the United Arab Emirates by 2014. Furthermore, the BMEL supports two business trips to Saudi Arabia and Kuwait for the poultry meat and genetics industries as well as for general food industry.

An entire overview for theinterested companies is offeredon the Internet at www.agrarexportfoerderung.de. When

they express their interest in individual offers, they will get further information.In addition, the German Agencyfor Agriculture and Food ([email protected]) and the German Department of Agriculture ([email protected]) are available as contact persons.

The BLE

The German Agency for Agriculture and Food (BLE) is the central implementation authority in the business area of the German Ministry of Food, Agriculture and Consumer Protection (BMEL). The range of tasks is versatile: The BLE recognized by the EU as a marketregulating agency and implements the safety net of support measures for Germany and contributes to the stability of important agricultural products. To

ensure high product quality, the BLE check the quality of fruits and vegetables during the import and re-export. They also grant import and export licenses for agricultural products and prepare numer-ous statistics on the agricultural and food sector in Germany and the EU for policy making. BLE operates with approximately 1,200 employees as a networker in the area of research funding, both nationally and across the EU. The headquarters of the BLE is in Bonn, outsourced departments and branch offices are in Hamburg, Weimar and Munich.

www.ble.de

Bundesministeriumfür Ernährungund Landwirtschaft

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Established in 1926, International Green Week (IGW) is taking place for the 79th time in 2014. The IGW is a one-of-a-kind international exhibition for the food, agricultural and horticultural industries. At the same time, the IGW is the point of origin for the Global Forum for Foodand Agriculture (GFFA) with morethan 80 departmental ministers. Producers from all over the world come toIGW to test market food and luxuryitems and reinforce their brand image. Following consumer trends, regional sourcing plays an increasingly important

Green Week Green Week

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German - Saudi Business Magazine German - Saudi Business Magazine

role. Renewable resources, organicagricultural and products, Fair Trade, rural development and gardening continue to gain importance at International Green Week. The IGW also features commercial and non-commercial agricultural,forestry, and landscaping exhibits.Changing annual themes typically include such topics as renewable resources or scientific livestock breeding andproduction. These trade show elements are of particular interest to those involved in the developing markets of central andEastern Europe.

The IGW features a vast selectionof products like International foodsand luxury items, Meats and sausages, Seafood, Teas, herbs and spices,Agricultural and horticultural machinery and equipment, Seeds, Greenhousesand gardening supplies, Breedingstock, Pets, Hunting and fishingsupplies, Kitchen appliances andfixtures and household items.Additional information is availableat the official foreign and Germanexhibitor stands.

AHK Saudi Arabia - www.saudiarabien.ahk.de

Green WeekThe 79th International Green Week exhibition

will take place in Berlin from 17 – 26 January 2014

407,000 visitors were present in 2013, consumers from Germany andneighboring countries. The visitors are all food industry representatives like Whole-salers, Retailers, Caterers, agricultural importers, Agriculture, forestry,horticulture, and fishing experts,Agricultural policy and administration experts, trade and popular mediajournalists (4,800 from 70 countries). The IGW was covered in 15,000 newspaper and trade journal reports in Germany as well as in 390 telecasts and more than 1,500 radio reports.

The IGW supporting program was extremely comprehensive with more than 300 forums, seminars, conferences and committee meetings. Many of the events sponsored by agricultural and food industry commissions extend over a period of several days. Professional events: Highlights included the 6th International Agricultural Ministers’ Conference in conjunction with Berlin's 5th Agricultural Ministers’ Summit. The biggest events were the 5th International Agricultural and Food Industry Forum, the 6th Future Forum for Rural Development and the Biofuel Congress. In terms of agricultural policy, the importance of the exhibition is clearly demonstrated by the presence of 200 foreign ministers and state secretaries in addition to prime ministers, ministers and state secretaries from Germany. The Fresh Meat Forum professional seminar will once again focus on the latest industry issues next year.

Organizer:

Messe Berlin GmbH, Messedamm 22,14055 Berlin, GERMANYProject Manager: Mr Lars Jaeger, Phone: +49 (0)30 3038 2026 or +49 (0)30 3038 2027Fax: +49 (0)30 3038 2019,E-Mail: [email protected]

Thematic sponsors:Deutscher Bauernverband (DBV)Bundesvereinigung der DeutschenErnährungsindustrie (BVE)

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Fruit Logistica once again underlines its status as innovative springboard for the international fresh produce trade. “Future Lab”, a new series of events, will present products, projects and solutions that can enhance the fruit and vegetable industry with innovations in the coming years, or contribute significantly to optimisation along the value chain.

“As organisers, we see the wide-ranging developments in fresh produce industry and how certain sectors are changing in response to new challenges. Our Future Lab offers the industry a forum where the latest developments can be presented, discussed and thought through. These projects presented at FRUIT LOGIS-TICA can potentially have a significant impact on the medium-term development of the fresh produce sector,” says Gérald Lamusse, FRUIT LOGISTICA Global Brand Manager.

On all three exhibition days, FRUIT LOGISTICA 2014 visitors can look forward to a series of fascinating half-hour sessions covering innovative topics ranging from a “Quantum leap in lettuce breeding”, to “Information superhighway for fruits & vegetables” and “Fighting Black Sigatoka”.

Along with a complete market overview of all products and services across theentire fresh produce value chain, FRUIT LOGISTICA (5-7 February 2014) offers a top-notch conference programme.

Fruit Logistica

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German - Saudi Business Magazine

A series of conferences, seminars and panel discussions aims to keep FRUIT LOGISTICA trade visitors informed about the latest industry issues, challenges and trends. Taking place on the day before the trade fair opens (4 February), the 33rd

Fresh Produce Forum at the ICC Berlin focuses on the theme: “Convincing the consumer emotion at the point of sale”.

The programme of events for thefollowing three days includes sevenHall Forums. Organised by FRUCH-THANDEL MAGAZIN (Dusseldorf), the lectures presented in the Hall Forum (Entrance Kleiner Stern, between Halls 18 and 11.2) include the following themes: “Competence in trade how to impress your customers”, “Water scarce, valuable, indispensible” (5 February 2014),“Tomatoes international production and consumption”, “Russia the impact of WTO membership” and “IFS Standards News for the fruit & vegetable sector”(6th February 2014), “Sustainability appearance and reality” and “Innovation and the fruit trade adding value to the supply chain” (7th February 2014).

All events will be simultaneously translated into German, English, French, Italian and Spanish.

Fruit Logistica“Future Lab” spotlights tomorrow’strends-today

Partner country

Press contact:Messe Berlin GmbHMichael T. HoferDirector, Corporate Pressand Public Relations

Susanne TschenischPress OfficerMessedamm 2214055 BerlinTel.: +4930 3038-2295Fax: +4930 [email protected]

Executive Board: Dr. Christian Göke (CEO),Ingrid MaaßChairman of the Supervisory Board:Hans-Joachim KampCommercial Registry: CharlottenburgAdmin. Court, entry no. HRB 5484 B

For further information:www.fruitlogistica.com

Additional information:www.fruitlogistica.comwww.messe-berlin.com

FAWAZ A. BAGHDADIADVERTISING AGENCY

P.O. Box 7301, Riyadh 11462, Kingdom of Saudi ArabiaTel.: +966 11 270 4102 - Fax: +966 11 270 4103

[email protected]

Page 9: Food and Agriculture in Saudi Arabia - AHKsaudiarabien.ahk.de/fileadmin/ahk_saudi_arabien/GSBM/GSBM_Janua… · Food and Agriculture in Saudi Arabia. The Delegation of German Industry

BIOFACH invites the sector to its 25th edition from 12–15 February 2014. The World’s leading Trade Fair for Organic Food has grown up. Over 2,400 exhibitors and more than 40,000 trade buyers are expected again in Nurnberg for the 25th anniversary in 2014. Together withVIVANESS, the International Trade Fair for Natural Personal Care, BIOFACH reflects the whole variety of the global market for organic food and natural cosmetics every year.

The sector and the exhibition take a combined look into the future in 2014 and

Biofach Biofach

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German - Saudi Business Magazine German - Saudi Business Magazine

declare Organic 3.0 as the key theme. Organic 1.0 and 2.0 lie behind the thought leaders, pioneers and a continuously growing global organic sector. But in what direction will this develop in future? What does Organic 3.0, thus tomorrow’s organic agriculture and food industry look like? Inspiring views, ideas and possible answers not only on the three core aspects of the key theme, namely resources, impact and transparency will be on the agenda at BIOFACH in the Exhibition Centre Nuremberg. The key theme of BIOFACH 2014 is designed by the International Federation of Organic Agriculture

Movements (IFOAM) as international patron of the world’s leading exhibition, together with the Bund Ökologische Lebensmittelwirtschaft (BÖLW – German Federation of the Organic Food Industry) as national supporting organization and Nurnberg Messe. The key theme will be a focus at events like the Media Day and at the opening ceremony, but in particular a major aspect of the congress programme.

The worldwide organic varietyThe large global variety of organic products available today makes it all the more important to provide guidance and

AHK Saudi Arabia - www.saudiarabien.ahk.de

BiofachWorld’s leading Trade Fair for OrganicFood celebrates 25th anniversary

present tailor-made offers for traders. The BIOFACH highlights will therefore be regrouped in 2014 to form the following five clusters: Trends & Innovations, Generation Future, Congress, Trade meeting and Worlds of Experience.

Exhibitors and visitors will find Trends & Innovations concentrated on the Novelty Stand, where 474 innovative and inspiring products were to be discovered at the last edition of BIOFACH (571 including the VIVANESS Novelties). New in 2014 is a separate category for vegan food. The visitors will again choose the winner of the Best New Product Award from the products entered for the Novelty Stand. Trend scouts should also not miss the stand for young innovative companies, which are supported by the German Federal Ministry of Economics and Technology (BMWi). This is also an annual treasure trove for future-orientated and stimulating organic products.Generation Future includes the extended Job Market with the group of exhibitors for Training, Work, Prospects and the Careers Centre. The Organic Food Research Award is also part of this cluster. The BIOFACH and VIVANESS Congress is being reorganized for 2014.

The important aims of the reorganization are a stronger emphasis and focus on the individual themes and forums, a reduction to some 70 individual events and even more variety and inspiration. The trade meeting forms the central communication location for the German specialist trade. This is particularly characteristic for the German sector and its pioneering era and continues to represent a powerful organic sales channel in the home country of BIOFACH. There are five Worlds of Experience to discover at BIOFACH 2014. Experience the World of Cheese celebrated its premiere in February 2013. The successful concept will now be extended and applied to Olive Oil, Wine, Fish and Coffee at the next event, where traders can gather sound practical informa-tion about the respective range of products from recognized experts, try out

the products and obtain inspiration for their own shop. The experience and enjoyment is provided by the following components: presentations with tasting, workshops and information transfer in dialogue with the culinary connoisseurs, the real range experts.

About BIOFACH BIOFACH, the World’s leading Trade Fair for Organic Food, is distinguished by its vigour, internationality and innovative power. Together with VIVANESS, the International Trade Fair for Natural Personal Care, it attracts around 2,400 exhibitors more than two-thirds of them from abroad and more than 40,000 trade

visitors from approx. 130 countries in the world to Nurnberg every year in February. Under the patronage of IFOAM (International Federation of Organic Agriculture Movements) and with BÖLW (German Federation of the Organic Food Industry) as national supporting organiza-tion, BIOFACH guarantees the constantly high quality of the products on display through strict admission criteria. BIOFACH is present throughout the world with its own events in Japan, the United States, South America, Chinaand India.

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Over the past decades, the agricultural development in the Kingdom of Saudi Arabia has drastically improved. Although Saudi Arabia is widely thought of as a desert, it has regions where the climate has favored agriculture. The government in particular has aided with this process by converting large areas of desert into agricultural fields. By implementing major irrigation projects and adopting large scale

Saudi Arabia’s Agriculture Saudi Arabia’s Agriculture

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mechanization, this has progressed in developing agriculture in Saudi Arabia, adding previously barren areas to the stock of cultivatable land.

Today, agriculture in Saudi Arabia is focused on the export of wheat, dates, dairy products, eggs, fish, poultry, fruits, vegetables and flowers to markets around the world. The government of the nation

is heavily involved in the agriculture industry, and the ministry of agriculture is primarily responsible for the agricultural policies in the nation. The private sector as well plays a role in the nation, as the government offers long-term interest free loans, along with low-cost water, fuel, electricity and duty-free imports of raw materials and machinery.

During the 1970s and 1980s, thegovernment undertook a massiverestructuring of agriculture inSaudi Arabia. The stated objectives were food security through self-sufficiency and improvement of rural incomes. Although successful in raising domestic output of several important crops and foodstuffs through the introduction of modern agricultural techniques, the agricultural development program has not entirely achieved these objectives. In regard to self-sufficiency, the kingdom produced a limited surplus, sufficient to export some quantities of food. However, if the entire production process were considered, the import of fertilizers, equipment, and labor have made the Kingdom even more dependent on foreign inputs to bring food to the average Saudi household.

Two patterns of income distribution emerged: traditional agricultural regions did not benefit from the development program and the government's financial

AHK Saudi Arabia - www.saudiarabien.ahk.de

support led to the establishment of large-scale agricultural production units. Some of these were managed and operated by foreign entities and owned by wealthy individuals and large businesses. From an environmental viewpoint, the program had a less than satisfactory impact. Not only has it caused a serious drain on the kingdom's water resources, drawing mainly from non-renewable aquifers, but it has also required the use of massive amounts of chemical fertilizers to boost yields. In 1992 Saudi agricultural strategy was only sustainable as long as the

government maintained a high level of direct and indirect subsidies, a drain on its budget and external accounts.

The contribution of agriculture to the Gross Domestic Product (GDP) in 1984 was 3.3%. In 2001, it increased to 5.1%, but it was due to decline in oil revenues.

Saudi Arabia’sAgricultureThe Agriculture of Saudi Arabiais steadily improving and increasing

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In 2005, the total area of the Ministry's national parks reached 506.000 hectares. It is worth mentioning that the Ministry has set up plans to develop areas with unique environmental characteristics in a step to make them able to be converted to national parks with economical and social feasibility. The Ministry undertook an approach towards the involvement of the private sector in an effort to rehabilitate the natural resources and contribute to the

Ministry of Agriculture Ministry of Agriculture

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conservation of environment through specifying certain locations as parks, as well as some of range and forest wastelands for investment. This would naturally be according to the conditions and technical specifications of Range and Forest in cooperation with the Supreme Commission for Tourism. Recognizing the importance of the positive role of the agricultural extension and othersupporting services in the development

and protection of agricultural production, the Ministry of Agriculture constantly offered free of charge supporting services, human resources development, pest control, veterinary and quarantine services. For this purpose, the Ministry, with support from the Government, established an integrated network of agricultural directorates and branchesin all rural and urban areas.Awareness programs were introduced

to farmers through television, radio, newspapers, booklets and brochures, to furnish them with up to date information. Moreover, pilot farms were founded to train, guide and advise farmers onagricultural practices so that they adopt cultivation of rewarding crops. In addition, the agricultural research and development centers all over the Kingdom were founded to carry out experiments, resolve agricultural problems and obstacles that face framers and determine the suitable crops to the Kingdom’s climate conditions.

Other research centers established are fisheries research centers, locust’s research centers and genetics research center. The

AHK Saudi Arabia - www.saudiarabien.ahk.de

Government’s continuous support and encouragement to the private sector to invest in the field of agriculture using modern technologies had a tremendous outcome in the comprehensive agriculture development under the guidance of the custodian of the two Holy Mosques and Crown Prince.

The cultivated area increased from 15.000 hectares in the year 1975 to reach1.1 million hectares in the year 2005. As a result, the Kingdom reached self sufficiency levels in many agricultural products such as wheat, dates, table eggs and fresh milk. Also, it attained high levels of self sufficiency in some otheragricultural commodities such as

vegetables (85%), fruits (65%), red meat (36%), fish (43%) and poultry (55%). Consequently, this was reflected on the nutritive standards of citizens andexpatriates reaching daily per capital consumption about 87 gram protein, 76 gram fat and 3015 calories, comparable to worldwide per capita. The outcome of agricultural development went beyond social matters to extent to develop rural areas, offer rural inhibitors stability, and improve medical and educational care for them.

In the current phase, the Kingdomencourages diversification of agricultural products, investment in agricultural industry, manufacturing of machinery and equipment that are suitable to the Kingdom’s environmental andweather conditions. Also it encourages manufacturing the inputs of agricultural products, improved seeds, fertilizers, pesticides etc.

Ministry ofAgricultureSaudi Arabia’s cultivated area reached1.1 million hectares in the year 2005

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Vision:

To have a notable role in the development of the national economy through the cooperation and coordination with the Chambers of Commerce and Industry, the business sector and all relevant entities in accordance with the general directions of the Kingdom of Saudi Arabia.

Mission:

The Council cooperates closely with the Saudi Chambers of Commerce and Industry and assists in the protection, preservation and development of the business sector in the Saudi Arabia. It acts as a leading partner in the nation’sdevelopment process, and helps preserve its human and financial resources as per the Islamic values.

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Strategic Objectives:

1. Support the national development programs.2. Participate with the executive government authorities in preparing regulations and policies related to the business sector.3. Enhance the business sector participation in the economic and social development.4. Follow-up and monitor all internal and external economic changes.5. Develop and promote exports specifically, in addition to external trade in general.6. Participate in improving the investment climate.7. Develop the small and medium size enterprise sector.

8. Participate in the Saudization of labor force in the business sector.9. Develop the external economic relations and enhance commercial partnership with friendly countries.10. Enhance the relations between the Council and the Chambers in addition to the relation between the Chambers themselves.11. Represent the Saudi business sector in the international arena. 12. Activating the exercise of social responsibility of Saudi Chambers and all business sectors in the Kingdom.13. Contribute to the development of existing industries in Saudi Arabia and to facilitate the setting up of industries which support it.14. Work to improve the image of entrepreneurs in society and the media constantly.

Council of Saudi ChambersCouncil of Saudi Chambers act as a leading partnerin the national development process

Al Safi Dairy CompanyP.O. Box 1608, Al-Kharj 11942, Kingdom of Saudi Arabia

E-Mail: [email protected]. +96611 5471111, Fax +96611 [email protected] Tel. +96611 2439010

FROM DESERT TO DAIRY ... A DREAM COME TRUEJust thirty years back we set out to establish a dairy farm in the harsh environment of the Saudi Arabian desert. Our vision was to provide the people with a sustainable domestic fresh and healthy dairy products. With our dedication and hard work and by applying the most professional farm management practices, Al Safi grown to become the largest integrated dairy farm in the world and one of the largest consumers of Feed ingredients. We have successfully utilized the most advanced technology in all areas of operations. We are recognized with the few unique lowest carbon emission per liter of production facilities anywhere in the world. Our herd of carefully selected breed Holstein, Friesians are given the best possible care, feeding, treatment, and rewarded our Farm with one of the highest milk producing cows around the globe.

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Saudi Arabia is the home land of the Date Palm Tree and the date is considered to be one of the most important national products in Saudi Arabia. The Kingdom is the largest consumer of dates, because the fruit is part of their heritage. There are more than 50 date-processing plants in the kingdom which process large amounts of the product. Right now is Saudi Arabia the second largest producer of dates in the world. Saudi Arabian date fruit is well known for its deliciousness. There are more than 300 types of dates in Saudi

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Arabia with each having its own different taste and texture. Around 35 date varieties of various qualities are produced in the country and the date market generates billions of USD annually.

More than 20 million date palms covering more than 150,000 hectares in the kingdom. Date production, estimated at 1.1 million tons each year, accountsfor around 72% of the country's total agricultural output. Regions like al-Qassim and al-Ahsa are the most productive date

regions in the kingdom and famed for producing the finest varieties in the world. Al-Qassim region (North West of Saudi Arabia) alone has more than 6 million palm trees planted and produce more than 200,000 tons of dates per year. The date industry has a solid infrastructure in this region, including large refrigerated warehouses built to the latest international standards. There is still a gap in date processing as the market needs additional processing, packing and packaging plants and facilities. Conventional date cultivation

AHK Saudi Arabia - www.saudiarabien.ahk.de

DatesThe Kingdom has the world’s highestnumber of date palm trees

Dates Dates

and production methods can still be improved on with the level of available technology and make it more competitive in global markets.

Projects are started to evaluate the current date factories, improve and develop the date industry in the areas of adding value to date processing new products and by-products from low quality or wasted date. The Date Palm Research Centre in al-Ahsa could play a leading role in the improving of the product quality by introducing new cultivation techniques and intensive mechanization in the various stages of cultivation, production and processing. Furthermore, The Plant Production Department recognizes the importance of date palm trees since the establishment of the College of Food and Agricultural Sciences by emphasizing both education and research work on date palms. The dates contain most ofthe nutrients a body needs, fromcarbohydrates and proteins to vitamins and minerals. Dates can be preserved for

one year without losing their nutritional value, revealed a study conducted by King Abdulaziz City for Science and Technol-ogy (KACST). KACST study was to find ways to preserve surplus dates without losing their original quality. Date palms have long been cultivated in Saudi Arabia. The date palm cultivation is expanding and date production largely contributes to the agricultural economy of Saudi Arabia. The date palm research unit aims at promoting date palm agriculture through education, research and extension. According to the study, dates can be effectively frozen during the first nine months from the date of production. Some studies showed that the Kingdom occupies first place in the world in terms of the average per-capita consumption of dates per year. In addition, it is also important to create a scientific database documenting palm diseases and pest management programs.

There is large potential on exports in view of increasing cultivation and surplus date production in the Kingdom. At present is

a clear disparity in the volume of exports, with Gulf countries accounting for about 46% of the Kingdoms total date exports, while exports to western markets do not exceed 4%, mainly to France, Germany and India.

In the Al-Qassim region an International Date Festival is held annually and it could be transformed into a bigger international exchange for date trading, taking advantage of dozens of varieties on display and the festival's high turnout. The amount of the sold dates in the festival is expected to exceed 250 million USD in 2013. Last year the festival’s sales reached to 213 million USD. This initiative is part of a broader government push to lower dependency on oil and build up industries. The festival attracts clients from around the world and new market could be exploited.

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The palm and dates sector is considered one of the most important sectors that have a profound impact on the economic, social, and cultural development in the Kingdom of Saudi Arabia. On an economic level, the Kingdom annually produces nearly one million tons of various types of dates from more than

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twenty-three million trees distributed in various regions of the Kingdom, and this represents a significant income and real wealth for many producers of dates. At the social level, a large number of Saudi citizens and their families work in this sector and therefore caring for and produc-ing Dates and Date Palms Provides a

stable income for them. And on the cultural side, there has always been a close link between the people of the Kingdom and the Date Palm, where the tree is a symbol for the identity of this country.

The government on his Majesty recognizes the importance of this sector and has

AHK Saudi Arabia - www.saudiarabien.ahk.de

National Centre For Palms & Dates National Centre For Palms & Dates

therefore, by order of Royal Decree no. (42649) on August 29th 2011, based on findings of the research and studies done by a committee represented by the Council of Saudi Chambers and the Ministry of Agriculture established the National Center for Palms & Dates (NCPD) that aims to strengthen the support forproduction of dates and date products by

reorganizing the date industry in the Kingdom of Saudi Arabia. Focusing on the highest of industrial standards and quality control, and the encouragement of creativity and innovation in production and processing we intend to create a strong and sustainable industry that will be an important part of our economy for years to come.

One of our main strategies this year is to focus on the international marketing of Saudi dates abroad, and one of our goals is to provide the opportunity for Saudi Date producers to participate in international food exhibitions around the world. This will give them great feedback on how to market their products from the types of packaging and types of dates that are most desirable in the international market.

International Green Week in Berlin will be the third exhibition that the National Center for Palms & Dates has participated in Germany this year. We have participated in Fruit Logistica 2013, Anuga 2013, and hopefully Fruit Logistica 2014.

National CentreFor Palms & Dates (NCPD)NCPD aims to strengthen the support forproduction of dates and date products

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Dates are a wonderful fruit with a best nutritional facts containg verity ofMinerals, Vitamins etc, above all a perfectly Organic Food.

Our Organic farming area consists of 1.5 million meter square in the province of Madinah, producing a wide range of dates. We have a wide range of subsidiary products which includes Dates filled:

• Chocolate• Pastries• Cookies• and Muffins etc.

The processing, packing and packaging is done in the highest hygiene standards within the factory which is located inAl Khumra Indusial City, Jeddah. We have a specialized creative heads dedicatedly managing the process of developing the packaging according to international standards, and innovating new products, patterns and designs that promotes the hospitality of the Arabian Heritage.

We are proudly serving our customers through our showrooms allocated in different location as well as 50 points of sales throughout Saudi Arabia which includes hyper markets, airport retail shops, etc. We export our products to United Kingdom and France. We have targeted prominent locations in almost all GCC counties for the year 2010.

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The greatest reasons for Alwani Memoni to start up dates processing is due to numerous facts mentioned below:

Dates contains calcium, sulfur, iron, potassium, phosphorus, manganese, copper, magnesium, volatile oils, vitamin B6 & other Vitamins, folic acid, proteins, sugar, and are rich in natural fibers which contribute to a healthy body and mind. Hence consumption of dates has a great benefit which are as follows:

Prevents CancerModern Medicine has shown that they are effective in preventing abdominal cancer.

ObesityThe wide variety of nutritious elements in date makes it hunger-resistive and reduces food consumption.

Child BirthEating dates eases the pain of childbirth, helps produce milk for nursing mothers AHK Saudi Arabia - www.saudiarabien.ahk.de

Al Alwani & Memoni Dates Al Alwani & Memoni Dates

and also prevent blood loss after childbirth.

BonesCalcium is important for strong bones and dates are rich in calcium.

Intestinal DisturbancesDates contain an antidotal potency which restrains and kills the growth of intestinal worms and other parasites.

ConstipationThe roughage provided by dates stimulates sluggish bowls. Dates should be immersed in water at night and taken after making them into fine syrup the next morning to secure laxative effect.

Improves EyesightDates are important in maintaining good vision and are effective in guarding against night-blindness.

Sexual DisabilityDates mixed with milk and honey can be used as a tonic for the treatment of sexual

disturbances for both sexes and also strengthens the body and raises its energy levels.

Remedy for Liverand InflammationsDates provide a best remedy for lever and purge it from toxins. Breaking fast with dates is once of the most magnificent of natural remedies for the maintenance and purging the lever from accumulated toxins. In the form of an infusion, decoction, syrup or paste, is administered as a treatment for sore throat, colds, bronchial catarrh. It is taken to relieve fever, cystitis, gonorrhea, edema, liver and abdominal troubles.

Jeddah-based Al-Alwani Memoni Dates and Chocolate Processing Factory recently took part in the Emirates International Date Palm Festival at the Abu Dhabi National Exhibition Centre (ADNEC).

The event celebrates the prominent date fruit and showcases the pride and joy of Emirati tradition.

Prince Sultan bin Salman, President of Saudi Commission for Tourism and Antiquities (SCTA), visited the Alwani Memoni Dates stall at the exhibition.

Exhibitors at the Alwani Memoni dates were impressed with the platform that was provided to showcase a wide range such as Ajwa with nuts cardamom, honey, saffron and many other different varieties of dates and products.

Ubaid Al-Memoni, director of Al-Alwani Memoni Dates, thanked Prince Sultan for visiting the Alwani Memoni Dates stall.

He also thanked Prince Sultan for his significant contribution to SCTA’sachievements.

The Date Palm Festival provided the appropriate mix of family entertainment and business opportunities to create an exciting event and looks forward to having an even bigger family festival in 2012, said Al-Memoni.

Al Alwani& Memoni DatesOne of the leading producers of datesin the Kingdom of Saudi Arabia

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Only 25% of Saudi Arabia’s need for olives is locally produced, said Garman Al-Omari, an olive plant owner in Tabuk. Al-Omari, an expert in olive farming, said there are more than 30 kinds of olives. “Tabuk is famous for its olive crops,”he said. The best time to pick olives is between October and December. “The best way to pick olives is by hand to ensure a good yield from the tree in the next season,” he explained. The best olive oil comes when the farmer takes the olives directly to the pressing phase without any delay, said Al-Omari. “Any storage process of the oil will increase the oxidization level which directly affects the taste and acid

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levels in the oil,” he said. The method used to extract oil from olives is very important, explained Al-Omari. “The hot method for squeezing olives produces large quantities of oil on the expense of quality.” The cold method maximizes the quality of the oil, and its nutrition value is maintained, but the quantity is smaller. Furthermore, he said there is a research center specializing in olives in Jouf. An FAO (UN’s Food and Agriculture Organization) expert visits the Kingdom regularly to give courses and directions to farmers. “Unfortunately, Tabuk lacks such a center,” said Al-Omari. The leftovers of the pressing process to extract olive oil are used as fuel in Europe

and Jordan, in addition to the use of the oil in soap manufacturing. Olives, olive trees and wood, and their leftovers are used in animal feedstock, fertilizer and wood works.

Saudi Arabia has one of the world's high quality organic olive oil production & the two famous companies are Watania & Al Jouf. Al Jouf is located in the north-western part of Saudi Arabia and is deeply rooted in history and dates back more than 4,000 years. It enjoys one of the most unique, post-Islamic historical positions in Saudi Arabia outside of the two holy cities. Al Jouf was a confluence for various

AHK Saudi Arabia - www.saudiarabien.ahk.de

Olives Olives

cultures and successive civilizations. This had given it a unique character, rich in the arts, folklore and dialects. The area is rich in both geographic and geological diversity and its lands are some of the most fertile in the Kingdom. Prince Fahd Bin Badrhas been playing a pioneering role in catapulting the stature of Al Jouf to regional and international arenas through relentless efforts to optimize utilization of its tourism potential as well as the fertility of the soil, especially for growing olives. There are more than 13 million olive trees in the region and more trees are being planted. Al Jouf contributes some 5,000 tones of olive oil and 2,700 tones of table olive to the global olive market. An olive city named Al Zaytoun is also being built in Al Jouf. Al Nasser who is also the president of the organizing committee of

the Olive Festival, expected that the oasis would attract investments worth 500 million Riyals.

Al Jouf is home to some of the most important archaeological sites in the world. They tell a crucial part of the story of human development, both in the pre-and post-Islamic periods. Al Jouf isSaudi Arabia’s northern gateway linking Syria and Iraq with the Arabian Peninsula. It is part of the cradle of the Nabatean and Assyrian civilizations. Dumat Al Jandal, the main oasis in the region, is one of the earliest recorded settlements in Arabia. Archaeological monuments in the Region included Marid Fortress, which dates back to 2000 BC, Al Hamra Palace and Al Ablaq Palace. Queen Zenobea, the ruler of Palmyra, was defeated here in 272 AD,

mainly by the solid castle walls. This carefully restored castle still keeps watch over Dumat Al Jandal. For thousands of years some of the finest olives in the world have been grown in Al Jouf and the local economy still relies heavily on agriculture. It is a fertile oasis yield fruit, vegetables and a uniquely flavored olive.

Precise lines of carefully tended trees march across sandy hills, watered by the same aquifer which nourished the ancient farms that sustained the region’s earliest dwellers. Now circles of modernagriculture also dot the desert in a vibrant green geometry.

More than 13 million olive treesare in the region

Olives

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Al Jouf Agricultural Development Co. (JADCO) is a Saudi Joint stock company, established in 1988 and registered in Sakka - Al Jouf city, with a fully paid capital of 200 million Saudi riyals. The project of the company is located at Busaita – Wadi Alsarhan - Al Jouf district in the northern region of Saudi Arabia. The Total area of the project is 60,000 hectares of fertile soil, abundant underground water reservoir and favorable climatic conditions which suit the cultivation of almost all crops such as wheat, barley, maize, fodder crops, potatoes, onion, fruits, andolive orchards.

The major objective of the company is to maintain the leadership in producing high quality, safe agricultural products that exceed the consumer expectations and that fetch the highest market value leading to high profitability for the company. Such objective will be achieved through:

1. Adopting the most modern, efficient production techniques that lead to maximum yield and high quality, safe products.

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2. Establishment, implementation and maintaining quality systems that comply with the highest standards.3. Establishing an efficient marketing policy.

In order to cope with the expansion in olive plantations (1,000,000 trees) and the

subsequent huge yield, the company has installed a modern olive pressing mill of 240 tons per day, which is the largest inthe region.

The extraction technique is purely natural (on cold), which maintains the natural flavor, taste and nutritional composition of the oil.

Al Jouf olive oil had gained an excellent international reputation in the major olive oil markets in the world. A volume of 600 tons had been exported to Spain and Italy.The Company is also serving as aconsultant to Al Jouf farming community in all areas of agricultural production and provides the farms with healthy, true-to-type seedlings of olive and fruit trees at low prices.

Al Jouf Olives

Al Jouf OlivesAl Jouf olive oil has gained an excellentinternational reputation

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In the past years, Saudi Arabia has transformed from traditional fishing into a modern, export-oriented industry.Saudi Arabia has continued to make substantial progress in fish production and is heading toward self-sufficiency with an ambitious plan. The present domestic consumption stands at 285-300,000 tons annually, while the local production caters to only 40% of the consumption and imports 60% from various countries. Through an initiative made by the Saudi Agricultural Development Fund (SADF) in cooperation with the Ministry of Agriculture and other government agencies, set to introduce new fisheries and aquaculture industries to raise production gradually from 100,000 tons in 2013 to one million tons by 2029, as did Norway and Chile. To reach this goal, capacity must grow significantly. It is the seventh initiative launched by the SADF, which will go a long way in boosting local production of fish and other variety of seafood. There are many projects licensed for aquaculture and the Saudi government agencies are hopeful that by providing financial incentives, firms will be encouraged to kick-start some projects. Most ofaquaculture projects will come in the form of cages in sea waters close to the shore from where the fish will be transferred to nearby processing facilities and prepared for local and international marketing.

One of the major fisheries is located on the Arabian Gulf and three on the Red Sea. Although the Red Sea coast covers 79% of the Kingdom’s coastline, the Red Sea yields less than 50% of the total fish produce and the rest of the demand for fish is met by the Arabian Gulf coast in the Eastern Province. The fish market in Qatif is considered the largest in the region and the second largest in Asia. Hence, it determines both the supply and prices of fish not only in the Kingdom but also in the region.

The Kingdom signed in 2012 an agreement with the Food and Agriculture Organization (FAO) to allocate66.7 million USD to implement the newest technical assistance projects in the country, which aim to benefit small scaleagricultural producers and fishermen. As part of this agreement, FAO will provide technical assistance and expertise for17 specific projects in Saudi Arabia covering several areas under the five year program from 2012 to 2016. It covers areas such as the transfer of technology, sustainable management of natural resources, sustainable crop production, management of animal and fishery resources and strengthening of rural institutions, among others. Saudi Arabia is exerting every effort in the aquaculture field by offering financial and technical support to existing projects and those who are willing to enter into this sector with new projects.

Saudi Arabia is also exporting fish to a few countries including China, Japan and some European Union countries, which has the toughest regulations on seafood. The kingdom used to meet and explore fish reserves in the Arabian Gulf waters and

how to manage them. There is anorganization concerned with the Red Sea and Gulf of Aden which regularly meets and explores fish reserve situation, fishing techniques and how to protect fauna and flora of the Red Sea. The Kingdom has a comprehensive policy on marineconservation. Government regulations specify fishing gear to prevent random fishing, restrict the harvesting of rarer species and seeking to enhancereproduction during the fish breeding season in Saudi territorial waters.

The favorite seafood in the Kingdom is shrimp and the Saudi-based National Prawn Company (NPC), the world's largest integrated shrimp producer, has planned in 2008 an initial investment of 300 million USD to start large-scale fish production in Saudi Arabia and other Gulf countries. The aim is to farm sea food by using aquaculture installations on waste coastal desert land. There are a lot of opportunities to develop waste desertland in coastal areas in the region.Viable projects are planned in African countries which have deserts adjoining coastal regions.

Sea Food DHL

P: +971/4/8048 100 · E: [email protected] · www.ssi-schaefer.ae

Working according to the convenient principle of “goods to man”, this automated storage and order picking solution can efficiently reduces the proportion of travel time by more than 70% and increases the commissioning speed by 6 to 10 times. LogiMat® provides efficient space utilisation that helps reduce energy and storage costs, thanks to its extremely compact design. Contact us today for more information.

LogiMat® - your ideal storage and picking solution for small parts

Sea FoodSaudi Arabia is a newcomer to the seafoodbusiness and has already established a niche

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Covering an area of approximately 210sq km on the Red Sea Coast in Saudi Arabia the privately owned National Prawn Company (NPC) is among the largest, fully integrated prawn farms in the world. The fourteen farms are fed directly from the pristine, crystal clear waters of the Red Sea. Sustainability is an integral part of NPC’s commitment to its customers, employees and shareholders. Every aspect of production from hatchery to pond to plate is monitored and traceable.

Located 180 km south of the Kingdom’s commercial center, Jeddah, and close to the ancient port town of Al Lith, NPC has about 2,500 employees help to produce white prawn (Fenneropenaeus indicus) for sale in the Kingdom and around the world. Every aspect of NPC’s production is based on sustainability from pond to plate. NPC has a policy of low-densitystocking and partial harvests to prevent overcrowding. An extensive BioSecurity program is maintained at all times with

daily sampling of various elements from NPC’s scientists in the Quality& Sustainability Department. NPC has obtained major industry relevantcertifications such as ISO 9001 / 14001 / 22000, HACCP (hazard analysis critical control point) and British RetailConsortium.

NPC produces shrimp to a variety of sizes as required by its customers around the world, which is renowned for its superior

National Prawn Co. National Prawn Co.

taste and quality by internationally acclaimed chefs and satisfied consumers alike including those in Saudi Arabia, United Kingdom, Spain, Italy, Japan, Korea, Taiwan, China, Australia and USA.

NPC emerged from a research project in 1982 with commitment, dedication and a blend of science, art and practical intelligence. NPC is proud to have developed such a significant business, which it hopes will contribute to the wider diversification of the Saudi economy through the growth of the Aquaculture Industry in the Kingdom. More than that, NPC is committed to maintaining and developing its operations to the general benefit of Saudi society economically, socially and environmentally.

At National Prawn Company we areproud to grow different marinespecies such as Fish, Shrimp andAlgae in the pristine and unique waters of the Red Sea. Only the unique conditions, provided by the Red Sea united tothe best knowledge and production techniques from NPC can achieve the highest quality that can be delivered to the markets nowadays. NPC believes inproviding its customers with premium quality that can be seen and tastedin our products, similar to wild catch.But NPC is much more thanexcellent products. It is aboutBiosecurity, Quality, Philosophy (CSR program) and growth as the biggest integrated aquaculture company inthe world.

Our codes of conduct and methods of production are based on the UN’s Food and Agriculture Organization (FAO) definition of “Sustainable Development”. NPC's product-line is currently marketed locally and internationally under well-known national and international brands. This comes as part of the company’s drive to cater for the diversity of its customer’s needs wherever they may be. NPC is embarking on a diversification program, and for fish culture, both land based as well as marine based culture. Another area where NPC has been relentlessly pursuing with its R&D effortis the culture of phytoplanktoncommercialization. National Prawn Company has changed its legal status to Closed Joint Stock Company.

National Prawn Co.NPC is one of the largest and fullyintegrated prawn farms in the world

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The state of the art “CAVIAR COURT” is a closed re-circulated Sturgeon FishFarm that was found by the PioneerMr. Abdallah Othman Al Faris in the year 2001, dedicated to restoring the source of genuine Caviar.

Perhaps there is no food item in the whole world surrounded with such special spirit of reverence, mystery and enigma. “Right-fully labeled as black gold” it consistently attracts the eye and palate of society elites

not only as delicacy with unmatched flavor, but mainly as a symbol of prosperity, luxury and wealth. Traditionally it has been an indispensable accessory to upper class dinner’s celebrations.

Genuine caviar made out of sturgeon roe. Sturgeon represents a family of ancient fish evolved around 200 million years ago at the same time as dinosaurs roamed the surface of the Earth. They may live over 100 years and may reach a weight of

over a ton. Most commercially important species of sturgeon inhabit the Caspian Sea, where they have to grow for many long years before they reach maturity and develop the roe.

CAVIAR COURT had proven unique achievement while the success ofharnessing the Saudi Arabian Eastern Region desert to adapt the prehistoric Sturgeon fish in the fish maturity age minimization. Caviar Court accepts no less

CAVIAR COURT CAVIAR COURT

than being pioneer; it has specifically raised the privileged Ossetra grade species of sturgeon fish for the production of meat and elite caviar.

The fish swim in biologically treated water that guarantees complete isolation from harmful environmental factors. Caviar Court works at the edge of modern technology. The water system undergoes serial stages of treatment that include

mechanical filtration, violet infra rays, biological reaction filtration, aeration and disinfection.

Today CAVIAR COURT is competing globally reaching customer’s tables in its finest packaging for its important role in relieving the pressure on the worldpopulation of sturgeon, supplementing the wild catch with all year available quality farmed caviar.

When making caviar it follows traditional methods and recipes that have been applied to processing sturgeon roe for centuries. Caviar Court processing facility complements the traditional Caviar harvest. Designed and built accordance with the most religious sanitary norms, it satisfies all generally accepted hygiene standards such as those that are in force in Europe, the USA and the other developed countries. Furthermore, operation of the plant is carried out in accordance with advanced and well-developed HACCP protocols and ISO 22000.

CAVIAR COURT is confident that not only offers the consumer the mostgenuine and natural taste, but also boast outstanding texture, large and firm grain and attractive color.

CAVIAR COURTCAVIAR COURT is competing globallyand reaching customers from everywhere

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Saudi Arabia has reconciled environment with necessity and today there are 60,000 cows, whose milk has made the nation nearly self-sufficient in its dairy needs. The Saudi dairy industries have grown from small, scattered farms to massive concerns equipped with state-of-the-art machinery and large stocks of cattle. The two greatest challenges have come from the harsh climate and lack of adequate grazing land. However, relying on ingenuity,perseverance and supported by extensive government programs, Saudi dairy farmers increased their annual revenues by 7.1%

annual between 2008 and 2012, and had a total revenues of 4.2 billion USD in 2012. Saud Arabia’s dairy market is still growing; it is expected to grow by 5.9% in the period from 2012 to 2017, which is expected to drive the market to a value of 5.6 billion USD by the end of 2017.

Milk consumption in Saudi Arabia reached 729.4 million liters in 2012. In value terms this was worth 936 million USD at retail level. The consumption has grown by 6% per annum since 2007 and is now 24.6 liters per capita. This is being driven by

urbanization, better access to the cold chain, the growth of modern retailoutlets and rapid growth in theownership of domestic fridges. Today, more than 60% of the Kingdom's dairy needs are already met locally and efforts are underway to expand that figure to 100%. The Saudi Government has recently capped the growth in dairyherds which should intensify themove to recombining to satisfy thegrowth in demand. Saudi dairies also export their products to neighboring countries.

Dairy Food Dairy Food

In 1980, Saudi Arabia had only three specialized dairy farms. Today there are 60. Most are large cattle operations located in the Al-Kharj area, outside Riyadh, because the climate there is less humid and more conducive to cattle-rearing. The farms include feeding areas that shelter the animals from heat that can exceed 120 degrees Fahrenheit in the summer. Riyadh Province has approximately 16 dairy projects; there are 14 in the Eastern Province and eight in the Western region. The remainder are scattered throughout other parts of the Kingdom.

The Holsteins in the Saudi dairy farms originally came from stock in the

United States. A much smaller number of Friesian cattle, another branch of the Holstein family, have been imported from Europe. The desert climate has turned out to be a benefit for Gulf state dairy farmers. The cows produce each about 12,400 liters of milk per year, which the company says is double the European average. The reason for the extra output: desert cows are mechanically fed. Today, most dairy farmers use sophisticated computerized programs to assist them in mating and artificially inseminating cattle to produce the best quality milking cows.

The Saudi government has remained steady in its support of this industry, as it

is considered a vital segment of the nation's food security policy. Thegovernment has also strongly encouraged the private sector's involvement.

The Saudi Arabian Agricultural Bank has also been an active participant from dairy's fledgling days through its phenomenal growth. Its range of support varies from technical advice to long-term interest-free loans. The millions of Riyals in loans the bank has provided farmers has allowed for the expansion of existing farms, the purchase of new ones, the construction of processing plants and the acquisition of new technology and equipment.

Dairy FoodSaudi Arabia’s dairy companies arestill growing by 5.9% annually

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Drawing on the tremendous potential of developing the traditional dairy industry to meet the fast-growing needs of the Saudi market, His Highness Prince Sultan Bin Mohammed Bin Saud Al Kabeer established Almarai Company in 1977. Following years of visionary expansion and diligent product development, Almarai has evolved as the largest vertically integrated dairy company in the world. Almarai is also the largestmanufacturer and distributor of beverages

and food products in the region. Ranked as the MENA region’s number one brandspecialized in consumer products, Almarai is now the undisputed market leader across its product categories in all GCC countries. Almarai, which initially started with dairy products, has evolved into a fully-integrated food production company by expanding its product portfolio to include juices, bakery products, poultry, and infant formula under the brandnames, “Almarai”, “L’usine”, “7DAYS”,

“Alyoum”, and “Almarai Enfa”. This extraordinary growth has enabled Almarai to establish a preeminent position inthe region. Almarai’s investment in diversification and growth has been further strengthened in the past five years. The company entered the bakery segment by acquiring the Jeddah-based Western Bakeries in 2007. It acquired Hail Agricultural Development Company in 2009, thus foraying into the poultry segment, and launched the new

Almarai Almarai

“Alyoum” brand, which has become well-established in Saudi Arabia’s poultry market segment.

In 2010, Almarai established theInternational Pediatric Nutrition Company (IPNC), a joint venture with Mead Johnson Nutrition to provide world-class infant nutrition products. In line with its ambitious strategy to grow and to broaden its horizons regionally, Almarai expanded its business operations into Egypt and Jordan by acquiring Teeba and Beyti, respectively in 2009 and 2010.

Thus forming a joint venture withPepsi Co. and launching the International Dairy and Juice Company (IDJ) is a further step at expanding the company’s markets in the dairy and juice segments across the MENA region.

In December 2011, Almarai acquired Fondomonte SA, which owns and operates farms in Argentine, to help secure feed for its dairy and poultry units inSaudi Arabia.

As a result, the company has further expanded its Almarai umbrella brand and

has established strong presence across several new markets outside Saudi Arabia including the UAE, Kuwait, Qatar, Bahrain, Oman, and Egypt.

The expansion strategy has given strength to Almarai’s brands, building on its slogan:“Quality You Can Trust”, Almarai has remained committed to high quality food products throughout its development stages. It is now firmly recognized as offering the best nutritional value that meets the consumers’ highest expectations and satisfies their tastes.

AlmaraiAlmarai is one of the largest verticallyintegrated dairy companies in the world

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The National Agricultural Development Company (NADEC) is one of the largest agricultural and food-processing share stock companies in the Middle East and North Africa. Established in 1981 by royal decree, it is a joint stock public company, 20% owned by the Government, with the rest publicly traded on the Saudi Stock Exchange. It is one of the very few and largest vertically integrated dairy businesses in the world. NADEC provides the tastiest, finest and healthiest nutritional products through two key businesses;

NADEC Foods for consumer products and NADEC Agriculture for agricultural produce.

NADEC FoodsToday, NADEC is one of the leading food, dairy and beverage companies in the region. Placing family health and well-being at the heart of every endeavour, NADEC is committed to quality excellence. The company is constantly evolving to satisfy the growing demands of every consumer. It offers more than

100 products from fresh milk to laban, from yoghurt to cheese, and a wide range of fruit juices in convenient formats to address different occasions and consumer needs.

NADEC’s dairy farms are well equipped with the latest technology and milking parlours to allow for very efficient and smooth milking processes to ensure the highest quality of dairy products. There are six dairy farms that host approximately 60,000 cows and two processing plants

NADEC NADEC

that produce over 1.5 million litres of milk per day.

The labs at NADEC are equipped with the latest technology and are managed by nutritional and quality experts who implement the best diagnostic procedures and processes to ensure the highestquality standards are met. Over 4,000 tests are performed daily to comply withinternational quality standards. As a result, the company has been awarded many national and international certificates for the quality of its products, processes and hygiene standards.

To ensure NADEC continues to develop innovative, high quality, good value for money products that satisfy its consumers needs, NADEC is committed to recruiting the best people, training and developing them and utilising state-of-the-arttechnology and best practices to stay at the fore front of the industry.

NADEC AgricultureAgricultural production is one of the most important activities in the company and dovetails with the Kingdom’s aim of increasing food self-sufficiency and less reliance on imports. The agricultural part of the business provides a range of different products; from onions, potatoes

and fruits to olives, wheat, corn and alfalfa, as well as other nutritional animal fodder which is used to feed the dairy cows onthe farms.

Fruits include peaches, apricots and plums, whereas vegetables comprise of potatoes and onions. Other crops such as wheat, clover, shami corn and Rhodes grass are grown on thousands of acres of land across four major projects in Haradh, Wadi Al-Dawasser, Hail and Al Jouf.

NADEC Agriculture uses the latest technology and farming practices to grow the best quality food and crops including using state-of-the-art systems such as the DACOM system for the rationalisation of irrigation water. This system measures the rate of moisture and heat in the soil and uses intricate measurement techniques to control the amount of water released to the plants so it minimises water wastage.

As a result of implementing best practice farming from around the world, the company has had many successes and been presented with several international accreditation certificates for farming and quality of produce.

Through its economic development projects across the Kingdom, NADEC aims to reduce imports, increasedependability on the national economy and encourage the contribution of the agricultural sector for the Kingdom’s future sustainability.

National AgriculturalDevelopment Co. (NADEC)NADEC is implementing best practicefarming from around the world

National Agricultural Development Co.(NADEC)P O Box 2557 Riyadh 11461 - KSATel. +966 11 202 7777Fax +966 11 402 7125Email [email protected] www.nadec.com.sa

Address:

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Saudi Arabia recognizes the potential of organic agriculture. In recent years, the Saudi government has started taking steps to support more environmentally friendly farming systems. In 2005, the Ministry of Agriculture (MoA) commissioned the German Society for InternationalCooperation GIZ to help develop an organic sector within Saudi Arabia. In close cooperation with variousstakeholders, a functional institutional and legal framework was put in place.Therefore, Saudi Arabia’s overall goal today is to boost the organic market to further strengthen the sector’sdevelopment.

By introducing the first NationalRegulation & Standards for Organic Agriculture in 2011, Saudi Arabia has shown its commitment for developing a strong organic sector. At present, organic farming is among the priorities of the Ministry of Agriculture, aiming to promote this concept in all regions for the benefit of producers and consumers alike.

Over the past years, food safety has gained increased attention within the Kingdom of Saudi Arabia (KSA). The extensive and intensive use of pesticides and chemical fertilizers within the agro-industrial production system has led to a widespread

change of awareness regarding production methods and quality of food among both consumers and policy makers. In order to cope with the growing demand for healthy food products that also help safeguard the scarce water and soil resources, organic farming is seen as a viable development strategy for the agricultural sector. In recent years, the Kingdom has committed important financial resources to develop and strengthen this sector, drawing upon valuable international expertise.

Before 2005, organic agriculture was almost nonexistent in the Kingdom. The organic products available on the Saudi

Organic Food Organic Food

market were mainly imported fromthe US or EU. The first importantdomestic players in this new market appeared in 2000: Nadec (NationalAgricultural Development Company),Al Watania Agricultural Company, andAl Khalediah. While Nadec one of Saudi Arabia’s largest agricultural companies dedicated a portion of its productionto organic agriculture, Al Watania andAl Khalediah have specialized in organic. Today both enterprises have established themselves as leading organic operators in the Kingdom.

The founding of the Saudi Organic Farming Association in 2007 pavedthe way for enhanced private sector

development and can be viewed as one of the first important milestones for the organic agriculture movement in the Kingdom of Saudi Arabia.

One year later, in 2008, the Department of Organic Agriculture was created within the Ministry of Agriculture. It was thisdepartment that drafted Saudi Arabia’s first regulatory framework for organic agriculture, the National Regulation for Organic Agriculture. Published in 2009, this new set of rules has formed the basis for any organic farming activity in the Kingdom. By the year 2012, the OFP had succeeded in doubling the number of organic pilot farms. All farms, currently (21st April 2012), are inspected by

international certification bodies. Until the year 2010, private certification bodies had been responsible for the certification of organic farms in Saudi Arabia according to EU Standards. The new National Organic Regulation has been in place since 2011 and serves as the legal framework for certifying organic farms. Similar to the EU Regulation, certification bodies operating in the Kingdom must be accreditedaccording to international standards.

Organic FoodOrganic agriculture is a driverfor healthy food production

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The Saudi Organic Farming Association (SOFA) was founded in 2007 with the support of GIZ, becoming the most important stakeholder platform related to organic agriculture in Saudi Arabia. SOFA is a private and independent non-profit organization under the supervision of the Ministry of Agriculture. It represents organic farmers, manufacturers,

wholesalers, retailers and importers. SOFA has 143 members (mid. 2012).SOFA’s aim is to incorporate all private stakeholders related to organic agriculture under one umbrella and to produce and provide consistent information to both members and consumers to further promote the organic sector. Its members represent all different segments of the

value chain farmers, traders, retailers and scientists although farmers represent the largest group by far. With its technical support, education and training, SOFA seeks to encourage farmers to shift to organic production.

For its members, SOFA aims to improve market access and upgrade the sector by

Saudi Organic Farming Association Saudi Organic Farming Association

supporting farming. Beyond that, SOFA unites stakeholders along the organic market chain and enables them to exchange and communicate their interests. Often, SOFA acts jointly with theDepartment of Organic Agriculture. Together, they develop and provide appropriate recommendations for the sector in general and members inparticular. The launching of the Saudi National Organic Logo in February 2011 as part of a huge public campaign is one example of SOFA’s important workin this area.

The founding of the Saudi Organic Farming Association in 2007 paved the way for enhanced private sectordevelopment and can be viewed as one of the first important milestones for the

organic agriculture movement in the Kingdom of Saudi Arabia.

The entire organic sector of Saudi Arabia, including all key stakeholders, is closely related to the Organic Farming Project. The Saudi Organic Farming Association and the Department of OrganicAgriculture are certainly the most relevant and influential actors in the Kingdom.

SOFA’s main services, in addition to the overall promotion of organic agriculture are focused on the support of its members through the provision of relevantinformation about all different aspects of organic agriculture such as requirements and procedures for certification, marketing opportunities and contacts, innovative farming methods and legal guidelines.

Saudi OrganicFarming AssociationSOFA is the first important milestone forthe organic agriculture movement inSaudi Arabia

Saudi Organic Farming Associationالجمعية السعودية للزراعة العضوية

SOFA

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In 1999, Watania changed its farming philosophy to embrace farming through “organic” means only, thereby totally eliminating use of all chemicals and artificial fertilizers, and replacing them with natural pest insect repellants and sheep manure. The decision to embrace organic farming was heavily influenced by worldwide concerns about food safety and Sheikh Suleiman’s concern that only the

healthiest, safest and most trustworthy food should be available to the Saudi consumer. Watania now produces organic products of such high quality that they are sought after in markets throughout Europe and Asia.

Al Watania Agricultural Company was established in 1982. It provides more than 20 Years of service to the Kingdom of

Saudi Arabia and was founded by Sheikh Sulaiman Abdul Aziz Al Rajhi, whocontinues to be the chairman of the Company right from its inception. The company has achieved a remarkable position among agricultural companies and is involved in horticultural, livestock and food processing.

Al Watania Agricultural Company Al Watania Agricultural Company

Al WataniaAgricultural CompanyAl Watania total investmentsexceed 250 million US Dollar

The Company has become one of the largest agricultural companies, in the region and supports the national economy of the kingdom. Its total investments exceed 250 million USD. The horticultural production is based on utilizing organic fertilizers and animal production is based on natural feeding.

The Head Office of Al WataniaAgriculture is located in the capital city Riyadh and owns four agricultural farms (projects) located in the north, middle and south of the country (at Al Jouf,Al Qassim and Wadi Al Dawaser region). The company is ISO 9001 registered and gained the EcoCert agricultural certificate

for organic products from the European organization, to become the pioneers among working agricultural companies.

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As per the millennium development goals of Saudi Arabia eradicating sever poverty is among the major goal. This especially relevant among females where enabling women socially and economically and through education has proven to be successful. For the agriculturalsustainable developed experts agreethat it should include agriculture, farming,manufacturing and preserving their byproducts. It also knows that women are

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the majority of the food production market and also are a good part of the farming industry.

Herfah is the first women cooperative in the region. It has its major goal assuring the welfare of family producers in the food industry. It has started in the Qassim region and from there, it spread to cover other family producer in the Kingdome of Saudi Arabia. In that since the cooperative

has achieved sustainability for the family producers and unemployed young people. The cooperative has thus invested in the date products such as kelija, Mamool and the Egget milk by-product. It has been such a success story that other industries have joined with the cooperative to support the family producers. Herfah was able to reach its goal surveying the familyproducers in the area of food production. Then, the cooperative has offered training

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Herfah Alwatan Herfah Alwatan

to increase the quality of items produced. Also, the family producers were supported by offering various local and international opportunities especially the ones who are producing from the raw material of dates.Addition support that Herfah offered to the family producers, it is restore some of the family producers homes and their food producing areas. Also, the cooperative has always been a strong promoter of organic foods and fostering the competitiveatmosphere among the family producers in the area of food by administeringcompetition events and giving letters of recognition to the strongest performers.

For the long term development, Herfah cooperative has started a training center to assure that women are trained and that they will apply what they have learned. In the training center local and international trainer in the field of food production, were employed. Food production and food preservation without the use of chemical preservative was done. Also a coffee shop attached to the cooperative was added. It is fully manned by Saudi female workers and its menu specializes in traditional food made from dates and wheat as raw material. Also the cooperative has a Biscuit production area all have fully updated ISO,

international organization of standards and HACCP (hazard analysis critical control point) standard.

Among the accomplishment of Herfah in the area of food is European Commission Chaliot Award for protecting the rights of artisans 2010. Also Tourism Excellence Award 2011 and King Khalid Foundation Award for charity project ‘Makn' 2012.

Herfah AlwatanHerfah is one of the first successfulmultipurpose women’s cooperativesin Saudi Arabia

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One of the reasons which have led to the sharp increase in the local production is the expansion strategy that is performed by the three largest producers in Saudi Arabia, Al Watania, Fakieh Farms and Almarai Company since 2010. These three companies currently own 65% of the market and continue to invest in massive development projects, these projects also extend to the vertical market level, as example the producers Watania Poultry Farms and Fakieh also have their own restaurants and fast food chains. The invested amount in the projects is exactly 10.6 billion SAR (approx. 2.8 billion USD) since 2010.

Furthermore, another reason for the increase in production is the rising demand in Saudi Arabia. Consumption will rise further this year to probably 1.25 million tones and next year it will increase by probably 4%. Another Point of theincreasing demand for healthier food and relatively low prices of poultry meat compared to other meat products.

Saudi Arabia government (SAG) is aiming for an increase in the local production in order to ensure food security and to reach a possible maximum self-sufficiency. The government is trying to achieve these goals through various subsidies and grants interest-free loans for new poultry farms. In 2004, the government introduced an aid scheme to build cold stores, purchase in refrigerated trucks and in sieve, sorting and packaging equipment for the poultry

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meat producers. The Ministry ofAgriculture (MOA) subsidizes land for slaughterhouses or poultry farms for the producers, while the Saudi Agricultural Development Fund (ADF) provides interest-free loans for the required facilities. Over the past few decades, the sum which the ADF has granted is probably over 773 million USD. There is also an import subsidy for animal feed ingredients, such as yellow corn, soybean meal and 29 more feedstuff.

The three largest exporters of poultry meat are Brazil, France and USA in Saudi Arabia. However, the increase in local production could rise Saudi Arabia’s

Fakieh poultry farm is ranked as one of the top Poultry Production companies in the Middle East, as it is one of the biggest individual farms in the world that proves healthy and fresh poultry adhering to international standards with affordable price. Backed by the Fakieh heritage of quality and purity, our 4,000 employees grow and prosper through endlessopportunities of learning, training and self-development that play a major role in shaping our people’s careers. Our strong belief in promoting employees from within the work force has ensured good future plans and buildup opportunities.

Fakieh has started the implementation of the 5 years plan which will increase our production to 1 million broilers and3 million table eggs daily.

Our MissionTo supply Saudi Arabian and adjacent Gulf States Markets with best natural Poultry products, Slaughtered and

poultry meat export in some GCC States by 33% compared to the previous year.

Saudi Arabia has an extensiveinfrastructure for the distribution of poultry meat and by-products. Poultry meat producers and importers generally have adequate storage facilities, including refrigerated transport and cold storage facilities. Saudi Arabia has great potential and will take a greater role in the Middle East in the future. The Saudi government will continue to support this increase in production and the availability of poultry and by-products.

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Poultry Fakieh Group

PoultrySaudi Arabia’s poultry industryis increasing further

Fakieh GroupFakieh poultry farm will increase the productionto 1 million broilers and 3 million table eggs

processed according to Islamic Sharia within the International standards.

Our VisionIt is our belief that our customer deserves the healthiest and finest products that are within their reach, as well as receiving a good premium service.

Our Values* Providing our customer with premium quality products * Improving cooperation between us and our customers* Educate, train and develop our employees* Motivate the work environment * Support our employees to attain their potential* We are open to new ideas that can drive a positive change* We are committed to excellence, honesty, quality and a high-level service.

Our strict quality control measures means that every single product Produced by our farms adheres to international standards, offering you 100% healthy and natural chicken products. We believe that our products must reach to your highest expectations. We are really offering you fresh high quality products based on trust, as well as total commitment to your satisfaction.

Our concerted efforts are directed towards producing the finest poultry products while reducing waste and decreasing the use of natural resources. In our farms, we develop and carry out creative eco-friendly solutions in our business, to assure the safety of our local environment in which we operate. Our safety record is one of the best in the field..

Our chicken feed is based on corn, soy, vitamins and minerals, Fakhieh chicken's feed is 100% natural and; it is free of all kinds of animal by-Product.

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AHK Services AHK Services

Small and medium-sized companies are particularly supported by experienced partners to enter foreign markets. The AHK’s Service Brand DEinternational is present in all 120 offices of the German Chamber Network abroad. According to the services of DEinterantional, AHK Saudi Arabia offers German companies services to assist them in the market entry and Saudicompanies to get in touch with German businessmen. Important sectors like health care, infrastructure, construction,petrochemicals, metallurgical mills and plants, food industry as well as energy related topics are covered by one of our employees, who are specialized in these fields.

Market Entry

1. Individual Market AdviceThe individual market advice is our most successful service. In a close dialogue with German companies and on the basis of the documents and product samples they provide, we identify business and product specific advantages on the Saudi market and analyze their market opportunities.

2. Business Partner SearchWithin the context of the business partner search we take on the search for the right and appropriate business partners.

3. Address ResearchThe AHK Saudi Arabia offers a verified research of sectoral and address information to simplify the establishment of contacts with Saudi companies.

4. Direct Mailing ServicesWe offer you individual support in the search for interested business partners and we will take care of establishing initial contacts.

5. Business-TripsAHK Saudi Arabia offers German companies the possibility to take part in business trips of different industrial sectors to Saudi Arabia. During 3 to 4 days stay in Saudi Arabia the aim of these business trips is to give a first impression of the country and the market and to make first contact with Saudi businessmen. The main focus of an AHK-business trip lies on business to business meetings (B2B). Saudi businessmen who are interested in coopera-tion with German companies are cordially invited to contact us.

6. Catalogue Show - ExhibitionAHK Saudi Arabia and Yemen presents German companies in the most important trade- and industrial centers in Saudi Arabia. Saudi companies have the unique opportunity to see a wide range of high quality products “Made in Germany” at one spot. The

Catalogue Show is usually combined with the German breakfast. Traditionally high ranking representatives of Saudi and German economy attend the breakfast and enjoy Germany’s delicious food and beverages.

Market Information

Knowledge about the Saudi Arabian market and characteristics of its society and culture are essential for a successful market entry. Regarding this, AHK Saudi Arabia offers Quick Market Checks and Market Surveys.

In cooperation with our partner Germany Trade & Invest, we also help Saudicompanies, who are interested in business in Germany.

1. Legal Information

In order to enter a market successfully, the legal aspects should be considered carefully. For this reason it is our pleasure to provide German companies with the needed legal services in diverse business-related aspects reaching from customs and taxes to investment, import and export regulation, etc.

Services of AHK Saudi Arabia

Legal Informationand Support

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German - Saudi Business Magazine German - Saudi Business Magazine

AHK Saudi Arabia - www.saudiarabien.ahk.de

In addition, we offer extrajudicial mediation and offer our help when contacts to public authorities and/or law firms are required.

2. Health Treatment in Germany

AHK Saudi Arabia assists Saudi Arabian patients who wish to make use of health treatment in Germany.

3. Debt Collection

Long experiences with debt collection show that extrajudicial proceedings offer faster and more promising solutions than courtproceedings by civil law. AHK Saudi Arabia's experts with long term experience in the country can also help you to dissolve and avoid misunderstandings due to different perceptions of trade and business caused by cultural differences or customs. Sustainable damage of long year business partnerships can easily be avoided by the debt collection through AHK Saudi Arabia.

4. Mediation

AHK Saudi Arabia acts as a mediator in cases of commercial disputes between the German and the Saudi business partner. Our objective is to solve disputes without harming the long term business relations.

5. Visa Service

To help Saudi companies and businessmen with the visa application process we offerto provide exhibitors and visitors totrade fairs in Germany with a letter of recommendation to the German consulate/embassy. AHK Saudi Arabia assists German companies and businessmen in visa issues. We support business travelers who stay temporarily in the Kingdom in offering to act as the sponsor during their stay. AHK Saudi Arabia requests the socalled E-Number at the Ministry of Foreign Affairs and is the responsible institution during the time of the visit.

6. Translation Services

We offer translations of letters, documents, company profiles etc. in the following languages:

• German <> Arabic • German <> English

We also offer interpreting-servicesGerman <> Arabic during AHK-Events and delegations.

Trade Fair Services

AHK Saudi Arabia is the officialrepresentative of the Deutsche Messe AG, Messe Munich, Messe Berlin GmbH, and Spielwarenmesse eG in our region. Exclusively for Saudi and Yemeni clients we offer a wide range of services as we take care of their preparation for trade fairparticipation as an exhibitor or visitor. These services includes selecting the suitable trade fair, according to their company profile, preparation of the application form, booth rental, etc. for exhibitors. For visitors, we are providing the admission ticket, issuing the recommendation letter for the visa process, providing info on visa application, flight and hotel booking, etc.

For further information to the services of AHK Saudi Arabia please contact:

Your service provider for sustainable businessdevelopment with one of the world’s largest economies

German-Saudi Arabian LiaisonOffice for Economic Affairs (GESALO)P.O. Box 61695, Riyadh 11575,Kingdom of Saudi ArabiaTel.: 00966 11 4050201Fax: 00966 11 4031232, Email: [email protected]

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AHK Saudi ArabiaAHK Saudi Arabia

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Andreas HergenrötherDelegate of the German Economyfor Saudi Arabia and Yemen

[email protected].: + 966 (0) 11 405 02 01

Stephan BlocksDeputy Delegate of the GermanEconomy for Saudi Arabia and Yemen

[email protected].: + 966 (0) 11 405 02 01 Ext.115

Legal Affairs

Omar Hassan HamzaAssistant Delegate& Head of Legal Affairs,

[email protected].: +966 (0) 11 405 02 01 Ext. 106

Christian EngelsLegal Affairs

[email protected] Tel.: +966 (0) 11 405 02 01 Ext. 107

Trade Fairs

Al-Ameen Al-DalaliHead of Trade Fairand Export Promotion

[email protected].: +966 (0) 11 405 02 01 Ext. 109

Asif Iqbal AnsariTrade Fair Officer / Trade FairCoordinator for Visitors

[email protected].: + 966 (0) 11 405 02 01 Ext. 112

Management

Mohammed FaleelHead of Business Promotion &Business to Business Affairs

[email protected].: +966 (0) 11 405 02 01 Ext. 105

Tareq QamhanIntermediation of Health Services

[email protected].: +966 (0) 11 405 02 01 Ext. 118

DEinternational

German - Saudi Business Magazine

AHK Saudi Arabia - www.saudiarabien.ahk.de

Your contact persons at AHK Saudi Arabia Your contact persons at AHK Saudi Arabia

Nabil BenahseneDEinternational Consultant

[email protected].: +966 (0) 11 405 02 01 Ext. 109

Sören KohseDEinternational Consultant

[email protected].: +966 (0) 11 405 02 01 Ext. 118

M. Arif AyDEinternational Consultant

[email protected].: +966 (0) 11 405 02 01 Ext. 103

Stefan WeilerDEinternational Consultant

[email protected].: +966 (0) 11 405 02 01 Ext. 108

Public Relations & IT

Accountancy

At your Service

Christian EngelsHead of Public Relations

[email protected].: +966 (0) 11 405 02 01 Ext. 107

Mohammed KhusroAccountancy

[email protected].: +966 (0) 11 405 02 01 Ext. 111

Farook HameedAddress Research / Front Desk

[email protected].: +966 (0) 11 405 02 01 Ext. 100

Mohammed Riyas GulcanMessenger

[email protected].: +966 (0) 11 405 02 01 Ext. 101

Mohammed AkbarIT System Administration

[email protected].: +966 (0) 11 405 02 01 Ext. 114

Mushtaq AhmedAdministration

[email protected].: +966 (0) 11 405 02 01 Ext. 102

Faisal NalpurakkalAdministration / Front Desk

[email protected].: +966 (0) 11 405 02 01 Ext. 100

Delegation der Deutschen Wirtschaft für Saudi-Arabien undJemen (AHK Saudi-Arabien)German-Saudi Arabian Liaison Office for Economic Affairs(AHK Saudi Arabia)

Mohammed Aminul IslamFacilities

[email protected].: +966 (0) 11 405 02 01

Futuro Tower, 4th Floor, Al Ma'ather StreetP.O.Box 61695, Riyadh 11575,Königreich Saudi-Arabien / Kingdom of Saudi ArabiaPhone : 00966-11-4050201 - Fax : 00966-11-4031232Mail: [email protected]: http://saudiarabien.ahk.de/

German - Saudi Business Magazine

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Trade Fairs

For Trade shows in Germany the Official representation contactGerman-Saudi Arabian Liaison Office for Economic Affairs (AHK Saudi Arabia)Futuro Tower, 4th Floor, Al Ma'ather Street P.O.Box: 61695 Riyadh: 11575Saudi-Arabien Tel: 00-966-11-405 0201 Fax: 00-966-11-403 1232Email: [email protected] Internet: http://saudiarabien.ahk.de

Trade Fair Department

Trade FairsTrade Fairs January-April 2014

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German - Saudi Business Magazine

Mr. Al-Ameen Al-Dalali: [email protected]. Asif Ansari: Ansari: [email protected].: 00-966-11-405 0201 Ext.110Fax: 00-966-11-403 1232

Germany

Spielwarenmesse 29 Jan-03 Feb 2014, Nuremberg

The specialized International Toy Fair http://www.toyfair.de/homepage/?L=1

FRUIT LOGISTICA 05-07 Feb 2014, Berlin

The world's leading trade fair for the fresh produce business. http://www.fruitlogistica.de/en/

BIOFACH + VIVANESS 12-15 Feb 2014, Nuremberg

World's leading Trade Fair for Organic Food / International Trade Fair for Natural Personal Care http://www.vivaness.de/en/

INHORGENTA 14-17 Feb 2014, Munich International tradde fairJewelry, Timepieces, Lifestyle http://www.inhorgenta.com/

IWA OutdoorClassics 07-10 Mar 2014, Nuremberg World-leading exhibition for hunting guns, outdoor & security equipment www.iwa.info/en/

CeBIT 10-14 Mar 2014, Hanover

Leading international IT exhibition & conference for professionals http://www.cebit.de/home

analytica 01-04 April 2014, Munich

International Trade Fair for Laboratory Technology, Analysis, Biotechnology and analytica Conference http://www.analytica.de/en

HANNOVER MESSE 07-11 April 2014, Hanover

The world's leading trade fair for industrial technology http://www.hannovermesse.de/en/

Connecting Healthcare IT (conhIT) 06-08 May 2014, Berlin

Europe's leading event for healthcare IT www.conhit.com

CeMAT 19-23 May 2014, Hanover

The world’s leading Fair for Intralogistics http://www.cemat.de/home

Saudi Arabia MACHINEX Arabia

09-12 Feb 2014, Jeddah Saudi Arabia’s 4th International Machinery & Equipment Exhibition www.machinex-arabia.com

propac Arabia 09-12 Feb 2014, Jeddah

Saudi Arabia 19th international event for production & Processing, Printing & packaging, plastics & Chemicals www.propacarabia.com

Hajj expo 17-20 Feb 2014, Jeddah The Int’l. Exhibitions for products & services for the annual pilgrimage Textiles Arabia 25-28 March2014, Jeddah Saudi Arabia’s,Premiere international exhibition for Apparel, Machinery, Clothing, Fabrics and Accessories. www.textile-arabia.com

Saudi food, hotel & hospitality arabia 13-16 April 2014, Jeddah Saudi Arabia’s 19th International Event for Food, Beverages & Catering, Hotel Equipment, Supplies . www.sfhh-arabia.com

Bahrain Gulf Industry Fair

04 - 06 Feb 2014, Manama The premier industrial fair in the GCC www.gulfindustryfair.com

I TECH Gulf 9-10 April 2014, Manama

The premier international forum and exhibition for Information and Communication Technology (ICT) http://www.itechgulf.com/ Gulf Interiors

06-08 May 2014, Manama The exhibition for interiors, Design and furniture www.gulfinteriorsexhibition.com

Gulf Property show 06-08 May 2014, Manama Real estate Trade Fair


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