Poultry brand pioneers packaging in UAE to shut out atmospheric contaminants
Dubai Emirates Modern Poultry Co., also known as Al Rawdah, has adopted packaging designed to keep its chicken products fresh from farm to home.
The brand claims to be the UAE’s first to use Cryovac vacuum packaging, in collaboration with US-based technology providers. Cryovac packaging is designed to prevent exposure to external atmosphere, preserving freshness better for extended periods.
Dr El Rashid Dafalla Mohamed, CEO of Al Rawdah. described the new packaging as “a first for the UAE”.
“It prevents cross-contamination, creates a shield against bacteria, and keeps our products away from humidity, water, and atmospheric pollutants,” he said. “We have reorganised our packaging workflow to ensure that farm-fresh chickens go into a bagloader and straight to a vacuum chamber where they are sealed and the packaging is then shrunk.”
The bags also occupy less shelf space to create cost benefits for distributors and supermarkets, said the company.
Al Rawdah expects 5% growth for fresh chicken through 2017. The brand is also expanding its products across its fresh, chilled, and frozen chicken lines with smoked chicken breast in different flavours, frozen tandoori chicken kebab packs, and eight-piece braai packs.