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Abu Dhabi: Newly launched brand Hayatna offers an extensive dairy portfolio, 100% produced in the UAE. This homegrown brand is affiliated with EFI (Emirati Food Industry) and aims to play a major role in the UAE’s food security agenda by establishing the UAE as a world-leading centre for innovation-driven food security.
Currently, the UAE dairy and beverage products market still relies on imports for a major part of its supply chain. The brand aims to significantly reduce that percentage from current imports and bring it in line with the country’s target of 50 percent by 2051.
“Controlling and maintaining the supply chain is a key factor for us, especially with the current constrained food supply. Our strategy and focus is to develop our capabilities through innovation and product development to secure our presence in the UAE market and other regions. Also, strengthen and control the entire value chain to ensure a sustainable food supply in the UAE,” said Wasfi Kaso, CEO of EFI.
EFI owns two farms and a factory in Al Ain, with a herd of more than 6,000 cattle and an annual production of more than 31 million liters of fresh milk. “As a locally established business, we guarantee high-quality products, especially as we focus on local products throughout our supply chain,” adds Kaso.
Hatatna’s product range includes flavoured and unflavored fresh milk to international products such as Pot Yogurt & Labaan, Chaas Lassi, Greek yogurt, cream, spread cheese and mozzarella.
Among Hayatna’s unique offerings, Hayatna offers our range of ethnic products designed to cater to the preferences and unique flavours of a large consumer segment. Dairy products are specially formulated according to popular tastes and traditional values with a modern interpretation.
The dairy industry is one of the most competitive categories in the market. Having added value will have a real impact on consumers. With its dairy farms and local production, Hayatna aims to provide the Emirati population with the highest quality products, significantly reducing reliance on imports and making Hayatna the first choice for everyone.
Hayatna Dairy is the first step in launching a full line of high-quality products that will focus on the health and well-being of consumers. Keep in mind the strategies and regulations issued by the UAE FSC.
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About the UAE Food Industry
Emirates Food Industries (EFI) is one of the UAE’s leading food, dairy and agriculture companies. Headquartered in Abu Dhabi, EFI has extensive manufacturing, logistics and distribution operations in the UAE. It has diversified interests in agriculture, animal feed, dairy and food, with a group of more than 10 companies. It plays a key role in the UAE’s food security agenda.
The group includes the following agribusinesses and companies:
- National Feed and Flour Production and Marketing Co. (NFFPM), a leading producer and distributor of animal feed.
- National Dairy Factory (Hayatna)
- National Dairy Farms (NDF) and Masaken Dairy Farms (MDF), the two largest independent dairy farms in the UAE.
- National Bags Factory, a leading manufacturer of polypropylene bags.
- Al Rawdah Veterinary Clinic (RVC)
media inquiries, please contact:
9Yards Media & Marketing
Amar Adela
E: ammar.adrah@9yards.ae
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