Representing a significant milestone in its history, Co-op Islami, the region’s leading provider of quality Halal products, yesterday, unveiled its new, dynamic brand identity – part of its strategy to reposition its marketing efforts and strengthen its penetration into a wider GCC market.
The company will now be known as Al Islami Foods, with a refreshing logo design that is intended to project the company’s ambition to become a global presence. Al Islami Foods pointed out that the brand identity further signifies the company’s evolution as a leading provider of quality and healthy ‘Halal’ food products.
The new brand identity was unveiled yesterday evening before a gathering of industry leaders and media personnel, on the sidelines of Gulfood 2006 exhibition, a prestigious food and safety industry event being held at the Dubai International Exhibition Center, Dubai, from February 19th – 22nd.
Speaking at a press conference in Dubai yesterday, Saleh Abdullah Lootah, Chief Executive Officer of Al Islami Foods, pointed out: “The new brand identity incorporates an appealing design that represents an inspired synergy at the core of our operations while celebrating our leadership position and modern marketing approaches. In the coming months, we intend to grow the value of the brand and further communicate our brand mission to our consumers.”
Accompanying the name change to Al Islami Foods is a trendier logo that expresses energy and global appeal while building upon the strong brand equity already established by the company’s product line-up. The new logo will be featured prominently on the attractive product packaging.
Lootah described the new logo as a perfect balance between the company’s FMCG legacy with its future vision. “While a great deal has changed in terms of name, brand identity and logo, our approach continues to remain the same – to provide superior quality and real ‘Halal’ products to our customers worldwide and continue to set the benchmark in the industry,” he explained.
Al Islami Foods has established itself as a leading player in the GCC’s AED 400 million processed food industry, employing the most advanced international technologies in its operations to offer fresh and healthy products. These processes ensure that the food items are prepared under the most stringent hygiene standards and offer high nutritive content. Al Islami Foods’ reputed line of processed food includes chicken, meat, beef, seafood, vegetarian food and dairy products.
Mammon Othman, Chief Operating Officer, Al Islami Foods, said that the company’s new identity was consistent with the company’s plans to reach a broader global audience of consumers. “We pride ourselves with being a trusted name in providing genuine halal products to our consumers,” he stated. “Al Islami Foods is now being recognized in many countries as a progressive brand and won several prestigious awards for its innovative approach in food processing.”
“Our new brand identity will seek to reinforce our commitment to cultivate a stronger relationship with our consumers in all markets,” explained Mustafa Jassem, Al Islami Foods’ Demand Manager. “While guaranteeing easy recognition of our products, the new logo and brand identity express the core values of Al Islami Foods – quality, health and innovation – making them a direct reflection of the company’s strong corporate culture.”
For more information, please visit the Al Islami Foods stand in Hall No 6, Stand B6-9.
Established as CO-OP ISLAMI in 1981 to satisfy the growing demand for real Halal food in the Arab world, AL ISLAMI FOODS was formed as a result of the long relentless efforts commenced in the early seventies when Hajj Saeed Bin Ahmad Lootah instituted Dubai Co-operative Society. Starting with its successful frozen chicken product line, AL ISLAMI FOODS expanded its operations to include mutton and beef.
In 1991, Dubai Co-operative Society's efforts were culminated by establishing its "CO-OP ISLAMI" meat processing plant in Jebel Ali Free Zone. This plant is considered a recognizable breakthrough as it became the real producer of a variety of food products under the name "CO-OP ISLAMI", after being produced outside the country on its behalf. AL ISLAMI FOODS products are considered as quality benchmark trusted by consumers across the UAE and the GCC, and this has made it one of the best and most preferred brands in the region.
