Al Ghurair driving innovation and sustainability in the UAE’s poultry industry

For 20 years, Al Ghurair has been a cornerstone of the nation’s food security agenda producing 200 million fresh, high-quality eggs every year. On Poultry Day, we celebrate the strides made in sustainable and innovative poultry production to build a future that supports the UAE’s vision for a self-sufficient and environmentally responsible food system.

Al Ghurair’s strategy on innovation-first is in both processes and products. Our state-of-the-art processing facilities and automated, biosecure systems enhance food safety while minimising human handling and reducing contamination risks. Our goal is simple: to provide the highest quality, nutritious eggs by maintaining the maximum hygiene standards across production.

Our product innovation strategy includes the new poultry farm for fresh chicken at KEZAD, the first of three planned mega food processing projects, with an investment of over Dh1 billion. This comes on the heels of the launch of liquid eggs in 2024, offering convenience to the service industry, a testament to our efforts of innovating for both consumers and businesses.

Sustainability is at the core of Al Ghurair’s operations. One of its groundbreaking initiatives includes feed optimisation, improving efficiency while reducing the industry’s environmental impact. By reformulating poultry diets and leveraging nutrition supplementation, we have worked on significantly reducing our carbon footprint — to cut CO2 emissions by 930 tons, with the potential of saving nearly 2,000 tons annually. This is equal to the environmental impact of a car going around the world 190 times.

Our commitment to the nation’s food security goals is evident through our strategy on unlocking the full potential of our birds. This dedication was recognised through the Best Flock award from Lohmann, a globally esteemed organisation, reinforcing the company’s leadership in poultry farming excellence.

Al Ghurair is committed to putting consumers at the heart of everything we do. With the packaging and brand revamp of the flagship brand, Jenan, we have directed our marketing spends to educate consumers about the benefits of choosing locally produced poultry. We emphasise transparency and trust, ensuring that consumers recognise the superior freshness, quality, and sustainability of the UAE-produced eggs.

Jenan highlights the benefits of the mighty egg through engaging digital campaigns, influencer partnerships, and in-store activations. By strengthening relationships with retailers and improving merchandising strategies, we simplify the consumer’s path-to-purchase, making it easier to choose sustainable, high-quality poultry products. By focusing on innovation, marketing and environmental responsibility, we are shaping a future where poultry production not only meets consumer needs but also supports the UAE’s vision for a resilient, self-sufficient, and eco-conscious food system.