The Middle East is one of MBRF’s most important and long-standing markets, with MBRF present in the region since the 1970s, building deep trust with consumers, partners, and institutions over several decades.
Today, the region represents a high-growth, premium market for halal and value-added food products, such as “ready to prepare” products. MBRF’s scale, integrated operations, and strong local footprint have allowed the company to support food security, economic diversification, and the continued development of the halal food ecosystem across the Middle East.
Across the region, MBRF operates three industrial plants, 17 distribution centres, and five commercial offices, which are supported by robust logistics and supply chain capabilities.
From a commercial perspective, over the next five years, Mahmoud Saad, Commercial Director, MBRF, sees significant opportunities to expand distribution partnerships in the region, strengthen the company’s presence across priority channels, and respond to evolving consumer needs around quality, convenience, affordability, and halal assurance.
Saad said that consumer preferences in the Middle East have become more sophisticated and value-driven. Shoppers have been looking for products that combine trusted halal credentials with superior quality, convenience, and competitive pricing.
“This is directly shaping our innovation pipeline. We are placing greater emphasis on value-added and ready-to-prepare products that fit modern lifestyles, while continuing to deliver consistent quality and food safety. At the same time, we work closely with retail partners to adapt formats, pack sizes, and ranges to meet local market preferences,” said Saad.
Innovation is not only about launching new products; it is about ensuring those products are scalable, reliable, and relevant to the way retailers operate, and consumers shop today.
He added that consumers associate halal with quality, safety, and transparency. That means ensuring integrity at every stage, from sourcing and processing to distribution and export, while also working with retail partners to communicate halal credentials on the shelf clearly.
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