SAUDI ARABIA | Almarai Company has entered the red meat market with the launch of its pre-packed beef brand, HABOOR.
Supported by an investment of approximately half a billion Saudi Riyals, the move marked an important step in the company’s growth journey, expanding its presence into new food categories, offering consumers more choices, creating new growth opportunities, and reaffirming its contribution to the national food security ecosystem.
This expansion aligns with Almarai’s recently announced 2026-2031 growth strategy, which is built on four key pillars to drive future growth. One pillar is selective expansion into promising new categories, including red meat.
The launch of HABOOR marked an important milestone that will further diversify Almarai’s portfolio and expand the company’s local manufacturing capabilities, in line with national priorities and Saudi Vision 2030.
Fawaz Aljasser, CEO of Almarai Company, said this investment is a strategic step that builds on Almarai’s strengths while supporting long-term growth ambitions.
“Through HABOOR, we are entering the red meat market with a focus on quality, reliability, and value creation, supported by the integrated capabilities that have defined Almarai’s success for nearly five decades,” said Aljasser.
“As we continue to invest in growth, we remain committed to contributing to food security and strengthening the resilience of the Kingdom’s food ecosystem.”
More global news here
