Obour land commences production in 3 lines

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Tue, 28 Jan 2020 - 09:35 GMT

Men work at a 'Obour Land' cheese factory in the outskirts of Cairo, Egypt, January 30, 2017. REUTERS/Stringer

Men work at a 'Obour Land' cheese factory in the outskirts of Cairo, Egypt, January 30, 2017. REUTERS/Stringer

CAIRO - 28 January 2020: Obour Land for Food Industries (OLFI) announced Monday the commence of the production in the 3 new Tetra Pak® A3 speed production lines and the introduction of its new white cheese package which have a unique design that make them more appealing to consumers in the markets, according to the company’s Vice Chairman Ashraf Hamed Sherif.

Sherif added that the new production lines produce more packs per hour, 3 times faster than the old production lines, which will accordingly reduce industrial expenses and the running costs of operating the new lines.

According to Sherif, the new production lines will reduce energy consumption, water consumption and will be more environmentally friendly.

“Our commitment to excellence and aspirations to offer the highest-possible quality of products, which are both affordable and safe, remains our key prime focus and our relentless driver for our expansionary attitude,” he stated.

He believed that to preserve the company’s position as the market leader in the white cheese market and to enhance it even further, the company must always develop its existing products and to create new innovative products.

“Obour Land’s strategy aims to acquire a decent market share based on consumer preferences rather than discounted prices therefore the company does not engage in price wars or offers big discounts as a way to penetrate new markets,” he referred during commenting on the company’s financial profits of 2019.

He clarified that the management believes that this strategy maybe slower but it will lead to having a more stable and long-term market share that will be loyal to the brand similar to the company’s white cheese success story and by using the same applied sales policies.

“Moreover, the company’s management has established a short-term plan to boost Milk and Juice sales in 2020.”

The company recorded consolidated profits of LE 295.29 million during 2019, compared to LE 238 million in 2018, marking an increase of 24 percent.

During the first half of 2019, Obour Land for Food Industries recorded a 10.4 percent increase in its consolidated profits, recording LE 127.26 million, compared to LE 115.18 million during the same half of 2019.

Obour Land operates in the food, beverage and tobacco sector with a focus on canned food and meat.

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