00:01Belgia czoczolates,
00:03Italian leather,
00:05and Colombian coffee.
00:08For some products, their country of origin is also a promise of quality.
00:13Hoping to earn the same reputation, Qatar is growing something too.
00:17Qatar's next brand of success is homegrown.
00:20The country is not only producing more of what it needs,
00:23it's building businesses with ambitions to go global.
00:27We're meeting the entrepreneurs putting Made in Qatar on the map.
00:31I'm Laila Humaira and this is Qatar in Motion.
00:37Did you know that since 2009,
00:40Qatar has held an expo solely dedicated to supporting and promoting homegrown products?
00:45The four-day Made in Qatar Expo is aimed at boosting the industrial sector
00:50and expanding investment opportunities in many others.
00:54Another initiative is the National Product Week.
00:57It showcases the country's domestic production
00:59and elevates the competitiveness of local companies.
01:05Well, among those companies,
01:08one brand is already a household name.
01:10While many in Qatar are familiar with Maserati
01:13for its poultry and dairy products,
01:15not many know that it operates several free-range farms
01:18while also being the first in the country
01:21to implement a full-cycle production system.
01:26Our farm, it's a simple name,
01:29but one that carries the meaningful weight
01:31of being one of Qatar's leading agricultural and food production companies.
01:36In just 10 years,
01:38Maserati has become a vital contributor to Qatar's food security goals.
01:43When we first started,
01:45Fresh Poultry accounted for only 50% of the Qatari market being produced here.
01:52We've taken that figure to almost 100%.
01:55We are a Qatari company that produces in Qatar for the Qatari market.
02:01And there's a saying we used to say and will continue to be saying.
02:07Our produce comes from the goodness of Qatar.
02:10So this gives a sense of belonging to this land.
02:15This gives a sense of nationalism for the company to have this name.
02:20After years of being Qatar's main supplier of whole and cut-up chicken,
02:25Maserati launched its free-range poultry division,
02:28including coloured eggs, to target the high-end market.
02:32The free-range is considered a more premium product.
02:35It is a niche product that has its own target customers.
02:40In Qatar, we live in a society where everyone is health-conscious,
02:45where everyone strives to get as much benefit from the food they eat as possible.
02:52Other than poultry,
02:54Maserati considers its animal feed unit and dairy unit
02:57as its two other main business pillars.
03:00The firm is Qatar's largest animal feed producer,
03:04boasting a 12-square-kilometre farm.
03:06Meanwhile, more than 4,500 Holstein cows
03:10form the backbone of the company's dairy farm.
03:16Several times a day,
03:18the cows go through what's called the milking parlor,
03:20where the work of producing fresh milk begins.
03:23As you can see,
03:24each cow is carefully milked using modern equipment
03:27where hygiene and animal welfare are at the heart of the process.
03:31It's here where tens of thousands of litres of milk
03:34is collected and prepared for its journey
03:37from this dairy farm to consumers all over Qatar.
03:42With the dairy production,
03:44our farm is located 5 kilometres from the potary farm
03:49on a 1.5-square-kilometre farm,
03:51producing almost 120 tonnes per day of dairy products.
03:55We've bought 250 cows from the U.S.
03:59that will be arriving in early November,
04:03so we're always expanding our herd.
04:07This is the third year in which we have been importing cows
04:12to try to expand our production faster and faster.
04:17All of Maserati's eight factories
04:19operate through a fully integrated system
04:22which controls every phase of food production
04:25from farm to table.
04:26It also targets a zero-waste production cycle,
04:29recycling all agricultural waste on site,
04:33the first in Qatar to do so.
04:35We've put in a sustainability initiative
04:38which was to have all the external lightings
04:41on the farms using solar power.
04:44We've reused the water
04:47that is used in the butchery operations,
04:51sticking to a treatment facility
04:53and then used for the irrigation of our farms.
04:56With the manure left over from the cows and chickens,
04:59that is also taken to its own facility
05:01to be treated and used for farming.
05:05Maserati's 10 years of operations
05:06have been challenged by what Saad calls ups and downs,
05:10but the firm hasn't let crises affect the products
05:13from reaching customers who need them.
05:15With every challenge and with every problem
05:18that gets into our way,
05:19we restructure our way of operation
05:24in order to avoid these kinds of disruptions.
05:26So we've invested in a very large stock
05:30of all materials used for operations.
05:33As long as the farm is up and running,
05:37we have no problem with continuing
05:39the same quantities of production,
05:42with the same quality,
05:44and most importantly, maintaining our price of sale.
05:49Maserati has ambitions to sell its products abroad,
05:52but believes it still has a lot more to do in its home market.
05:56Still, the firm hopes the national brand stamp
05:59on the packaging of each of its products
06:01can soon reach Qataris living abroad too.
06:04We feel pride when we have the label made in Qatar
06:07in all of our products.
06:09We feel the sense of pride when we are contributing
06:12to one aspect of food security in Qatar.
06:14As a consumer, I always opt for getting
06:17Qatari-produced products.
06:20This gives a sense of pride for the country,
06:23and furthermore, this helps grow the economy,
06:27which indirectly turns back to me as a consumer.
06:33Whether it's to fill a gap in the market
06:36or a novel idea,
06:37successful enterprise often begins
06:39with a founder who dares to dream.
06:42For one entrepreneur,
06:43that dream was born from wanting to eat cleaner.
06:50Rami is touching everybody's lives here in the country
06:53through one way or another,
06:55and we've been part of everybody's journey here
06:59for the last 16 years.
07:01I was teaching kids after school
07:03how to be healthy physically and nutritionally,
07:08and we were looking at all the lunchboxes,
07:12and the kids were talking about
07:13whether they ate fruits or vegetables during the day,
07:17and so that's where I recognized
07:19that there was a gap in need
07:21not only from the children's point of view,
07:25but also from the adult point of view.
07:28The concept of cold press was not in the market,
07:31so when I brought the technology here,
07:35I also had to work with the ministry
07:37and the government
07:38to help educate on what this technology does.
07:42Prometally started with six signature juices,
07:45and then we grew our products
07:47not only from cold press juices,
07:48but also for fresh-cut fruits,
07:52ready-to-eat meals,
07:53frozen products,
07:55even bakeries and snacks
07:57and sweets and treats,
08:00and now we grew into 500 different products.
08:03We actually distribute
08:04to over 490 corporates and institutions
08:08all over the country.
08:11Some of the bigger brands,
08:13for example, is Qatar Airways.
08:15They've been a great support to us.
08:16We have multiple brands
08:18that sit under the House of Raw Middle East,
08:20and one of those brands
08:21is called Nosh Cravings.
08:22Nosh Cravings, again,
08:24falls into that ethos
08:25of what we're trying to do,
08:26which is convenience
08:27and easy, accessible food.
08:30A lot of people are shocked
08:31that it's plant-based,
08:32and that's kind of
08:34what we wanted to deliver.
08:36My parents, actually,
08:37they have entrepreneurial spirits and heart,
08:40They really instilled in us
08:42to be independent,
08:44to be able to build
08:46or create value
08:48that you can rely on,
08:50and they also told us
08:51that anything's possible,
08:53so that never stops us
08:55from being able to dream big.
08:57If I can impact one person's life,
09:00that that was key for me,
09:03and being able to even make someone
09:05and help someone feel better,
09:07that really warms my heart,
09:10It's been the highlight of my career
09:12and my life
09:12to actually meet
09:13Her Highness Sheikha Mosa
09:15during the HSC Gala event
09:18and where I was able
09:19to introduce Raw Middle East,
09:22and when she put her hand
09:24on my shoulder,
09:25it really felt comforting
09:27because she also was very encouraging
09:29to say good luck,
09:30and it really gave me
09:32kind of the motivation
09:34to keep going.
09:35The Qatari Maid brand
09:36is more than simply
09:38where it's made.
09:39It's actually about developing it,
09:41scaling it,
09:42and distributing it
09:43from here in Qatar.
09:44We should be able
09:45to be competing
09:46with international brands,
09:48and we can
09:49because we have
09:50all of the tools
09:51and equipment
09:52to make it happen,
09:53and also the level
09:54of quality
09:55and the scalability.
09:58What's next
09:59is actually exporting regionally,
10:01and really that's
10:03our main priority right now
10:05is to scale it beyond Qatar.
10:08One of the biggest ways
10:09the country is building
10:10the Made in Qatar brand
10:11is through investments,
10:13from supporting
10:14impactful initiatives abroad
10:15to attracting businesses
10:17to set up shop in Qatar.
10:19We need one company
10:21that's helping the country
10:22build its first
10:23electric vehicle factory.
10:27We are always looking
10:30for having
10:31a diversified portfolio,
10:33so we realize
10:35that Qatar needs to have
10:36a Made in Qatar product,
10:38and it has to be unique.
10:40So we decided
10:41to establish
10:42the first EV factory
10:43in Qatar
10:44in partnership
10:45with VAT company.
10:47Of course,
10:48investments must create
10:50financial returns,
10:51but for us,
10:52it should also
10:53create positive
10:54economic impact.
10:56We look for projects
10:57that can create jobs,
11:00introduce new technology,
11:02improve infrastructure,
11:03and support
11:04local industries.
11:06That's the idea
11:08behind JTA.
11:09We don't want
11:10to be an investor.
11:11We want to be
11:12long-term strategic partner.
11:15We are proud
11:15that is a Qatari company
11:17with headquarters
11:18in Doha.
11:20We are already
11:21working toward
11:22unique projects
11:23in sport,
11:24infrastructure,
11:25and tourism,
11:26which we believe
11:28can create
11:29strong international
11:30connections
11:31and further support
11:32Qatar-positive
11:34image globally.
11:37from dairy
11:38and poultry products
11:39to boosting
11:40the EV industry
11:41and starting
11:42a plant-based
11:43food movement,
11:44Qatar has been
11:45building a reputable
11:46national brand,
11:47one that is rooted
11:47in its economic value,
11:49but measured
11:50by its impact
11:51on the market.
11:52That's all the time
11:52we have for now.
11:53Thanks for watching
11:54Qatar in Motion
11:55and see you next time.
