Supreme Foods, with its Head Office in Jeddah, is leading the development of the market in Saudi for further-processed broiler meat products. In 1996, this company redeveloped its Tanmiah brand as part of a marketing strategy that saw the launch of anew range of poultry products including packs of individually quick-frozen portions and a comprehensive range of chilled portions. In a market which is still dominated by frozen whole bird sales this innovative move has proven extremely successful An integrated poultry producer, Supreme Foods utilises around 300,000 broiler parents/year, all of which are Ross 208, It produces 600,000 broiler chicks/week, one-third of which it uses itself, the remaining two-thirds being sold to independent broiler growers through its sister company Agricultural Development Co Ltd (ADC). Having won contracts to supply organisations such as KFC, Saudi Air and major supermarket chains, 90% of Supreme Foods' output is sold in fresh form and of this, 25% is currently sold as portions/deboned product. This is expected to rise to around 50% over the next three years, reflecting Saudi's changing eating habits where convenience is an increasingly important factor.
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