Hassad Foods float ‘Mahaseel’ to provide marketing edge to Qatar’s agro-industry

Hassad Foods float ‘Mahaseel’ to provide marketing edge to Qatar’s agro-industry

By QLBusiness

Qatar has been giving great focus and attention to attaining self-sufficiency in food production and it has been successful to a great extent.

Thanks to some out-of-the-box thinking, Qatar has almost achieved self-sufficiency in milk and meat production.

Now, the country’s agro-production is set to significantly expand with the introduction of Mahaseel — a new, wholly-owned subsidiary of Hassad Foods.

Once fully functional, Mahaseel is expected to give ample support to Qatar’s agriculture sector and also help producers better market their produce, reported Gulf Times.

“We conducted market analysis and identified a mechanism to offer required support to the private agricultural sector, in order to contribute to the country’s self-sufficiency. Accordingly, we established a company specialised in marketing and agricultural services,” Hassad Food chief executive Mohamed bin Badr Al Sadah said.

Mahaseel, which is expected to become functional within the next six months, will use multiple channels to drive supply chains and ensure added value to the produce of local farmers, according to The Peninsula.

Hassad Foods’ Vice President Ali Hilal Al Kuwari said studies they undertook found that local produce often failed to get the right price due to poor marketing strategies. He added that while less than 30% Qatari farms had a professional marketing strategy in place, the others were all struggling.

“From now on, they’ll focus solely on farming and Mahaseel will support them in the supply chain and ensure they’ll get the best value for their products”, he said.

"Out of 1,300 farms in Qatar, only 400 are in production and sales phase. The rest are in the production phase and rely on family, friends and acquaintances to sell their wares,” Al Kuwari was quoted as saying by Qatar Tribune.

Mahaseel has been formed in coordination with Qatar Chamber (QC) and the Ministry of Municipality and Environment (MME).

Qatar is expected to become almost self-sufficient in some agricultural sectors by 2022, in accordance with Qatar National Vision 2030.

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