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