00:01BELGIAN CHOCOLATES
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, KATAR IS GROWING SOMETHING TOO
00:17KATAR'S NEXT BRAND OF SUCCESS IS HOME GROWN
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 KATAR ON THE MAP
00:30I'M LAYLA HUMAYRA AND THIS IS KATAR IN MOTION
00:37DID YOU KNOW THAT SINCE 2009, KATAR HAS HELD AN EXPO SOLELY DEDICATED
00:43TO SUPPORTING AND PROMOTING HOME GROWN PRODUCTS
00:45THE FOUR-DAY MADE IN KATAR 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
01:00AND ELEVATES THE COMPETITIVENESS OF LOCAL COMPANIES
01:05WELL, AMONG THOSE COMPANIES, ONE BRAND IS ALREADY A HOUSEHOLD NAME
01:10WHILE MANY IN KATAR 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
01:21TO IMPLEMENT A FULL-CYCLE PRODUCTION SYSTEM
01:26OUR FARM
01:27IT'S A SIMPLE NAME
01:29BUT ONE THAT CARRIES THE MEANINGFUL WEIGHT
01:32OF BEING ONE OF KATAR'S LEADING AGRICULTURAL AND FOOD PRODUCTION COMPANIES
01:36IN JUST TEN YEARS
01:38MASERATI HAS BECOME A VITAL CONTRIBUTOR
01:41TO KATAR'S FOOD SECURITY GOALS
01:43WHEN WE FIRST STARTED FRESH POULTRY ACCOUNTED FOR ONLY 50% OF THE KATARIAN MARKET BEING PRODUCED HERE
01:52WE'VE TAKEN THAT FIGURE TO ALMOST 100%
01:55WE ARE A KATARI COMPANY THAT PRODUCES IN KATAR FOR THE KATARIAN MARKET
02:01AND THERE'S A SAYING WE USED TO SAY AND WILL CONTINUE BE SAYING
02:06OUR PRODUCE COMES FROM THE GOODNESS OF KATAR
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 KATAR'S MAIN SUPPLIER OF WHOLE AND CUT-UP CHICKEN
02:24MASERATI LAUNCHED ITS FREE-RANGE POULTRY DIVISION
02:27INCLUDING COLORED EGGS TO TARGET THE HIGH-END MARKET
02:31THE FREE-RANGE IS CONSIDERED A MORE PREMIUM PRODUCT
02:35IT IS A NICHE PRODUCT THAT HAS ITS OWN TARGET CUSTOMERS
02:39IN KATAR WE LIVE IN A SOCIETY WHERE EVERYONE IS HEALTH CONSCIOUS
02:46WHERE 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
02:57AS ITS TWO OTHER MAIN BUSINESS PILLARS
03:00THE FIRM IS KATAR'S LARGEST ANIMAL FEED PRODUCER
03:04BOASTING A 12 SQUARE KILOMETRE FARM
03:06MEANWHILE, MORE THAN 4,500 HOLSTEIN COWS
03:10FORMED THE BACKBONE OF THE COMPANY'S DAIRY FARM
03:16SEVERAL TIMES A DAY, THE COWS GO THROUGH WHAT'S CALLED THE MILKING PARLOR
03:20WHERE THE WORK OF PRODUCING FRESH MILK BEGINS
03:23AS YOU CAN SEE, EACH COW IS CAREFULLY MILKED
03:26USING MODERN EQUIPMENT WHERE HYGIENE AND ANIMAL WELFARE
03:58ARE AT THE HEART OF THE PROCESS.
03:59THAT WILL BE ARRIVING IN EARLY NOVEMBER SO WE'RE ALWAYS EXPANDING
04:06OUR HEART. THIS IS THE THIRD YEAR IN WHICH WE HAVE BEEN
04:10ON POSTING COWS TO 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,
04:30RECYCLING ALL AGRICULTURAL WASTE ON SITE, THE FIRST IN KATAR TO DO SO.
04:35WE'VE PUT IN A SUSTAINABILITY INITIATIVE, WHICH WAS TO HAVE ALL THE EXTERNAL LIGHTINGS
04:41IN THE FARMS USING SOLAR POWER. WE'VE REUSED THE WATER THAT IS USED IN THE BUTCHERY
04:50OPERATIONS, STICKING TO A TREATMENT FACILITY AND THEN USED FOR THE IRRIGATION OF OUR FARMS.
04:56WITH THE MANIOR LEFT OVER FROM THE COWS AND CHICKENS, THAT IS ALSO TAKEN TO ITS OWN FACILITY
05:01TO BE TREATED AND USED FOR FARMING.
05:05MASERATI'S TEN 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.
05:27SO WE'VE INVESTED IN A VERY LARGE STOCK OF ALL MATERIALS USED FOR OPERATIONS.
05:33AS LONG AS THE FARM IS UP AND RUNNING, WE HAVE NO PROBLEM WITH CONTINUING THE SAME QUANTITIES OF PRODUCTION,
05:42WITH THE SAME QUALITY, AND MOST IMPORTANTLY, MAINTAINING OUR PRICE OF SAIL.
05:49MASERATI HAS AMBITIONS TO SELL ITS PRODUCTS ABROAD, BUT BELIEVES IT STILL HAS A LOT MORE TO DO IN ITS
05:55HOME MARKET.
05:56STILL, THE FIRM HOPES THE NATIONAL BRAND STAMP ON THE PACKAGING OF EACH OF ITS PRODUCTS CAN SOON REACH Qataris
06:03LIVING 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 QATAR-PRODUCED PRODUCTS.
06:20THIS GIVES A SENSE OF PRIDE FOR THE COUNTRY, AND 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.
06:42FOR ONE ENTREPRENEUR, THAT DREAM WAS BORN FROM WANTING TO EAT CLEANER.
06:50RAMI IS TOUCHING EVERYBODY'S LIVES HERE IN THE COUNTRY, THROUGH 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.
07:08AND WE WERE LOOKING AT ALL THE LUNCH BOXES, AND THE KIDS WERE TALKING ABOUT WHETHER THEY APE FRUITS
07:15OR VEGETABLES DURING THE DAY.
07:17AND SO THAT'S WHERE I RECOGNIZED THAT THERE WAS A GAP IN 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.
07:42WE PROVIDEDLY STARTED WITH SIX SIGNATURE JUICES, AND THEN WE GREW OUR PRODUCTS NOT ONLY FROM
07:47COLD PRESS JUICES, BUT ALSO FOR FRESH-CUT FRUITS, READY-TO-EAT MEALS, FROZEN PRODUCTS, EVEN BAKERIES
07:57AND SNACKS, AND SWEETES AND TREATS, AND 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 HATTER AIRWAYS.
08:15THEY'VE BEEN A GREAT SUPPORT TO US.
08:16WE HAVE MULTIPLE BRANDS THAT SIT UNDER THE HOUSE OF RAH MIDDLE EAST, AND ONE OF THOSE BRANDS IS
08:21CALLED NOSH CRAVINGS.
08:22NOSH CRAVINGS, AGAIN, FALLS INTO THAT ATHOS OF WHAT WE'RE TRYING TO DO, WHICH IS CONVENIENCE
08:27AND EASY, ACCESSIBLE FOOD.
08:30A LOT OF PEOPLE ARE SHOCKED THAT IT'S PLANT-BASED, AND THAT'S KIND OF WHAT WE WANTED TO DELIVER.
08:36MY PARENTS, ACTUALLY, THEY HAVE INTRAINERAL SPIRITS AND HEART.
08:40THEY REALLY INSTILLED IN US TO BE INDEPENDENT, TO BE ABLE TO BUILD OR CREATE VALUE THAT YOU CAN
08:49RELY ON, AND THEY ALSO TOLD US THAT ANYTHING'S POSSIBLE, SO THAT NEVER SAUGHT US FROM BEING ABLE
08:56TO DREAM BIG.
08:57IF I CAN IMPACT ONE PERSON'S LIFE, THAT WAS KEY FOR ME.
09:03AND BEING ABLE TO EVEN MAKE SOMEONE AND HELP SOMEONE FEEL BETTER, THAT REALLY WARMS MY HEART.
09:10IT'S BEEN THE HIGHLIGHT OF MY CAREER AND MY LIFE TO ACTUALLY MEET HER HAYNA SHEKHA MOZA DURING
09:15THE HSC GALA EVENTS, AND WHERE I WAS ABLE TO INTRODUCE RAW MIDDLE EAST.
09:22AND WHEN SHE PUT HER HAND ON MY SHOULDER, IT REALLY FELT COMFORTING, BECAUSE SHE ALSO WAS
09:28VERY ENCOURAGING TO SAY GOOD LUCK, AND IT REALLY GAVE ME KIND OF THE MOTIVATION TO KEEP GOING.
09:35THE KATARI MADE BRAND IS MORE THAN SIMPLY WHERE IT'S MADE.
09:39IT'S ACTUALLY ABOUT DEVELOPING IT, SCALING IT, AND DISTRIPING IT FROM HERE IN KATAR.
09:44WE SHOULD BE ABLE TO BE COMPETING WITH INTERNATIONAL BRANDS, AND WE CAN, BECAUSE WE HAVE ALL OF THE
09:51TOOLS AND EQUIPMENT TO MAKE IT HAPPEN, AND ALSO THE LEVEL OF QUALITY AND THE SCALABILITY.
09:58WHAT'S NEXT IS ACTUALLY EXPORTING REGIONALLY, AND REALLY THAT'S OUR MAIN PRIORITY RIGHT
10:04NOW IS TO SCALE IT BEYOND KATAR.
10:08ONE OF THE BIGGEST WAYS THE COUNTRY IS BUILDING THE MADE IN KATAR BRAND IS THROUGH INVESTMENTS.
10:13FROM SUPPORTING IMPACTFUL INITIATIVES ABROAD, TO ATTRACTING BUSINESSES TO SET UP SHOP IN KATAR.
10:19WE NEED ONE COMPANY THAT'S HELPING THE COUNTRY BUILD ITS FIRST ELECTRIC VEHICLE FACTORY.
10:27WE ARE ALWAYS LOOKING FOR HAVING DIVERSITY OF PORTFOLIOS.
10:33SO WE REALIZED THAT KATAR NEED TO HAVE MADE IN KATAR PRODUCTS, AND IT HAS TO BE UNIQUE.
10:40SO WE DECIDED TO ESTABLISH THE FIRST EV FACTORY IN KATAR IN PARTNERSHIP WITH WHAT COMPANY.
10:46OF COURSE INVESTMENTS MUST CREATE FINANCIAL RETAILS, BUT FOR US IT SHOULD ALSO CREATE POSITIVE ECONOMIC IMPACT.
10:56WE LOOK FOR PROJECTS THAT CAN CREATE JOBS, INTRODUCE NEW TECHNOLOGY, IMPROVE INFRASTRUCTURE AND SUPPORT LOCAL INDUSTRIES.
11:06THAT'S THE IDEA BEHIND JTA. WE DON'T WANT TO BE AN INVESTOR. WE WANT TO BE LONG TERM STRATEGIC PARTNER.
11:14WE ARE PRODUCE IS A KATARI COMPANY WITH HEADQUARTER IN DOHA.
11:20WE ARE ALREADY WORKING TOWARD UNIQUE PROJECTS IN SPORT, INFRASTRUCTURE AND TOURISM,
11:26WHICH WE BELIEVE CAN CREATE STRONG INTERNATIONAL CONNECTIONS AND FURTHER SUPPORT KATAR POSITIVE IMAGE GLOBALLY.
11:37FROM DAIRY AND POULTRY PRODUCTS TO BOOSTING THE EV INDUSTRY AND STARTING A PLANT-BASED FOOD MOVEMENT,
11:44KATAR HAS BEEN BUILDING A REPUTABLE NATIONAL BRAND, ONE THAT IS ROOTED IN ITS ECONOMIC VALUE,
11:49BUT MEASURED BY ITS IMPACT ON THE MARKET.
11:52THAT'S ALL THE TIME WE HAVE FOR NOW.
11:53THANKS FOR WATCHING KATAR IN MOTION AND SEE YOU NEXT TIME.
11:56THANKS FOR FARD know Ya ampudate.
11:56THANKS FOR HELPING.
11:56THANKS FOR HELPING THE EVERY TIME.
12:00THANKS FOR HELPING THANY AND ALL soon.
