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
01:06WELL, 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
01:33AGRICULTURAL AND FOOD PRODUCTION COMPANIES
01:36IN JUST TEN YEARS, MASERATI HAS BECOME A VITAL CONTRIBUTOR TO 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 KATARIAN COMPANY THAT PRODUCES IN KATAR FOR THE KATARIAN MARKET
02:01AND THERE'S A SAYING WE USED TO SAY AND WILL CONTINUE TO BE SAYING
02:06OUR PRODUCES 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 INCLUDING 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-KILOMETER FARM
03:06MEANWHILE, MORE THAN 4,500 HOLSTEIN COWS
03:10FORM 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 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 LITERS OF MILK IS COLLECTED
03:35AND PREPARED FOR ITS JOURNEY FROM THIS DAIRY FARM
03:38TO CONSUMERS ALL OVER KATAR
03:42WITH THE DAIRY PRODUCTION, OUR FARM IS LOCATED 5 KILOMETRES FROM THE POTARY FARM
03:49ON A 1.5 SQUARE KILOMETRES FARM
03:51PRODUCING ALMOST 120 TONS PER DAY OF DAIRY PRODUCTS
03:54WE'VE BOUGHT 250 COWS FROM THE U.S. THAT WILL BE ARRIVING IN EARLY NOVEMBER
04:03SO WE'RE ALWAYS EXPANDING OUR HEART
04:06THIS IS THE THIRD YEAR IN WHICH WE HAVE BEEN UMPORTING 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 THE FIRST IN KATZAR 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
04:51STICKING TO A TREATMENT FACILITY AND 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 TO 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 CRISIS 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
05:32THAT IS USED FOR OPERATIONS AS LONG AS THE FARM IS UP AND RUNNING
05:37WE HAVE NO PROBLEM WITH CONTINUING THE SAME QUANTITIES OF PRODUCTION
05:42WITH THE SAME QUALITY AND 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 ON THE PACKAGING OF EACH OF ITS PRODUCTS
06:01CAN SOON REACH KATARI'S LIVING ABROAD TOO
06:04WE FEEL PRIDE WHEN WE HAVE THE LABEL MADE IN KATAR IN ALL OF OUR PRODUCTS
06:09WE FEEL THE SENSE OF PRIDE WHEN WE ARE CONTRIBUTING TO ONE ASPECT OF FOOD SECURITY IN KATAR
06:14AS A CONSUMER I ALWAYS OPT FOR GETTING KATARI 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
06:50RAMI 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 AND PHYSICALLY AND NUTRITIONALLY
07:07AND WE WERE LOOKING AT ALL THE LUNCH BOXES AND THE KIDS WERE TALKING ABOUT
07:13WHETHER THEY APE FRUITS OR VEGETABLES DURING THE DAY
07:16AND SO THAT'S WHERE I RECOGNIZED THAT THERE WAS A GAP IN NEED
07:21NOT ONLY FROM THE CHILDREN POINT 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
07:34I ALSO HAD TO WORK WITH THE MINISTRY AND THE GOVERNMENT TO HELP EDUCATE ON WHAT THIS TECHNOLOGY DOES
07:41PROVIDEDLY 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
07:51READY TO EAT MEALS
07:53FROZEN PRODUCTS
07:54EVEN BAKERIES AND SNACKS
07:57AND SWEETS AND TREATS
08:00AND NOW WE GREW INTO 500 DIFFERENT PRODUCTS
08:03WE ACTUALLY DISTRIBUTE TO OVER 490 CORPORATES AND INSTITUTIONS
08:08ALL OVER THE COUNTRY
08:11SOME OF THE BIGGER BRANDS FOR EXAMPLE IS HATTER AIRWAYS
08:14THEY'VE BEEN A GREAT SUPPORT TO US
08:16WE HAVE MULTIPLE BRANDS THAT SIT UNDER THE HOUSE OF RAH 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
08:37THEY HAVE ENTREPRENEURAL SPIRITS AND HEART
08:39THEY 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 STOPPED US FROM BEING ABLE TO DREAM BIG
08:56IF I CAN IMPACT ONE PERSON'S LIFE THAT THAT WAS KEY FOR ME
09:03AND 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
09:12I WOULD LIKE TO ACTUALLY MEET HER HIGHNESS SHECHOMOSA
09:15DURING THE HSC GALA EVENTS
09:18AND 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 KATARI MADE BRAND IS MORE THAN SIMPLY WHERE IT'S MADE
09:39IT'S ACTUALLY ABOUT DEVELOPING IT SCALING IT
09:42AND DISTRIPING IT FROM HERE IN KATAR
09:44WE SHOULD BE ABLE TO BE COMPETING WITH INTERNATIONAL BRANDS
09:47AND WE CAN BECAUSE WE HAVE ALL OF THE TOOLS AND EQUIPMENT
09:52TO MAKE IT HAPPEN
09:53AND ALSO THE LEVEL OF QUALITY AND THE SCALABILITY
09:58WHAT'S NEXT IS ACTUALLY EXPORTING REGIONALLY
10:01AND REALLY THAT'S OUR MAIN PRIORITY RIGHT NOW
10:05IS TO SCALE IT BEYOND KATAR
10:07ONE OF THE BIGGEST WAYS THE COUNTRY IS BUILDING
10:10THE MADE IN KATAR BRAND IS THROUGH INVESTMENTS
10:13FROM SUPPORTING IMPACTFUL INITIATIVES ABROAD
10:16TO ATTRACTING BUSINESSES TO SET UP SHOP IN KATAR
10:19WE NEED ONE COMPANY THAT'S HELPING THE COUNTRY
10:22BUILD ITS FIRST ELECTRIC VEHICLE FACTORY
10:27WE ARE ALWAYS LOOKING FOR HAVING DIVERSITY
10:32SO WE REALIZED THAT KATAR NEED TO HAVE MADE IN KATAR PRODUCTS
10:38AND IT HAS TO BE UNIQUE
10:40SO WE DECIDED TO ESTABLISH THE FIRST EV FACTORY IN KATAR
10:44IN PARTNERSHIP WITH WHAT COMPANY
10:46OF COURSE INVESTMENTS MUST CREATE FINANCIAL RETAILS
10:51BUT FOR US IT SHOULD ALSO CREATE POSITIVE ECONOMIC IMPACT
10:56WE LOOK FOR PROJECTS THAT CAN CREATE JOBS
10:59INTRODUCE NEW TECHNOLOGY
11:01IMPROVE INFRASTRUCTURE AND SUPPORT LOCAL INDUSTRIES
11:06THAT'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 PROD IS A KATARI COMPANY WITH HEADQUARTERS IN DOHA
11:20WE ARE ALREADY WORKING TOWARD UNIQUE PROJECTS
11:23IN SPORT, INFRASTRUCTURE AND TOURISM
11:27WHICH WE BELIEVE CAN CREATE STRONG INTERNATIONAL CONNECTIONS
11:31AND FURTHER SUPPORT KATAR POSITIVE IMAGE GLOBALLY
11:37FROM DAIRY AND POULTRY PRODUCTS TO BOOSTING THE EV INDUSTRY
11:41AND STARTING A PLANT-BASED FOOD MOVEMENT
11:44KATAR 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
11:52THAT'S ALL THE TIME WE HAVE FOR NOW
11:53THANKS FOR WATCHING KATAR IN MOTION
11:55AND SEE YOU NEXT TIME
11:57THANK YOU
11:58THANK YOU
11:59THANK YOU
12:00THANK YOU
12:00THANK YOU
