Sharjah Cooperative Society, commonly known as Sharjah COOP has launched Mleiha Dairy products in its branches, marking the first time a UAE retail chain offers this premium organic dairy. Mleiha Dairy, which uses traditional organic methods and features high-quality A2A2 protein milk, is available in multiple sizes and has quickly gained traction with significant early sales.
Sharjah COOP has recently launched a new range of organic dairy products, marking a significant development in the UAE’s retail sector. The products, sourced from Mleiha Dairy Farm, are now available in 28 Sharjah CO OP branches, with plans to expand to all outlets in the near future.
Mleiha Dairy Farm
Covering 3,077,000 square meters, the Mleiha Dairy Farm features Holstein Friesian cows, known for their high-quality milk rich in A2A2 protein. The farm’s first phase includes 1,200 cows, with future plans to expand to a core herd of 5,000 cows over the next five years. A total of 63 barns are planned, with the farm utilizing traditional organic production methods. These methods emphasize natural pastures and aim to reduce health issues among cows, resulting in milk with superior fat and protein content, better digestibility, and fewer digestive disturbances.
Collaboration and Product Features
The launch of Mleiha Dairy products is the result of a strategic partnership between Sharjah COOP, the Ektifa Foundation, the Department of Agriculture and Livestock, and Sharjah Agriculture and Livestock Production EST. This collaboration aims to enhance the sustainability and quality of dairy production in the UAE.
Mleiha Dairy products are distinguished by their organic certification, ensuring they are free from artificial additives and preservatives. This commitment to purity aligns with the growing consumer demand for natural and health-conscious food options. The product range includes 2-litre, 1-litre, and 250-ml sizes, catering to various consumer needs and preferences.
The dairy is produced from Holstein Friesian cows raised at the Mleiha Dairy Farm, which follows a traditional organic production model. This model emphasizes natural pastures, minimal use of synthetic inputs, and high animal welfare standards. The farm’s approach results in milk with high levels of A2A2 protein, known for its superior digestibility and nutritional benefits.
In addition to the premium quality of the dairy products, the collaboration highlights Sharjah COOP’s dedication to supporting local agriculture and strengthening the regional food security system. By partnering with key local organizations and focusing on organic production, Sharjah COOP is playing a pivotal role in advancing sustainable food practices and promoting self-sufficiency within the UAE.
Distribution and Demand
Since the launch of Mleiha Dairy products, there has been a notable surge in consumer interest. Within the initial days, over 17,000 packages were sold, reflecting strong market enthusiasm. Sharjah COOP has successfully secured over 13,000 tons of Mleiha Dairy products, with daily deliveries ensuring that stock levels remain adequate to meet the growing demand.
To support the promotion and sale of these premium dairy items, Sharjah COOP has allocated dedicated spaces within its branches. These areas are designed to prominently display Mleiha Dairy products, making them easily accessible to consumers and highlighting their unique qualities. The Cooperative has invested in special shelving and refrigeration units to maintain optimal product conditions and ensure freshness.
The strategic placement of Mleiha Dairy products in 28 Sharjah COOP outlets underscores the Cooperative’s commitment to advancing local agriculture and bolstering food security. This initiative not only supports regional farmers but also reinforces Sharjah COOP’s role as a leader in promoting sustainable and high-quality food options within the UAE.
The positive reception of Mleiha Dairy products also aligns with broader trends in consumer preferences for organic and locally sourced goods. By catering to these preferences, Sharjah COOP is positioning itself as a key player in the growing market for premium dairy products and contributing to the region’s overall food sustainability goals.
Sharjah COOP’s launch of organic dairy products from Mleiha Dairy Farm represents a major step forward in promoting high-quality, sustainable food practices in the UAE. By offering these premium products and supporting local agriculture, Sharjah COOP is contributing to the region’s food sustainability and self-sufficiency.
