Al Ain Farms unveils Camelait rebrand and Germany, China camel milk deals

Al Ain Farms Group unveiled a new identity for Camelait, its camel milk brand, and announced a series of agreements at Global Food Week in Abu Dhabi to expand production and commercial reach into Europe and China while advancing camel milk research and industry capability in the UAE. The company described the approach as producing closer to the market, building for the market and drawing on UAE expertise to grow the camel milk category. [ 1 , 2 ]

The company said it aims to produce high-quality camel milk in the UAE and ship the powder to Germany and China, which would act as regional hubs, Germany for the rest of Europe and China for East Asia. Tareq Al Hosani, chairman of Al Ain Farms Group, told The National that the effort is “a whole transformation” covering the supply chain from production to research and development, and that the company’s target is “to share the benefit of camel milk globally, to have camel milk on every table”. The National reported that Al Ain Farms will begin exporting camel milk products to China and European countries, with the aim of taking the brand global over the next few years. [ 3 ]

Under the agreements, a collaboration with Khalifa University and Khalifa University Enterprises Company will explore how camel milk research can be translated into new applications and products, alongside new manufacturing capability in Germany and China and commercial partnerships in both markets. Rick Chen, general manager at Suzhou Biology Healthy, was quoted as saying that local manufacturing is a long-term commitment to the Chinese market and gives Camelait flexibility to respond as demand and consumer preferences evolve, adding that long-life products widen the category’s appeal to Chinese households. [ 1 , 2 , 3 ]

Dr Thani bin Ahmed Al Zeyoudi, UAE Minister of Foreign Trade, said the UAE continues to build a competitive economic model rooted in innovation, knowledge and openness to global markets that turns national strengths into Emirati products and brands competing internationally. He said Camelait is an example of Emirati companies combining authenticity with innovation and that its production and marketing partnerships in Germany and China show the value of international partnerships. [ 1 , 2 ]

Al Ain Farms Group said Camelait builds on its camel milk experience since 2001. The National reported that camel milk accounts for just 0.4 per cent of global milk production, that the company produces two million litres annually, and that the camel milk market is predicted to reach $24 billion worldwide by 2030. [ 1 , 2 , 3 ]