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Our vision is to be recognised as the preferred choice of dairy products of households in the Emirates.
Our mission is to maintain a tradition of excellence in customer service, to lead the dairy industry in milk innovation and to offer consumers a wide variety of high quality safe products at affordable prices.
Additionally, four basic corporate business values act as guiding principles governing the operations of Al Ain Dairy, providing objective leadership in all aspects of the dairy’s day to day management.
» Recognise that the recruitment of competent people and providing training is crucial to the future of the company. The success of Al Ain Dairy depends on the conduct, professionalism and responsible attitude of all employees and its leadership.
» Recognise that without customers, Al Ain Dairy will not exist. Therefore, we must strive to offer consumers a wide variety of choice and high quality and safe products.
» Conduct all business with integrity and fairness, and expect the same high standards from reputable and recognised suppliers.
» Commit to invest in protecting the environment, especially with regard to responsible water management.
Al Ain Dairy periodically conducts market studies through professional external market research specialists to evaluate customer opinions, attitudes and perceptions. Areas studied include overall consumer preferences and expectations for dairy and juice products, alongside perception about Al Ain Dairy. Results have guided the formation of new product lines designed to meet customer needs.
Research has shown that customers are becoming increasingly health conscious and this has led to the successful launch and introduction of Al Ain Dairy’s Optimil and Benecol product ranges and the formulation of max calcium, skimmed and low fat varieties of fresh milk. Al Ain Dairy also continually evaluates packaging visibility and design to ensure that products are attractive and appealing to consumers in the retail environment.
Al Ain Dairy conducts consumer product sampling through a number of key retail partners to obtain direct customer feedback and opinion with regard to new products. Customer satisfaction surveys also form an essential part of customer relations efforts, as does the Al Ain Dairy in Society social responsibility programme.
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