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Beauvallet to launch new brand in Middle East

DUBAI, February 13, 2020

Beauvallet, a major player of the meat industry in Europe, will be launching a new brand in the Middle East: Or Rouge, alongside with its NFC traceable halal meat technology, at Gulfood, to be held in Dubai, UAE.

The event, a leading annual food and beverage trade exhibition, will run from February 16 to 20 at Dubai World Trade Centre (DWTC).

Beauvallet is a company specialised in the manufacturing (selection, processing, cutting and packaging) of high-end French halal butcher’s meat in beef, young cattle, lamb and offal of these species. The brand produces a primary ingredient of the French cuisine, as a symbol of tradition.

On February 18, Beauvallet will be discussing the certification approach on its booth. The managers of the Halal Food Quality certification will be answering questions of visitors concerning the qualities and requirements of Halal Food Quality in Hall 3, Meat & Poultry G3-1.

This will be followed by meat tastings. Besides, the company will showcase innovations of new packs and cuts of meats.

Beauvallet is already exporting beef, poultry meat and processed products, fresh and frozen, throughout three continents: Africa, South America, Asia. The launch of the brand “Or Rouge” in the Middle East is the occasion to introduce a new major asset for them: the Premium French Limousine breed, certified halal beef.  

Helder Pereira, export sales manager, Beauvallet, said: “The specialisation of the Limousine meats involves a stability and finesse of its meat grain, a good muscle development of the cattle and an excellent yield of lean meat: more than 70 per cent on live weight, more than 75 per cent on muscle weight over carcass weight as well as lower proportion of bones and fat (11 per cent).”

The company offers complete transparency on the Or Rouge’s product traceability allowed by the NFC chip integrated on label. It locates the farms and the origin of all animals by using the NFC technology with contactless detection.

Gulfood, along with the launch of NFC microchip signals a watershed for Or Rouge’s development in the Middle Eastern markets. The company wishes to spread the word among visitors such as mass retail, wholesalers, industrial companies, caterers, restaurants, large and medium-sized stores and buyers. Beauvallet is certified Halal Food Quality by the GCC Accreditation Center GAC, it stated. – TradeArabia News Service




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