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MENAFN Press - 24/11/2010

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(MENAFN Press) Agthia Group PJSC, one of the leading FMCG companies in the UAE, unveiled its fresh, new corporate identity to its consumers, in a stunning event that brought to life Agthias manifesto of For Wholehearted Living. The event took place on 23rd November at the Aloft Hotel in Abu Dhabi, as an element of their partaking in the ongoing food and beverage exhibition SIAL Middle East. Agthia has changed their branding to suit todays international scenario and the new strategy adopted by the Groups management.

Gathering media and guests enjoyed a visual feast as Agthia released balloons into the Abu Dhabi Sky on a beautiful Tuesday afternoon. The balloons formed the shape of Aghtias new logo and promise of For Wholehearted Living, while the event signaled a new beginning for the company that can trace its beginnings to 1978, when His Highness the Late Sheikh Zayed bin Sultan Al Nahyan established its first subsidiary Grand Mills for Flour and Feed.

Mr. Ilias Assimakopoulos, CEO of Agthia Group, explained the rationale behind the move: The world is changing, our marketplace is changing, and we have to change too. We need to continually adapt to compete, and to improve. We have great plans for Agthia and for all our clients. This promise of For Wholehearted Living will be the driving force behind our brands and will be central to everything we do and say. We embrace the opportunities and possibilities in the food and beverages world to deliver superior quality products that help people thrive and lead a more vibrant life.

Agthia believes in catering to people from all nationalities and walks of life, producing food and drink that will help families grow strong and lead lives full of vitality. This wholehearted commitment drives what Agthia does at every stage of the food chain “ from field to fork. It also guides their attitude to sustainability and their relationships with the people they work with. Agthia wholeheartedly embraces their position at the heart of the region and constantly works towards helping it grow stronger every day.

Agthias business includes four subsidiaries; Al Ain Mineral Water- one of the UAEs leading bottled water manufacturers and the local producer and distributor of Capri-Sun juices; Grand Mills- manufacturer and producer of high quality flour and animal feed products, Al Ain Vegetable- a leading manufacturer and marketer of tomato paste and frozen vegetables, and Al Ain Food and Beverages (Egypt)- producing and selling tomato paste, frozen vegetable and fruit puree. During the second half of this year, Agthia announced its move into frozen baked products to commence in 2012. It also announced its entry into the processed fresh fruit and vegetable segment servicing the expanding hospitality and catering industry needs, to commence in 2011. Agthia also announced it has entered into an alliance with the worlds second leading fresh dairy product company, Yoplait, to manufacture and distribute fresh dairy products under the Yoplait brand in the GCC commencing in 2011.

Agthias brand essence is supported by the manifesto For Wholehearted Living. This manifesto drives the company forward, reflecting their dynamic personality and goal. Reflecting their individuality with a changed logo, tagline and communications strategy, takes Agthia towards becoming one of the leading suppliers of food and drink. Agthia is for wholehearted living, because its only when you live life to the full that you have a life worth living for.


About Agthia Group
Agthia Group PJSC is one of the leading FMCG companies in the UAE. It fully owns four legal entities in various food and beverage segments: Al Ain Mineral Water Company- one of the UAEs leading bottled water manufacturers and the local producer and distributor of Capri-Sun juices; Grand Mills for Flour and Feed Company-manufacturer and producer of high quality flour and animal feed products; and Al Ain Vegetable Processing and Canning Factory- leading manufacturer and marketer of tomato paste and frozen vegetables; and Al Ain Food and Beverages (Egypt) producing and selling tomato paste, frozen vegetable and fruit puree.

 






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