Almarai, the Gulf's largest dairy group, is entering the beef segment with the Haboor brand, backed by approximately SR 500 million in investment. For an Italian company that exports or intends to export meat or agri-food products to Saudi Arabia, this move reshapes the competitive landscape and makes Halal certification recognised by SASO and SFDA even more pressing.
Almarai, the Saudi agri-food giant listed on the stock exchange and already the regional leader in dairy and baked goods, has announced the launch of Haboor, a new pre-packaged beef brand. The project is backed by approximately SR 500 million in investment — a figure that, according to the same sources, is more than double the amount initially approved in 2021 for entering the segment. This is one of the most significant industrial moves in the Gulf meat market in recent years.
Saudi Arabia is one of the principal destination markets for Italian agri-food exports to Islamic countries. SASO (Saudi Standards, Metrology and Quality Organization) and SFDA (Saudi Food and Drug Authority) are the authorities that recognise Halal certification bodies authorised to issue documents valid for entry into the country. When a major local operator such as Almarai builds an internal beef supply chain at this level of investment, the message for foreign exporters is clear: the Saudi meat market is becoming more demanding, more structured, and more competitive.
An Italian company selling beef, semi-processed meat products, or ingredients destined for meat production in Saudi Arabia cannot afford to present itself with a Halal certificate not recognised by the Saudi authorities — or worse, with no certification at all. Haboor is launched pre-packaged and certified: the benchmark on the Saudi shelf has been raised.
A brand with Almarai's distribution strength rapidly occupies space in Saudi organised retail. For an Italian product seeking to compete with or sit alongside this type of local offering, Halal certification is no longer a differentiating advantage: it is the minimum threshold for entry. Without a certificate issued by a body recognised by SASO and SFDA, the product cannot be cleared through customs or sold in the country.
At the same time, Almarai's investment signals a broader trend: Gulf countries are building increasingly complete internal food supply chains, with high quality and Halal compliance standards. For an Italian exporter, this means that product quality alone is not sufficient: it must be accompanied by impeccable, traceable Halal documentation issued by a body with direct recognition from the authorities of the destination market.
Saudi regulations on slaughter and Halal meat are among the most stringent in the world. The key points an Italian producer must be aware of are:
For an Italian slaughterhouse or meat processing establishment, the Halal certification process with a body recognised by SASO and SFDA generally involves the following stages: documentary review of slaughter procedures and HACCP plans, inspection of the establishment by a qualified inspector, audit of Halal separation and traceability procedures, and issuance of the certificate with a defined validity period, subject to periodic surveillance. Timescales and specific requirements depend on the establishment's situation and the type of product.
If your company produces or processes beef and views Saudi Arabia as a current or future market, the time to put Halal certification in order is before local competition consolidates further — not after. Every month without recognised certification is a month in which your potential Saudi customers turn elsewhere.
HQC Italia is recognised by SASO and SFDA for Saudi Arabia and operates in the meat and slaughter sector. A quote to begin the certification process is free of charge and is provided within 24 hours of the request.
Source: The Halal Times – Almarai Red Meat Entry Puts SR500m Behind New Haboor Beef Brand
Tell us about your product and your target markets: the quote is free and arrives within 24 hours.