IOFS, Qatar's Baladna Explore Opportunities to Ensure Food Security
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16 Monday, July 19, 2021 The Last Word 88% of Qatar’s brands change customers’ digital experiences due to pandemic, says survey TRIBUNE NEWS NETWORK DOHA AS many as 88 percent of Qatar’s IT decision-makers have had to fundamentally change their customer ex- periences in response to the pandemic, Sitecore, a global leader in digital experience management software, has revealed. The research, conducted by YouGov MENA, surveyed more than 650 IT decision- makers across 12 countries in the Gulf Cooperation Coun- cil, the Levant and Egypt. In response to changing customer demands, 88 per- IOFS, Qatar’s Baladna cent of Qatar’s IT decision- makers said their brands created a deeper connection with their customers over the explore opportunities past year. The pandemic has also accelerated organisations’ digital transformation road- to ensure food security maps. Among respondents, 75 percent in Qatar said TRIBUNE NEWS NETWORK their brands had advanced DOHA their marketing technology stack more in the last year OFFICIALS of the Islamic than in the previous three Organization for Food Se- years before 2020. Thanks curity (IOFS) recently vis- to these new technological ited Baladna, Qatar’s largest capabilities, 88 percent of dairy and beverage producer, Qatar’s respondents said to explore how to ensure they experimented with a food security for its member number of new marketing states. approaches during the pan- Mohammed Alkhotani, Sitecore Director-General of Is- demic. lamic Organisation for Food “With 88 percent of Qa- Security Yerlan Baidaulet and tar’s brands changing their Ambassador of Kazakhstan to customer experience in re- Qatar HE Askar Shokybayev sponse to the pandemic, re- were given a comprehensive gional brands understand tour of the Baladna’s 2.4 mil- that they need to prioritise lion sq metres farm. The Bal- digital experiences, especial- adna team showed the group ly for Millennials and Gen- around the milking parlour, eration Z customers,” said restaurant and three separate Mohammed Alkhotani, area processing facilities. vice-president – Middle East The group discussed and Africa, Sitecore. “Lead- the expertise and technical ing Middle East brands, such know-how related to sus- as Mashreq Bank, emphasise tainable agriculture, rural the need to put technology development and farming firmly at the centre of their technology which could help business to consistently cre- member states ensure food ate personalised experienc- security. es.” They considered the More than 50 years on challenges of ensuring ef- from Mashreq’s inception, Key findings ● 88% of Qatar brands created a deeper connection with ficient milk production and confident that our collective As of April 28, 2021, Founded in 2014, Bal- the bank maintains an unwa- climate challenges. Baladna experience in achieving dairy adna has grown from an am- vering commitment towards customers over past year installed milking machines self-sufficiency in a difficult Baladna’s herd of cattle bitious entrepreneurial en- customer centricity. Wheth- reached 22,754, with an ● 75% of Qatar brands advanced marketing tech stack that worked 24 hours a day, environment will be valuable terprise into Qatar’s largest er it is transforming ideas more in 2020 than in 2017-2019 an automated system for col- to the member countries of average milk yield of 38.4 dairy and beverage producer, into solutions or harness- lecting manure and advanced the Islamic Organization of litres per cow per day. The supplying over 85 percent of ing digitisation to provide ● 88% of Qatar brands experimented with new marketing ventilation systems to keep Food Security.” company currently offers a the country’s fresh milk. a seamless banking experi- approaches during pandemic cows cool. Ambassador Shokybayev After a successful listing ence; developing products ● This year, Baladna is in- said, “I can say with all con- range of more than 250 on the Qatar Stock Exchange that empower and meet the Mashreq Bank digitally transforms customer vesting in crop farming as fidence that Baladna is one of products spanning milk, in December 2019, Baladna needs of customers’ is a value experiences with Sitecore solutions part of the group’s backward the most unique projects im- yoghurt, laban, cheese and has maintained its consist- deeply ingrained within the integration strategy to be- plemented in Qatar. The most non- dairy products, ent and rapid growth to en- bank. Through Mashreq’s intuitive and user-friendly YouGov MENA (@You- come the producer of many important thing is that thanks including juices and organ- sure healthy, natural food digital-first approach, cus- website is imperative in digi- Gov_MENA) conducted the raw materials used for Balad- to this project, the state was resources can contribute to tomers can benefit from a tal transformation. survey among 688 IT deci- na’s goods. Baladna is work- able not only to ensure its ic fertilisers the self-sufficiency of the banking experience that is In collaboration with sion-makers in the Middle ing with the Federal Land food security, but also to reach State of Qatar. As of April 28, convenient, tailored to their Sitecore, Mashreq Bank not East and North Africa: GCC Consolidation and Rehabili- a level where the company is same time, the most comfort- 2021, Baladna’s herd of cattle needs and meets their evolv- just enhanced the overall ex- (Bahrain, Kuwait, Oman, tation Authority (FELCRA) ready to become a transna- able conditions for animals reached 22,754, with an aver- ing demands. perience on its website, but Qatar, Saudi Arabia, UAE), to help Malaysia achieve self- tional enterprise, exporting are created. The main prior- age milk yield of 38.4 litres Mashreq embarked on an also implemented a Sitecore Egypt and the Levant (Iraq, sufficiency in fresh milk. high-quality and in-demand ity for Kazakhstan is also en- per cow per day. The com- exciting digital transforma- content management system Jordan, Lebanon, Palestine, Commenting after the products to foreign markets. suring food security and the pany currently offers a range tion journey with a key ob- that enables the bank to de- Syria). visit, Baladna Managing Di- “Separately, I would like development of high-quality, of more than 250 products jective of improving the ex- liver content across all cus- The research was com- rector Ramez Al Khayyat to note that most of the pro- competitive and export-ori- spanning milk, yoghurt, laban, perience of our customers by tomer channels through an missioned by Sitecore, re- said, “Baladna played a piv- cesses of Baladna are fully ented products. Therefore, cheese and non- dairy prod- offering them superior ser- API, which makes it a pow- flecting on COVID-19 im- otal role in Qatar’s journey to automated and thought-out we are very interested in co- ucts, including juices and or- vices, whenever and wher- erful tool for its mobile and pacts and priorities going safeguard food security. I feel to the smallest detail. At the operating with Baladna.” ganic fertilisers. ever they need. 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