Almarai Enters Red Meat Market with Nearly 500 Million Riyal Investment via 'هبور'
Saudi company Almarai has announced its entry into the red meat category through a new brand, 'هبور', with an investment of nearly 500 million riyals, a move it says will strengthen the Kingdom's food security.
Saudi company Almarai announced its entry into the red meat category by launching its new brand 'هبور', with an investment of nearly 500 million Saudi riyals, in an expansion that adds a new sector to the company's operations.
Half a billion riyals for a new category
The announcement came in a statement the company published on the Saudi Stock Exchange website, Tadawul, on the afternoon of Tuesday, Oct. 27, in which it described the move as a strategic expansion that strengthens its position within the Kingdom's food system and supports its push to diversify its business.
Almarai explained that the new brand aims to capitalize on growth opportunities in new food categories and to expand the options available to consumers.
Focus on locally processed beef
According to the statement, the new business will focus primarily on high-quality beef products, through domestic products manufactured locally according to the company's standards for quality and food safety, to meet growing demand for these products.
Almarai CEO Fawaz Al-Jasser said the company is entering the red meat sector via 'هبور' with a focus on quality and value creation, leveraging integrated expertise and capabilities it has acquired over nearly five decades.
He added that the company continues to invest in growth, committed to contributing to achieving food security targets and enhancing the resilience of the national food system.
Within the growth strategy through 2031
The launch comes as part of Almarai's growth strategy for the period 2026 to 2031, which is built on four pillars, one of which is selective expansion into new product categories such as red meat.
The company says the step leverages its capabilities in manufacturing, supply chains and distribution, and aligns with local manufacturing priorities under Saudi Vision 2030.
When will the financial impact appear
Almarai expects the financial impact of the launch to be reflected in its results from the fourth quarter of 2026, without yet disclosing details of production capacity, manufacturing locations, or the timing of product launches to market.
