Creating a positive impact on our community and beyond, enabling dreams and conserving our planet for future generations.

Adopting innovative production techniques that enable us to serve our clients, their customers and the global environment with excellence.

Unlocking the potential of our industry in the MENA region and building lasting strategic relationships with our business partners.

Innovation – Constantly questioning the status quo and improving the efficiency of our processes.

Trust – with all stakeholders including associates, suppliers, shareholders and customers.

Commitment – Respecting our agreements and building strategic partnerships.

Entrepreneurship – Thinking outside of the box to develop our business model.

Leadership – Empowering our associates to build sense of ownership and responsibility.

Passion – Being devoted to making the products we love.