In 1979, Royal Prince Mohammad Bin Abdullah Al Faysal initiated the Al Safi Project by establishing the farm in Sahbaa valley, Kharj region – 120 kilometers southeast of Riyadh. In addition to covering the entire range of the dairy foods industry, which includes rearing cattle and yielding raw milk, the farm has also established an integrated private factory. By March 1981, the combination of the factory, advanced farming techniques and importation of 6,500 heads of cattle from the finest cowherds in the world were the factors that prompted Al Safi to begin in the commercial trade of its products. Today, the Al Safi Dairy factory enjoys a well-respected and global reputation, and is considered as one of the most advanced dairy farms in the world. Moreover, according to the Guinness World Book of Records [1998 edition], Al Safi is internationally recognized as the largest integrated dairy farm in the world. It covers approximately 3,500 hectares of land and employs an around-the-clock 1,400 workforce. Furthermore, in 1973, the Danone group became the largest nutrition company in Europe after it decided to enter into diversified partnerships and mergers with small and large companies that comprised of various commercial aspects. These strategic moves strengthened the group and helped it greatly improve its goodwill on both a local and international scale. In 1986, Danone was able to purchase General Biscuits – a group of companies working in Germany, Belgium, France, Holland and Italy. In 1993, Danone established its position and subsequent move toward globalization. Danone proved that its product ranges were exclusive and of exceptional quality, particularly fresh dairy products, biscuits and water. Its product manufacturing spread to 30 countries around the world, resulting in revenues of 83.9billion French francs in 1996. Today, as the number one position holder in fresh dairy foods products production, number one in pure water production and the number two in biscuits production as well as some other products, Danone is considered as one of the most significant corporations in the international nutrition industry. Furthermore, its employee base is in excess of 89,000 in 120 countries around the world. In 2004, Danone accomplished sales revenues of 13.7 million euros. In 2001, the Al-Faisaliah Holding Group and International Danone Group formed a joint venture between Al Safi and the French dairy. The joint-venture allowed Al Safi-Danone to become the region’s largest dairy company possessing 32,000 cattle heads of the Holistine herd —renown for its efficient and effective milk production— and about 13,000 cash cows, producing more then 450,000 liters of milk per daily, i.e. 165 million liters per year. The company owns the largest transportation fleet in the kingdom: 500 refrigerated vans serving 28,000 POS in 25 regional distribution centers, where the company has many branches. On average, the company launches four new products annually. The Al Safi-Danone’s market share is 36% from the total dairy market in Saudi Arabia; the company is planning to increase the percentage of the Saudi employees to 40%, while now it is 25%. The company is always consciously supporting social activities similar to the Saudi Program for Handicapped Children. It also helps in spreading public awareness of the importance of a clean environment through the establishment of the Al Safi Environment Club. In addition, it recently financed the establishment of Al Safi Unit for Kidney Dialysis at Prince Sultan’s Medical Complex in the Al Kharj region.
