Masafi
was established in 1976. As a unique brand that has been
holding the market leadership for the past 27 years, Masafi
has today become a generic name for mineral and bottled
water in the entire Gulf region. It has acquired this
status symbol by providing world-class products known
for their pure natural freshness.
Masafi
aims to strengthen its market leadership by constantly
enhancing the excellence of its products through a process
of continuous reinvestment and innovative manufacturing
and marketing strategies. Masafi has a wide range of products
to offer, ranging from a two-litre mineral water bottle
to mineral water cups and soft facial tissues.
Masafi's
popularity in the Middle East region is largely due to
its commitment to delivering superior quality products.
Masafi's strict adherence to international quality
standards has been well rewarded. It became the first
recipient of the ISO 9002
certification in the region and won the
ISO 9001:2000 certifications for developing
and maintaining a high standard Quality Management System.
The company was also awarded the HACCP (Hazard Analysis
Critical Control Points) & NSF certifications.
Masafi
water is unadulterated, untampered and completely natural
water. It has been tested and endorsed by all key regulatory
and industry authorities. Masafi is a member of International
Bottled Water Association (IBWA) and Asia
Bottled Water Association (ABWA). Masafi water
is tested and approved by NSF International, U. S. A.,
which carries out annual surprise audits on behalf of
IBWA.
Masafi
is committed to environmental conservation. Its stand
on this critical issue is reflected in its eco-friendly
PET packaging. PET or Poly Ethylene Terephatalate, is
a material that has been used for years to bottle soft
drinks and other foods and medical products.
The
origin of Masafi water lies in several rich underground
springs of Masafi, a mountainous region in Ras Al Khaimah,
one of the seven Emirates that make up the United Arab
Emirates. The natural mineral rich water is packaged at
a modern bottling and manufacturing facility near the
source in Masafi.
As
a forward-looking company Masafi has focused its future
on innovation and business excellence. The well equipped
PET bottling plant, which can produce 34,000 bottles per
hour, was the first of its kind to be set up in the region,
and reflects Masafi's desire to keep pace with technological
advances. Masafi was also the first to introduce mineral
and bottled water vending machines in the region.
Throughout
its 27-year history, Masafi has invested heavily in projects
that benefit the community and also helped sponsor international
sporting events held in Dubai including the Dubai Desert
Classic golf tournament and the ATP tennis championships.
Masafi water has been drunk by top stars like Tiger Woods
and Colin Montgomerie and Boris Becker and Martina Hingis.
Masafi has also forged a partnership with the international
humanitarian and medical relief organisation, Medècins
Sans Frontiéres to help create awareness and generate
funds for refugees around the world.
Masafi Wins Top Awards From The
Prestigious International Bottled Water Association
In
a major triumph for Masafi Mineral Water Company, the
International Bottled Water Association (IBWA), the largest
bottling body in the world, has awarded the UAE company
with several top awards at the prestigious IBWA Aqua Awards
2004. This includes the 'Plant Manager Of The Year'
title to Mamdouh Ali Abd El Wahab, Factory Manager of
Masafi. A top panel of 
judges
at the IBWA Aqua Awards also selected Masafi as its Best
Of Show for marketing campaign; Best TV Commercial;
Best Outdoor Advertisement; Best Point Of Purchase Material
and Print Advertising. All these awards were received
by Mamdouh Ali Abd El Wahab, Factory Manager on behalf
of Masafi.
Ashraf Abushady, General Manager of Masafi, who represented
the company at the First International Water Bottlers
Convention at Evian in France as a panel speaker, said:
"It is a great honour for Masafi to have won the
prestigious awards from IBWA. IBWA Aqua Awards are the
most significant of the numerous accolades that Masafi
has received so far. Mamdouh was selected for the top
award for his many strengths notably a unique leadership
style, teamwork, flexibility plus a commitment to professional
development. He has indeed made us proud.
He added: "The awards that we won also reflects our
commitment to developing innovative marketing and production
strategies, and is testimony to the great support and
dedication of our business partners, distributors and
associates".
Mamdouh Ali has been with Masafi for the past six years,
first as Production Manager at the Masafi plant in Ras
Al Khaimah before he was placed in charge of the factory.
He is currently responsible for all factory operations
and executes overall supervision of all production activities,
handles the planning and implementation of new projects
as well as evaluation of the performances of factory staff.
He is also and is responsible for reviewing quality standards
(IBWA, ABWA, NSF, WHO, FDA, ISO 9001:2000, HACCP) and
for analyzing the need implementation of any new quality
standards with regard to safety and hygiene.
The IBWA Aqua Awards is an annual event of great renown
within the international bottled water community, and
is organised by the International Bottled Water Association
to recognize and reward innovation for outstanding contributions
in the field of marketing and public relations among bottled
water companies and suppliers across the world, as well
as among individuals in this specialized field.
Masafi has been the market leader for the past 28 years
in the mineral water business in the UAE and GCC states.
The company aims to further strengthen its market leadership
by continuously enhancing the excellence of its wide range
of products through its commitment to innovation and providing
safe and healthy drinking water.
For
further information contact:
Masafi Mineral Water Co. (L.L.C)
P.O. Box 5603, Dubai
United Arab Emirates
