The Arab Beverages Association, an alliance of leading Arab beverage companies, has announced that it will be representing the Arab Committee for juices, soft beverage and mineral water within the Arab Federation for Food Industries (AFFI). The partnership will synergize the expertise of both organizations in order to advance the interests of the dynamic Middle East beverage industry. It is also expected to positively affect the operations of drinks-related packaging material producers in the Middle East. “The steady growth of the Middle East's beverage segment has been very encouraging for the industry players. We are in a part of the world where consumers are capable of purchasing high-quality beverages and are adopting healthier drinking habits which are increasing demand for specialized products. The evolving regional market requires a consolidation of our strengths, so that we can broaden the potential of the beverage sector. We look forward to contributing even more to our industry through our partnership with the Federation,” said Monther Al Harthi, chairman of the Arab Beverages Association and general manager of Al Rabie Saudi Foods Co. Ltd. The Middle East is attaining growth rate in liquid consumption per individual, making it a major global market for beverages. The region's resilient economy, vibrant tourism trade and rising population have also been influential in boosting beverage sales. Collaboration between the Arab Beverages Association and the Arab Federation for Food Industries promises to further streamline industry procedures and processes to maximize profits from this growth industry, in addition to tightening control over the beverage industry through issuing specifications and standards required to do so. The Arab Beverages Association was founded in 2007 as an offshoot of the first-ever Arab Beverages Forum. Its formation was initiated by group of companies in the beverage sector. The Beirut-based organization includes top executives from well-known beverage and dairy companies in the Arab World. Among its goals are promoting improvements in production quality and packaging, facilitating effective communications between members, creating global alliances, and maintaining a network platform for technological innovation. The Association also offers specialized studies and consultancies to the industry.
