FrieslandCampina supports Sharjah Int’l Book Fair; reinforces benefits of milk consumption

DUBAI MEDIA CITY, UAE - April 21, 2014 - PRLog -- FrieslandCampina Middle East, part of Royal FrieslandCampina – the largest dairy-cooperative in the world and famous for Rainbow Milk brand, today announced its support of the 33^rd Sharjah International Book Fair [SIBF] 2014 –held at the Expo Centre, Sharjah.

The sponsorship of the SIBF, that started April 15 and ends 25, 2014, is part of FrieslandCampina’s mandate to reinforce the importance of milk consumption and its benefits among the children, one of the prime focus audiences of the book fair, as well as the general public.

Through this support, FrieslandCampina Middle East aims to associate with a leading international exhibition to communicate its ‘Eat Right, Be Active’ initiative, emphasize the goodness of dairy to everyone and educate on its importance in the daily nutrition diet. The support is also part of the company’s objectives to back the community's' events and initiatives.

FrieslandCampina will also undertake on-the-ground activities during the period to highlight its key message under the ‘Eat Right, Be Active’ initiative using the SIBF platform and reinforce the same to coincide with the World Milk Day.

In his comments, Sumeet Mathur, Regional Marketing Director of FrieslandCampina Middle East, said: “FrieslandCampina products are the leaders in the dairy market across the region, be it famous with Rainbow brand or the recently-launched Rainbow Choco Milk, fortified with the essential Vitamins and nutrients, which offer unmatched health benefits. It is our mandate to advice when it comes to health and nutrition, especially about the goodness of dairy. What better platform to educate everyone than the Sharjah International Book Fair, which brought together over 300,000 book lovers from across the UAE and the region, among other countries.”

He added: “We will also highlight our initiatives and programs undertaken as part of the "World Milk Day" and the success stories of reaching out to children with our programs during SIBF. Sharjah is the cultural hub of the UAE and we take this opportunity to reinforce our market leadership among our target audience.”

As a dairy brand, Rainbow Milk has been present in this region for 58 years. Today, the company boasts of a wide array of world-class products across the Middle East.

About FrieslandCampina Middle East:

FrieslandCampina products are available in the Kingdom of Saudi Arabia, United Arab Emirates, Qatar, Bahrain, Oman, and Kuwait, Levant (Lebanon, Jordon). The company’s well-known brand, Rainbow, has been a key player in the dairy industry since its launch in 1955.

Over the last 50 years, Rainbow has diversified its product offering to match the lifestyle needs of the region’s consumers. This includes the popular evaporated milk, in three delicious variants – Original, Cardamom and Light. In its factory in Jeddah, the company produces Long Life Liquid Milk in Full Cream and Low Fat forms and in 4 delicious flavors for kids. Rainbow also offers Instant Milk Powder, Sweetened Condensed Milk and Coffee Creamer. The company is the regional subsidiary of Royal FrieslandCampina N.V. which is the largest dairy-cooperative in the world.