Barakat, a brand synonymous with quality, innovation, and sustainability since 1976, has remained a trusted name in fresh produce across the UAE. Driving this legacy forward are Kenneth D’Costa, Managing Director, and Rashid Mohamed Alabbar, Board Member—two visionaries whose leadership combines decades of expertise with a modern, consumer-centric approach.
Kenneth’s Vision and Legacy
Kenneth brings nearly 30 years of experience in the FMCG industry, marked by his ability to grow revenues, scale operations, and deliver profitability. His journey began in 1991 as a management trainee at Shalimar Paints, followed by years at Wipro Consumer Products, where he honed his expertise in branded packaged foods. Before joining Barakat, Kenneth managed six business categories, achieving a combined turnover of $350 million across seven production sites with over 1,200 employees. His leadership was instrumental in projects like a $60 million greenfield edible oil refinery and a $10 million Flour Heat Treatment project—the first of its kind in the Middle East.
At Barakat, Kenneth’s initial focus was to redefine the brand to align with evolving consumer preferences. He assembled a strong professional team and introduced systems that modernized operations, from branding and digitization to sustainability and customer service. These efforts extended to building partnerships with growers and diversifying sourcing across regions to reduce climate-related supply chain disruptions. His emphasis on quality, distribution, and customer-centricity has ensured Barakat’s position as a trusted market leader.
Kenneth’s strategic initiatives included the post-COVID expansion into new categories like Ice Cream, Mocktails, Ready-to-Eat Foods, and MyD fortified juice shots. These products now account for 25% of the company’s revenue, aligning with its goal of innovation-driven growth. Plans for joint ventures and regional distributor partnerships, set to launch in 2025, reflect Barakat’s vision for regional expansion.
Rashid’s Entrepreneurial Drive
Rashid, a successful entrepreneur, complements Kenneth’s strategic approach with his passion for technology-driven innovation. Rashid is best known for co-founding Sivvi.com, a fashion and lifestyle platform, and later venturing into luxury online retail through a joint venture with Yoox Net-a-Porter under Symphony Investments. These ventures established him as a trailblazer in e-commerce, earning him recognition as one of Arabian Business’s “40 and Under: The Most Influential Young Arabs in the Middle East 2017.”
Rashid’s involvement with Barakat was sparked during the pandemic when he recognized the critical importance of the food industry. Barakat’s potential to make a meaningful impact in sustainability, food security, and entrepreneurship deeply resonated with him. In 2020, Rashid led Barakat’s first rebranding in 44 years, positioning the brand to resonate with younger audiences while preserving its core values of quality and customer service. He introduced a professional team to drive innovation and placed a strong emphasis on social media engagement, enabling Barakat to connect more effectively with its customers.
Together, Kenneth and Rashid have steered Barakat through a period of transformative growth. After stabilizing the business post-COVID, the company expanded into new product categories, including ice cream, mocktails, ready-to-eat foods, and juice pops. These new offerings, introduced over the past five years, now contribute to a quarter of Barakat’s total sales, aligning with the company’s goal of innovation-driven growth. They also explored joint ventures and distributor partnerships across the region, with many of these initiatives set to launch in 2025. These efforts reflect Barakat’s commitment to diversifying its offerings and staying ahead of market demands.
Sustainability at the Core
Barakat’s sustainability initiatives are at the forefront of its strategy. The company adopted 99.9% biodegradable packaging, including bottles and caps made from US FDA-certified materials that decompose into humus within five years, leaving no microplastics. This innovation positions Barakat as the first UAE beverage brand to adopt such environmentally friendly packaging.
The 100-Mile Initiative exemplifies Barakat’s commitment to sustainability. By sourcing produce from local farms within a 100-mile radius, the program reduces transportation emissions and supports sustainable farming practices such as crop rotation and soil conservation. In 2024 alone, this initiative reduced 7 tons of CO2 emissions and provided detailed CO2 savings on customer invoices, promoting environmental awareness and economic growth.
Technological Advancements and Online Revenue
Technology has been a key driver of Barakat’s evolution. The recently launched B+ platform offers customers 24/7 access to products, integrating modules for sustainability, CRM, and order processing. This platform not only enhances customer convenience but also contributes to reduced carbon emissions by optimizing logistics.
Online sales currently contribute 15% of Barakat’s total revenue, aligning with industry standards. The launch of B+ is positioned to further streamline customer transactions, enhance user experiences, and expand Barakat’s reach in the digital marketplace.
Barakat has also invested in cold chain management programs and efficient distribution systems to ensure product freshness. These efforts include guidance to growers on packaging methodologies to extend shelf life and reduce food miles, further reinforcing the brand’s commitment to quality and sustainability.
Fostering Innovation and Empowering Talent
Both leaders share a passion for collaboration and empowering others. Rashid sees Barakat as a platform for fostering creativity and innovation, whether through partnerships with local farmers or collaborations with rising talents. Recent initiatives, including partnerships with chefs Abdulrahman and Maitha Al Hashmi, as well as Salma Al Zaabi, exemplify Barakat’s commitment to supporting entrepreneurs and nurturing talent.
Barakat’s exclusive range proudly crafted by the talented young Emiratis Salma Al Zabi and the incredible Twin Chefs Abdulrahman and Maitha Al Hashmi.
Waste Reduction and Innovation
Barakat’s Resavor program reflects its dedication to waste reduction. The initiative repurposes surplus fruits and vegetables into dried flakes, compost, or animal feed. Since 2021, the program has diverted 30.4 million kilograms of waste from landfills, minimizing environmental impact and creating value-added products.
Looking Ahead to 2026 and Beyond
As Barakat approaches its 50th anniversary in 2026, Kenneth and Rashid are committed to achieving new milestones. Kenneth envisions Barakat serving more customers across the region while setting benchmarks in quality, sustainability, and innovation. Rashid aims to leverage Barakat as a testing ground for bold ideas that drive meaningful change for consumers and the local economy. Together, they embody Barakat’s legacy of excellence while paving the way for a future defined by growth, innovation, and sustainability.
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