Collaboration with Zero Nine: Platform09
Every once in a while, a great idea strikes like lightning. Such was the case, when the team at Rumailah Farms thought to participate in a brand new alliance. An alliance with a worthwhile ally, after all, can be invaluable to any business venture. Our worthwhile ally was found in the Zero Nine, as they came together for the seventh year to celebrate Platform09: Harmony. The event, founded and brought to life by Her Highness Sheikha Shamseh bint Hamad bin Mohammed Al Sharqi, is meant to highlight and empower women entrepreneurs in the Middle East. The seventh installment in this noteworthy event series seemed like a unique opportunity for outreach to a sophisticated demographic.
Once it was agreed for Rumailah Farms to participate in the event, we set to conceive of a tasteful way to feature the farm at the event in order to communicate our values to the audiences coming in from far & wide to attend. In order to best present the values and principles of RF while at the same time achieving our desired effect, we decided to put a unique twist on a mobile food outpost and repurpose a shipping container into a small slice of the farm. Repurposing the container for the event is very much in line with RF’s general approach towards simple, tasteful, and innovative solutions.
The container is designed to showcase the best of the farm in a quaint yet modern fashion. It is stocked and ready to serve a series of hot & cold delicacies, all made using fresh ingredients from our happy cows. The menu included fresh pastries, deliciously thick milkshakes, rich Ice cream, and a delectable selection of coffee drinks, all made with Rumailah milk. In order to be able to prepare and serve the menu items, the container was retrofitted with a sink, heaters, plumbing, electrical systems, coffee equipment, and even WiFi!
After devising and building the container, we had to get it to the event grounds in time for the event, which was quite a logistical feat. The container was to be carried to the site via an 18-wheeler and finally set in location using a gigantic crane.
After setting the unit in place it was important to set up an ambience that reflected the high standard of quality that Rumailah Farms strives to uphold. As our first customer-facing venture, we spared no expense and overlooked no details in order to deliver the most outstanding customer experience. The area was set up with astroturf and tables, in order to communicate the warmth and coziness that RF embodies in providing a comfortable location for patrons to sit and enjoy the fresh goods.
Once we were all set up and the conference doors opened, there was nothing left to do but deliver a top-notch experience to attendees who came to check out our container. The event was widely successful, drawing in crowds from all over the world who came to experience Platform09. Patrons who visited the RF container were pleasantly surprised at the simplicity and fresh taste of our products, and we were kept busy over the course of the conference. In fact, our container was so well-received that we decided to keep it going after the event! The warmth and support that the container garnered for its simple menu prompted us to move it to a permanent location so that we can maintain a direct channel of communication and interaction with consumers through a retail outlet. Today, the RF outpost is located at the Fujairah Corniche, where you can stop by for a fresh slice of the farm.
While most of RF’s operations are focused on supplying local vendors and restaurants with their dairy supply, the massive success at Platform09 has given us a taste for a more consumer-facing approach. As we optimize and consider how best to move forward, we can’t help but realize the value of establishing a retail presence wherein we can deliver the most on-brand experience to consumers. By doing so, we can provide true farm-to-table products to our consumers, allowing them the greatest benefit of the hard work that goes into them.
Considering this whole experience, I am not only amazed at the amount of hard work and dedication that was put into bringing this venture to life, but at the fantastic outcome that the work achieved. I believe the main takeaway from this experience is that in business, maintaining an open mind towards new opportunities can be absolutely invaluable. RF’s willingness to take on the challenge of a retail outlet is a testament to the notion that those who are willing to put themselves out there can achieve the extraordinary. As we move forward, I eagerly await to see what new challenges and lessons lay in store.