Bahrain Flour Mills Announces the Launch of its New Corporate Identity: Al-Matahin
Bahrain Flour Mills has launched a new corporate identity and product branding to support its goal of being a market leader preserving national food security for Bahrain. The company will now operate as “Al-Matahin” as it takes a step forward to becoming a regionally recognized brand. The company unveiled its new corporate identity during their Annual General Meeting held on Wednesday, March 26th at Kempinski Hotel.
“There were a number of compelling reasons to rebrand Bahrain Flour Mills,” commented Mohammed Nass, Managing Director. “We felt the name “Bahrain Flour Mills” was tiresome, long and not aligned with our current ideology or vision for the future. Also, we want to make sure our company name is simple, easy to remember and distinguished from the names of our regional competitors. Now is an ideal time to transition to a new company name, having just taken on the decision to invest an amount of BD 12 million for the acquisition, installing and commissioning of a new replacement flourmill with a total capacity of 600 tons per day in addition to the related service, operational and storage facilities. ”
Bahrain Flour Mills were looking to reposition their public image with a fresh, dynamic and innovative look and feel. This was particularly pertinent in terms of revamping the existing product line.
“In keeping with the new cooking and health conscious trend that has sparked up in recent years, a new and younger demographic is now shopping for our products. We have to ensure that our packaging communicates to our target audience and shoppers that we have a high quality, locally produced offering on hand.” Said operations manager, Raed Al Saloom.
The rebranding was undertaken with the advice of OBAI & HILL (www.obaiandhill.com), a leading local PR and design firm. Al-Matahin is an Arabic name, which simply means “Flour Mills” – it was chosen for its simplicity and recognition in the local market (as it is the name that is colloquially used to refer to Bahrain Flour Mills).
“Previously we did not have a brand – we had a ‘logo’, which was a revamp of the old logo developed some 30 years back. I cannot unify my message to the public on a social level with just a logo. A rebrand will allow consumers to know where their bread comes from, and truly connect with our brand.”
About Al-Matahin
Al-Matahin, previously known as Bahrain Flour Mills, is a Bahraini public shareholding company, established in 1970. Their products are produced and sold in Bahrain. With a wide range of products, the company has eight types of flours in addition to Harees and Jareesh. The principal activities of the company are the import of wheat, the production wheat flour and related products which are sold to the Bahraini market (where all auto bakeries, hotels, restaurants, super and hypermarkets rely on it) and to foreign export markets. For more information about Al-Matahin, visit www.bfm.bh
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