NAIROBI, Kenya, Sept 15 – Quality Meat Packers (QMP), Kenya’s privately owned meat processor and exporter, is expanding its footprint into Gulf Arab states and the Democratic Republic of the Congo (DRC).
QMP has signed a deal with Lulu Hypermarket and Nesto Group in the Gulf and Kin Marché supermarkets in the DRC to export halal-processed meat products.
While Gulf chain stores open doors to distribution networks in the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Oman, and Bahrain, the firm will also use eastern DRC expansion through Kin Marché supermarkets to expand into Kinshasa, which boasts over 15 million inhabitants.
“This partnership is more than just exporting meat; it’s about putting a Kenyan brand on the global stage,” said Diamond Velji, Managing Director of QMP, in a statement.
“Lulu and Nesto give us a bridge to millions of households across the Gulf, while our entry into the DRC allows us to tap into one of Africa’s fastest-growing consumer markets. It’s a dual strategy. Regional and international, and an opportunity we intend to maximize.”
QMP, whose clients include hotels, restaurants, and airlines, has a product line that includes halal-certified proteins such as beef, lamb, mutton, and chicken, as well as value-added products like cubes and samosas.
Previously, QMP’s exports were largely niche, focused on raw meat cuts destined for Middle Eastern markets.
“We know the Gulf and Congolese consumers are increasingly health-conscious, brand-aware, and time-sensitive,” Velji noted. “They want premium quality, halal assurance, and convenience. Our new portfolio reflects that reality.”
Eyeing the expansive Gulf market
With annual food import dependency near 85 percent, the Gulf States are a lucrative market hungry for halal and ready-to-eat products. Lulu and Nesto, with their extensive retail footprints of over 250 and 130 outlets, respectively, dominate grocery shopping in the GCC, reaching millions weekly.
“Partnering with both Lulu and Nesto means our products are not only visible in premium shopping destinations but also accessible to everyday families across cities and towns,” Velji said.
“Consumers in the Gulf want both tradition and innovation. Fresh halal cuts for family meals, but also ready-to-cook and ready-to-eat items for their fast-paced lifestyles. That’s the niche we are filling with the QMP brand,” said Imtiaz Velji, QMP’s CEO.
Foray into the Congolese market
Demand for branded, consistent food products is rapidly rising in urban centers like Goma and Bukavu, served by Kin Marché supermarkets.
“The DRC is a frontier market with enormous potential,” the CEO emphasized.
“Kinshasa alone has a population larger than Nairobi, yet access to branded, high-quality processed meats is limited. We want to fill that gap.”
The DRC heavily imports food products, including meat, due to underdeveloped domestic processing infrastructure. This dependence on imports, coupled with a burgeoning middle class, presents QMP with the opportunity to introduce reliable, value-added frozen and processed halal meats.
