Our story in the Middle East started in the 1970s when we began selling frozen whole poultry under Sadia brand, a decade after Sadia launched a major innovation at that time, the frozen chicken parts, delivering more convenience with utmost quality and food safety. ​ ​ Today Sadia is a market share leader in the poultry segment and is recognized as the most preferred brand in the region – a true testament to how close we are to consumers. ​