QMP’s new Halal meat products hit shelves in the DRC and Gulf

Kenya’s Quality Meat Packers (QMP), a privately owned, fully integrated frozen food firm that began as a small butchery shop five decades ago, and is now a top-selling brand in Kenya, has made its boldest international move yet: expanding into the Gulf and the Democratic Republic of Congo (DRC) with a new line of processed meat products.

The Nairobi-based fast-moving consumer goods (FMCG) firm has entered partnerships with retail giants Lulu Hypermarket and Nesto Group to distribute its products across the Gulf Cooperation Council (GCC) countries, including the United Arab Emirates, Saudi Arabia, Oman, Kuwait, Bahrain, and Qatar.

At the same time, it has begun selling in eastern DRC through Kin Marché supermarkets, with plans to extend into the capital Kinshasa.

The product range, aimed at both traditional and modern consumers, includes an array of HALAL proteins including beef, lamb, mutton and chicken products, including cubes, samosas and other value-added products.

“This partnership is more than just exporting meat; it’s about putting a Kenyan brand on the global stage,” said Diamond Velji, the Managing Director of QMP in a press 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 maximise.”

Founded in 1970, QMP built its reputation as a market-leading supplier to hotels, restaurants, and airlines in Kenya and East Africa. Over 55 years, it has grown into one of Kenya’s leading processors, running state-of-the-art facilities in Nairobi capable of handling tens of thousands of livestock each week, backed by its own butheries, slaughter houses, feed-mills and hatcheries.

Until now, most of its exports were focused on supplying meat cuts to niche buyers in the Middle East. The current expansion, however, represents a dramatic shift: QMP is no longer selling only raw products but has invested heavily in value-added lines to appeal to modern consumers.

“We know the Gulf and Congolese consumers are increasingly health-conscious, brand-aware, and time-sensitive,” said Velji. “They want premium quality, halal assurance, and convenience. Our new portfolio reflects that reality.”

A Gulf Market Hungry for Meat

The Gulf states are among the world’s top food importers, relying on foreign suppliers for up to 85 percent of their needs. Rising incomes, rapid urbanisation, and a multicultural population have created steady demand for both traditional halal cuts and ready-to-eat products.

Lulu Hypermarket, based in Abu Dhabi, with more than 250 stores in the Gulf region, runs one of the region’s most powerful modern retail networks. Similarly, Nesto, headquartered in Sharjah, is known for its accessibility and competitive pricing, with more than 130 outlets across the GCC. Together, they dominate grocery retail in the Gulf, competing for millions of weekly shoppers.

“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.

QMP has tailored its portfolio to match Gulf tastes, combining traditional halal meat with innovations such as lamb burgers and beef pastrami. Breaded snacks and oriental foods, already popular in Kenya, will also be rolled out to target a very realistic US$30 million sales by end of 2026.

“Consumers in the Gulf want both tradition and innovation,” Velji added. “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.

Breaking Into the Congolese Market

While the Gulf expansion makes headlines, QMP is equally bullish about its entry into the DRC, where urban demand for branded food products is surging. Distribution has begun in Goma and Bukavu through Kin Marché, a leading supermarket chain, and the company expects to expand into Kinshasa, the sprawling capital of more than 15 million people, within the year.

“The DRC is a frontier market with enormous potential,” Velji said. “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’s food sector is heavily dependent on imports, with limited domestic processing capacity. QMP’s entry could offer a reliable supply of packaged, halal-certified meats at a time when middle-class demand is rising.

The company’s international push reflects Kenya’s broader ambition to diversify its agricultural exports. For decades, the country has been known primarily for tea, coffee, and horticulture. Meat exports, by contrast, have lagged behind neighbours such as Ethiopia and Sudan. QMP is working to change that.