UAE’s primary aluminium industry promoted in Europe

The potential of Dubai Aluminium Company Limited ("DUBAL") and Emirates Aluminium Company Limited ("EMAL") - the key players in the UAE's primary aluminium industry - to supply metal to end-users in Europe has been successfully promoted, thanks to the joint participation of the two companies at the Commodity Research Unit's 16th World Aluminium Conference ("CRU 2011").

Several platforms were leveraged for this purpose, namely a combined stand in the exhibition component alongside the conference - used to promote both companies and DUBAL's proprietary world-leading DX Reduction Technology that has been implemented on industrial scale at EMAL Phase I; plus joint sponsorship of the CRU 2011 Registration Desk; and luncheon on 14 June. The resulting strong presence ensured excellent exposure of the DUBAL and EMAL brands to the hundreds of senior executives from the aluminium industry across the world who attended CRU 2011.

In addition, DUBAL's Sultan Al Sabri (General Manager Marketing & Sales: Europe & North America) delivered a presentation entitled "The outlook for the Middle Eastern Aluminium industry in light of current political turmoil" during the opening Keynote Session. Commenting specifically on the political flashpoints in the greater Middle East, he pointed out that the involvement of the GCC countries in the current unrest has been limited to Bahrain and Oman. While acknowledging that the turmoil has brought unique challenges - such as reduced demand for primary aluminium, higher costs of doing business, logistics issues and potential risk-aversion of inward investment and financing; the forecast impact of the Middle East crisis is fairly nominal. By contrast, the accelerated social and infrastructural development proposed across the region in the aftermath of the crisis is expected to bring increased demand and thus good growth. Moreover, new markets are emerging within the greater Middle East North Africa ("MENA") region, as well as farther a field.

"The European market is nevertheless of strategic importance to both DUBAL and EMAL," says Walid Al Attar (Executive Vice President Marketing & Sales: DUBAL and Vice President: Marketing & Sales: EMAL). "Having made our first forays into the region fifteen years ago, in 1996, DUBAL has since built long-term partnership relationships with customers that have driven consistent growth over the years. As a result, almost 230,000 metric tonnes of DUBAL metal reached Europe's shores in 2010. A further 22,000 metric tonnes of metal produced by EMAL was also sold in Europe during 2010 (i.e. 252,000 metric tonnes in total from DUBAL and EMAL). We anticipate selling about 445,000 metric tonnes of primary aluminium into Europe during 2011, of which some 194,000 metric tonnes will be from EMAL."

Both companies' casting operations produce a variety of value-adding world-class products, the EMAL product mix - comprising remelt aluminium and standard commodity ingot and sow, as well as sheet ingot and billets - complements DUBAL's product portfolio of high purity sow and ingot, extrusion billet, foundry alloy, busbars and anode bars. "With the strong export potential of the Middle East and the import demand in Europe, it's extremely important that DUBAL and EMAL maintain a strong presence in the region - hence our joint efforts to promote our combined product portfolio at CRU 2011," explains Al Attar.

An entirely state-owned enterprise, DUBAL owns and operates a one million metric tonne per annum primary aluminium smelter at Jebel Ali, Dubai - one of the largest single-site operations of its kind in the world - and in 2010 produced 1,002,414 metric tonnes of hot metal. The company is renowned internationally for its premium purity, high quality products and services; as well as its commitment to sustainable development through conscious efforts to maximise the health and safety people, reduce the impact of its operations on the environment, and invest in the social and economic development of the community. Dedicated programmes support the Emiratization goals of the UAE, including targeted recruitment, skills development, management training and strategic career planning. Approximately 92 per cent of DUBAL's annual production is exported globally, the company's key markets being Asia, Europe, the Middle East North Africa ("MENA") region and North America.

A green-field development, EMAL is being built in two phases at Al Taweelah, Abu Dhabi, and is owned jointly by DUBAL and Mubadala Development Company (in equal shareholding).  Energizing of the 756 reduction cells in EMAL Phase I, with a total capacity of 750,000 metric tonnes per annum, took place between 1 December 2009 and 31 December 2010 - with full production being reached four months ahead of schedule, yet within budget. The company already enjoys a strong reputation for sound safety management, wellbeing programmes for its employees and adopting global best practices to minimize its environmental footprint - the latter entrenched through the implementation of DUBAL's in-house developed DX Reduction Technology, which offers enhanced energy efficiency and productivity levels yet lower environmental emissions than comparative technologies. These attributes are complemented by initiatives to harness Emirati talent through job-creation, engaging the community in corporate activities and celebrating the national and cultural heritage of the UAE.