Mohamed Shareef
General Manager
Modern Dairy Factory SAOC (MDF)
Mohamed Shareef, a prominent figure in the dairy and beverage industry, has built a remarkable career spanning over 26 years across the Gulf region, including the UAE and Oman. Currently the General Manager at Modern Dairy Factory SAOC (MDF), Shareef is leading the company’s transformation into a competitive force in Oman’s dairy market. His efforts focus on enhancing production capacity, relaunching the iconic Al Khamayil brand, and diversifying the product range to cater to growing consumer demands in Oman and beyond.
Born and raised in Shimoga, Karnataka, Shareef hails from a family with a deep agricultural heritage. His father, the late MK Mohamed, was an agriculturist and his mother, the late Sakeena a homemaker. Growing up surrounded by farmland, Shareef developed an appreciation for the challenges and opportunities in agriculture. After completing his Pre-University studies, he pursued a certification in Computer Management and moved to the UAE in 1997 to embark on his professional journey.
Shareef began his career at Marmum Dairy, a Dubai Investment Group company, as an accountant, managing client relations and CRM systems. By 2003, he had advanced to Key Accounts Manager, overseeing sales strategies across Dubai, Sharjah and the Northern Emirates. His efforts led to a significant improvement in sales, including a cash sales ratio increase from 22% to 32%, thanks to innovative schemes for mid and smaller outlets.
In 2008, Shareef joined Gulf and Safa Dairies as National Sales Manager, where he achieved a 32% growth in key accounts through merchandising and sampling strategies. He also played a critical role in regaining market share for flagship products like Laban Up and Yoghurt after a fire disrupted operation. As Business Development Manager from 2010 to 2012, he secured major deals, including a contract with Abudhabi National Hotels worth AED 10 million annually and partnerships with airlines for private-label products.
Shareef’s career took a significant turn when he relocated to Oman in 2012. At Oman Agriculture Development Company (Sohar Milk), he served as Sales and Marketing Manager, focusing on transitioning operations to a new facility while sustaining market share.
In 2015, Shareef’s career reached new heights when he joined Mazoon Dairy, Oman’s largest greenfield dairy project. His role as a key member of the project management technical team was transformative. He played an instrumental role in developing the feasibility study, financial models and a comprehensive master plan for the integrated dairy facility. Shareef’s efforts helped transform barren desert land into a state-of-the-art facility featuring a dairy farm, processing plant and supporting infrastructure.
Beyond the technical aspects, Shareef spearheaded Mazoon’s branding, consumer research and product development efforts. He was the driving force behind the creation of a cohesive brand identity, structural packaging designs and an impactful market launch strategy. His contributions ensured that Mazoon Dairy entered the market as a strong competitor, achieving widespread consumer acceptance.
Promoted to Sales and Marketing Director in 2019, Shareef led a team of over 450 professionals to secure Mazoon’s market leadership. Under his stewardship, the company achieved a 35% market share in core categories and generated USD 153 million in revenue within just two years. He also excelled in building efficient distribution systems, implementing trade marketing strategies and ensuring superior in-store presence across all trade channels.
Now at MDF, Shareef is overseeing the construction of a new 5,000-square-meter facility in Rusayl Industrial Estate, capable of producing 100,000 liters of dairy and beverage products daily. His vision includes expanding the Al Khamayil brand with new product lines, leveraging export opportunities and positioning the company as a leading player in the region and exploring co-packing opportunities for other brands.
Academically accomplished, Shareef holds a Bachelor’s Degree in Computer Science from London Metropolitan University, a PG Diploma in Marketing Management from XLRI Jamshedpur and a Certification in General Management from IIM Ahmedabad. Currently pursuing a master’s in Agribusiness from Rome Business School, he is exploring ways to integrate advanced agricultural technologies from Europe and the US into the Gulf and Indian markets.
Shareef’s personal life is equally fulfilling. He is married to Maimoona, a homemaker and they have two children: Fida Ayisha, pursuing a commerce degree at Christ University in Bengaluru and Affan Shareef, a high school student at Indian School Ghubra. A movie enthusiast and passionate learner, Shareef remains committed to personal growth and professional excellence.
