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Friday, June 9, 2023

WayCool partners with Choithrams to expand UAE distribution network

DUBAI: WayCool Foods, India’s leading food and agtech company, has signed a Memorandum of Understanding (MoU) with Choithrams, one of the UAE’s largest grocery retailers and distributors. Choithrams will distribute premium fresh fruit and vegetables under the L’exotique and Dezi Fresh brands under the WayCool brand through its distribution network in the UAE.

The MoU is in line with the National Food Security Strategy 2051, launched by the UAE government to achieve zero hunger by ensuring safe access to nutritious food throughout the year. The strategy is specifically aimed at implementing resilient farming practices that increase productivity and yields, which help maintain ecosystems. WayCool Foods and Choithrams are taking steps to implement this strategy, starting with the UAE.

Commenting on the new partnership, Mr. Karthik Jayaraman, Co-Founder and Managing Director of WayCool Foods said, “India and the UAE have been strategic partners when it comes to food safety. As India’s leading food and agtech company, we continue to Contribute to this greater engagement. Our partnership with Choithrams is another step towards having the right partner with whom we can work on a programmatic basis. Our partnership will help us Supplying the most important markets with quality fresh produce from all over the world has a prominent distribution network in the UAE”.

Choithrams will exclusively distribute WayCool products in retail and food service outlets in Dubai, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah and Fujairah.

Mr. Rajiv Warrier, Chief Executive Officer of Choithrams, said: “As a leading retailer and distributor in the region, Choithrams is delighted to partner with WayCool Foods to ensure a regular supply of quality fresh produce from around the world to grocery retail and food service outlets in the UAE. This project will help strengthen food security and sustainability in the region, and we are proud to partner with WayCool Foods towards these larger goals.”

WayCool’s range is available in more than 300 stores across the UAE and includes a wide range of fruit and vegetables, as well as dairy and groceries. Additionally, the company offers online and offline shopping options, making it easy for customers to shop for fresh produce no matter where they are.

L’exotique is WayCool’s range of premium fresh fruit and vegetables sourced from orchards around the world. The brand offers a wide range of products including exotic fruits from around the world, exotic vegetables and local produce from select farms in the UAE, ensuring customers receive the highest quality exotic ingredients.

Another brand, Dezi Fresh, focuses on bringing fresh, high-quality Indian produce directly from Indian farmers to UAE consumers. The brand’s commitment to quality is reflected in its stringent quality control processes and state-of-the-art packaging materials to keep products fresh and safe.


About Way Cool Foods

WayCool Foods is India’s leading food and agtech platform. The company focuses on food development and distribution, using innovative technologies to scale and operate complex supply chains from soil to sales. Through its farmer engagement program – Outgrow, the company works closely with 200,000 farmers. WayCool operates a full-stack, broad product line across multiple channels and categories, such as fresh produce, staples and dairy, serving more than 1,25,000 customers in general trade, modern trade and food service. WayCool’s consumer brands include Madhuram, Kitchenji, L’exotique, Dezi Fresh and Freshey’s.

For media inquiries, please contact,
Pradyth Ramkishore
watermelon newsletter
Dubai, United Arab Emirates
e-mail: pradyuth@watermelonme.com

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