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WayCool Foods, a leading food and agritech company based in India, has signed an MoU with Choithrams, one of the largest grocery retailers and distributors in the UAE, to distribute their L’exotique and Dezi Fresh branded fresh fruits and vegetables across the UAE. The collaboration is in line with the UAE government’s National Food Security Strategy 2051, which aims to achieve zero hunger by ensuring safe access to nutritious food all year round and implementing resilient agricultural practices that increase productivity and production while maintaining ecosystems.
The partnership with Choithrams will enable WayCool to deliver high-quality fresh produce from all over the world to the UAE’s most important market with a prominent distribution network. Choithrams will exclusively distribute WayCool products across retail and food service outlets in Dubai, Sharjah, Ajman, Umm Al Quwain, Ras El Khaimah, and Fujairah, contributing towards strengthening food security and sustainability in the region.
Karthik Jayaraman, the Co-Founder & Managing Director of WayCool Foods, said that India and UAE have always been strategic partners in terms of food security. He added that the collaboration with Choithrams is another step towards having the right partners to work on a programmatic basis to contribute to this larger engagement.
WayCool’s range of products is already present in over 300 outlets across the UAE, including a variety of fruits and vegetables, dairy products, and groceries. The company offers both online and offline shopping options, making it easy for customers to purchase fresh produce no matter where they are located.L’exotique, WayCool’s line of premium fresh fruits and vegetables, offers a wide range of products, including exotic fruits, exotic vegetables sourced from across the globe, and locally sourced produce from select farms in the UAE, ensuring that customers have access to the best quality exotic ingredients. On the other hand, Dezi Fresh focuses on bringing fresh and high-quality Indian produce directly from the farmers in India to consumers in the UAE, ensuring rigorous quality control processes and state-of-the-art packaging materials to keep the products fresh and safe.
Overall, the partnership between WayCool Foods and Choithrams is a significant step towards ensuring food security and sustainability in the UAE, aligned with the UAE government’s National Food Security Strategy 2051. It will also provide customers with access to high-quality fresh produce from all over the world, including exotic fruits and vegetables, sourced and packed using the latest technologies and processes to ensure freshness and safety.