Choithrams to distribute WayCool Foods products in UAE

UAE grocery retailer Choithrams has inked a Memorandum of Understanding (MoU) with WayCool Foods, India’s food and agritech company, to exclusively distribute its products in Dubai, Sharjah, Ajman, Umm Al Quwain, Ras El Khaimah and Fujairah.

The MoU aligns with the National Food Security Strategy 2051, launched by UAE Government to achieve zero hunger by ensuring safe access to nutritious food all year round.

The strategy aims to implement resilient agricultural practices that increase productivity and production, which help maintain ecosystems. WayCool Foods and Choithrams are taking steps to actualize the strategy, starting on the ground in the UAE.

Co-founder and managing director of WayCool Foods, Karthik Jayaraman said: “India and UAE have always been strategic partners when it comes to food security.

“As India’s leading food and agritech company, we continue to contribute to this larger engagement. Our collaboration with Choithrams is another step towards having the right partners with whom we can work on a programmatic basis. Our partnership will help us deliver high-quality fresh produce from all over the world to the most important market with a prominent distribution network in UAE”.

WayCool’s range of products is present in more than 300 outlets across the UAE and includes fruits and vegetables and dairy products. In addition, the company offers online and offline shopping options, making it easy for customers to purchase fresh produce wherever they are located.

CEO of Choithrams, Rajiv Warrier, said: “As a leading retailer and distributor in the region, Choithrams is happy to work together with WayCool Foods to ensure the regular supply of high-quality fresh produce from all over the world to grocery retail and food service outlets in the UAE.

“This project will contribute towards strengthening food security and sustainability in the region and we are proud to collaborate with WayCool Foods to meet these larger goals.”

WayCool Foods serves more than 1,25,000 clients in the general trade, modern trade and food services space. Its consumer brands basket consists of Madhuram, Kitchenji, L’exotique, Dezi Fresh and Freshey’s.

WayCool Foods works closely with 200,000 farmers through its farmer engagement program – Outgrow.