Abu Dhabi’s fresh produce and agritech company, Silal has launched the ‘Silal Fresh’, a consumer-focused brand that aims to offer over 60 varieties of selected local produce.
The new brand, which comes following the continuous efforts of Silal to drive the UAE’s long-term sustainability agenda, and to empower local farmers, will hit the country’s market during November.
The launch echos Silal’s vision to push forward the competitiveness of local produce while supporting regional farmers, by selling their fresh produce across UAE markets, which, in turn, increases their income.
Silal Fresh is solely focused on driving a positive perception of local produce and aims to highlight the quality of local farms. The products of the new brand will carry a guarantee of “farm to shelf” within 24 hours. The products will be available in convenient options for consumers.
The company works with its partner network to drive the distribution of a diversified, high-quality supply. The products of Silal Fresh are available in all major retail outlets including Carrefour, Lulu, Spinney’s and Abu Dhabi Coop across the emirates, along with several Silal Fresh Stores in Abu Dhabi.
Jamal Salem Al Dhaheri CEO – Silal
“The fruits and vegetable market in the UAE relies heavily on imports, which often travel long distances and are stored for several months, thereby reducing the quality and nutritional benefits of fresh produce. We launched Silal Fresh to offer consumers across the UAE the freshest fruits and vegetables, sustainably grown in Abu Dhabi, by local farmers. Today, we offer our local farmers a brand exclusively for their fresh produce, which they farm and harvest using the latest agritech solutions, helping them reach the wider UAE community.”
Silal adheres to international practices and standards throughout the farming process until produce is on shelves. The company preserves the quality of products from the 14 collection centers it operates across Abu Dhabi, to its strict quality control measures at the company’s main distribution center.
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