The Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME), part of the Dubai Department of Economy and Tourism, has partnered with noon Food to strengthen support for Emirati entrepreneurs.
The collaboration aims to enhance the growth and competitiveness of Emirati-owned small and medium-sized enterprises (SMEs) in the food and beverage (F&B) sector through tailored commercial terms and structured digital enablement.
The two entities signed a Memorandum of Understanding (MoU) establishing a framework to onboard eligible Dubai SME members onto noon’s digital marketplace, offering access to its customer base, delivery network, payment systems, and marketing campaigns.
The initiative supports Dubai SME’s mandate to drive entrepreneurship in line with the Dubai Economic Agenda D33, which aims to double the emirate’s economy by 2033 and strengthen its position as a global hub for SMEs.
Under the agreement, noon Food will waive onboarding fees for participating Dubai SME members and introduce a five-year commission structure starting at 10 percent in Year 1 and rising to 20 percent by Year 5.
The noon Food will also invest in marketing support, including advertising credits and enhanced visibility during key seasonal campaigns, aimed at lowering entry barriers and improving long-term commercial sustainability.
In addition to financial incentives, SMEs will receive onboarding support, operational guidance, dedicated account management, and monthly performance reporting to ensure transparency and continuous optimization. Dubai SME will nominate eligible F&B businesses, promote the initiative, and oversee implementation to maximize impact for Emirati entrepreneurs.
Ahmad Al Room Almheiri Acting CEO – Dubai SME
“Dubai SME and noon Food have partnered to create new opportunities for Emirati F&B entrepreneurs by combining institutional support with digital platform scale. This agreement delivers tangible advantages, from tailored commission rates to structured promotional investment, enabling our members to compete effectively and grow sustainably within the digital marketplace. It reinforces Dubai’s commitment to empowering SMEs as key drivers of economic diversification and long-term growth, as envisioned by our city’s leadership through the Dubai Economic Agenda, D33.”
Faraz Khalid, Group CEO of noon Food, commented that, “Partnering with Dubai SME allows us to provide Emirati entrepreneurs with the digital infrastructure they need to thrive. By offering localized support and preferential access to our ecosystem, we are ensuring that homegrown F&B brands can scale rapidly and contribute directly to the goals of the D33 agenda.”
SMEs account for more than 95 percent of registered businesses in Dubai and play a central role in employment, innovation, and economic diversification. Within the F&B sector, Emirati-owned enterprises continue to contribute to the emirate’s evolving culinary landscape and expanding digital commerce ecosystem.
Through the five-year collaboration, Dubai SME and noon Food aim to deliver measurable commercial impact by expanding market access, strengthening brand visibility, and accelerating digital transformation for Emirati entrepreneurs in the F&B sector.
