Amazon, Ghitha Holding Explore Plan to Deliver UAE-Grown Produce in Minutes, Supporting Local Farmers
The proposed initiative aims to bring locally grown produce to shoppers in minutes through Amazon Now, with customer demand helping guide seasonal crop selection.
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Global tech giant Amazon and Ghitha Holding, an Abu Dhabi-based food production, agriculture, and distribution group and subsidiary of 2PointZero Group, have signed a memorandum of understanding to explore a seasonal fresh produce initiative connecting farming directly to Amazon’s supply chain.
The proposed initiative would draw on Ghitha Holding’s agricultural expertise and infrastructure, with Amazon’s customer demand data guiding crop selection. It aims to deliver freshly harvested, locally grown produce to customers in minutes through Amazon Now.
“Through this collaboration, we have an opportunity to bring together our agricultural expertise with Amazon’s reach and customer insights to get fresh, locally produced food to customers more efficiently,” Falal Ameen, Group CEO, Ghitha Holding PJSC said. “Just as importantly, it will help create more opportunities for local farmers, strengthen the UAE’s agricultural ecosystem, and support the continued growth of local food production.”
The agreement also outlines plans for a state-of-the-art packhouse and distribution center at Food Tech Valley, a government-backed food innovation hub in Dubai, and a wider selection of Ghitha Holding’s local brands on Amazon Now.
“With Ghitha Holding, we’re exploring something new: a demand-led farming concept where what customers want on their tables shapes what’s growing seasonally on the farms,” Ronaldo Mouchawar, Vice President, Amazon Middle East, Africa, and Turkey, said
Amazon Now already offers products from Ghitha Holding subsidiaries, including Al Ain Farms, Marmum Dairy Farm, Al Ajban Poultry, Arabian Farms, Al Jazira Poultry Farm, Nassar Al Refaee Trading Company, Asmak and Abu Dhabi Vegetable Oil Company. The selection includes dairy, poultry, seafood, eggs, fruits and vegetables.
Global tech giant Amazon and Ghitha Holding, an Abu Dhabi-based food production, agriculture, and distribution group and subsidiary of 2PointZero Group, have signed a memorandum of understanding to explore a seasonal fresh produce initiative connecting farming directly to Amazon’s supply chain.
The proposed initiative would draw on Ghitha Holding’s agricultural expertise and infrastructure, with Amazon’s customer demand data guiding crop selection. It aims to deliver freshly harvested, locally grown produce to customers in minutes through Amazon Now.
“Through this collaboration, we have an opportunity to bring together our agricultural expertise with Amazon’s reach and customer insights to get fresh, locally produced food to customers more efficiently,” Falal Ameen, Group CEO, Ghitha Holding PJSC said. “Just as importantly, it will help create more opportunities for local farmers, strengthen the UAE’s agricultural ecosystem, and support the continued growth of local food production.”
Entrepreneur Middle East Staff
Entrepreneur Staff
