22 November 2021: In line with its extended efforts to drive the UAEs long-term sustainability agenda, and within its remit to empower local farmers, Silal, Abu Dhabis new fresh produce and agritech company, officially introduced the Silal Fresh brand. The new consumer focused Silal Fresh brand hit shelves during November, providing consumers across the UAE over 60 varieties of carefully selected local produce. The move comes as part of Silals mandate to promote the competitiveness of local produce while supporting local farmers, by selling their fresh and nutritious fruits and vegetables across UAE markets, which, in turn, increases their income.

Through the launch of Silal Fresh, the companys ambition is focused on promoting consumer interest and understanding of local produce. The new brand is deeply rooted in driving a positive perception of local produce and focuses to showcase the freshness and quality of local farms. Silal Fresh produce will carry a guarantee of farm to shelf within 24 hours whilst enabling UAE consumers to proudly support locally grown produce. The new products will be available in convenient options for consumers.

Silal works with its partner network to drive the distribution of a diversified, high-quality supply. Silal Fresh products are available in all major retail outlets including Carrefour, Lulu, Spinneys & Abu Dhabi Coop across the emirates, along with several Silal Fresh Stores in Abu Dhabi. Securing availability and support across multiple sales channels will also assist in securing a sustainable and scalable market for local farmers and their fresh produce.

His Excellency Eng. Jamal Salem Al Dhaheri, CEO of Silal, commenting on the new brand launch said: The fruits and vegetables 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. We are proud to showcase the best of the agricultural sector in the emirate and enhance the competitiveness of local fresh produce.

Echoing its commitment to provide the best produce to consumers across the UAE, Silal adheres to international practices and standards throughout the farming process until produce is on shelves. Silal beholds the quality of products from the 14 collection centres it operates across Abu Dhabi, to its strict quality control measures at the companys central distribution centre. From there, and within 24 hours, consumers are assured healthy, nutritious, and fresh local produce on the shelf.