Dubai, UAE: HORECA Trade, a Bidfood company – the UAE’s leading exclusive multi-channel foodservice provider of international F&B brands – today announced an agreement with GSP Foodstuff Trading LLC to distribute the rice producer’s Raj Mehak brand in the UAE’s foodservice channels.
GSP, which has advanced plants in the basmati growing belt of northern India, uses internationally acclaimed Buhler technology to produce a variety of high-quality basmati rice under the Raj Mehak and other brands. Under the terms of the agreement, HORECA Trade will employ its extensive sales, marketing and e-commerce expertise to distribute Raj Mehak basmati rice and products to the country’s complete foodservice markets.
Commenting on the business fellowship, Bidfood Middle East Chief Commercial Officer, Wael Al Jamil, said: “We are delighted to induct the premier rice brand, Raj Mehak, into our wide portfolio of products catering to the needs of the foodservice industry. Our partnership with GSP underlines our commitment to further enhance our product portfolio with brands that meet the highest safety and quality standards.”
The Gulf region is one of the biggest markets for Indian basmati rice, with the UAE being the major growth driver over the years. In addition to a major domestic market, the UAE is the largest re-exporter of rice in the world, accounting for 81% of global rice re-export, according to Dubai Chamber.
Reflecting on Al Jamil’s comments, GSP Foodstuff Trading Marketing Director, Waris Hasnain, said: “There is a growing demand for premier quality basmati rice in the UAE. HORECA Trade’s extensive and multi-channel foodservice network provides us with a solid opportunity to reach out to a wider consumer base in the country.”
Bidfood Middle East currently operates in 5 markets via the Bidfood stand-alone commercial entities in every market - HORECA Trade (UAE, Oman, Bahrain), Al Diyafa (KSA) and Bidfood (Jordan). Bidfood ME collaborates with major brands such as illy Coffee, Sweet Street Desserts, San Pellegrino Waters, Lamb Weston, Monin, Fonterra, Bridor Bakery, General Mills and several other renowned brands.
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About HORECA Trade
HORECA Trade, a part of JSE-listed Bidfood Group, is the leading food distributor and beverage supplier in the UAE. It is present in all seven Emirates, and offers premium quality F&B foodservice to the UAE market through an extensive brand portfolio of 25 accounts pertaining to bakery, dairy products, seafood, meat, and beverage items. HORECA Trade has been aggressively expanding its product offerings through exclusive partnerships and distribution deals with a number of locally-and-internationally recognized brands including Lamb Weston, S. Pellegrino, Fonterra, Sweet Street, BMB, Rosedale, CSM, Pacific West, Sohat, and more.
About GSP Foodstuff Trading
The GSP Group has spread its business activities across the globe with its involvement in Infrastructure, Power Generation, Automobile & chains of retail stores. At GSP Foods, customer expectations and their understanding instils drive for growth. Ongoing projects include those for forward and backward integration, from the procurement of seeds and organising organic contract farming initiatives to establishing the first private agro-processing SEZ unit in India's Basmati region thereby providing greater leverage and economies of scale. From a modest beginning and local trading operations, GSP Foods has today evolved into an international brand that's available across a variety of retail formats.
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