WayCool joins hands with Choithrams to expand UAE distribution network
Dubai: March 13, 2023: WayCool Foods, India’s leading food and agritech company, has signed a Memorandum of Understanding (MoU) with Choithrams, one of the largest grocery retailers and distributors in the UAE. Choithrams will distribute L’exotique and Dezi Fresh branded high-quality fresh fruits and vegetables, under the WayCool umbrella, through their distribution network in the UAE.
The MoU is in line with the National Food Security Strategy 2051, which the UAE Government launched to achieve zero hunger by ensuring safe access to nutritious food all year round. The strategy specifically aims to implement resilient agricultural practices that increase productivity and production, which help maintain ecosystems. WayCool Foods and Choithrams are taking steps to actualize the strategy, starting on the ground in the UAE.
Commenting on the new partnership, Mr. Karthik Jayaraman, the Co-Founder & Managing Director, WayCool Foods, said, “India and UAE have always been strategic partners when it comes to food security. As India’s leading food and agritech company, we continue to contribute to this larger engagement. Our collaboration with Choithrams is another step towards having the right partners with whom we can work on a programmatic basis. Our partnership will help us deliver high-quality fresh produce from all over the world to the most important market with a prominent distribution network in UAE”.
Choithrams will exclusively distribute WayCool products across retail and food service outlets in Dubai, Sharjah, Ajman, Umm Al Quwain, Ras El Khaimah, and Fujairah.
Mr. Rajiv Warrier, the CEO of Choithrams, said, “As a leading retailer and distributor in the region, Choithrams is happy to work together with WayCool Foods to ensure the regular supply of high-quality fresh produce from all over the world to grocery retail and food service outlets in the UAE. This project will contribute towards strengthening food security and sustainability in the region and we are proud to collaborate with WayCool Foods to meet these larger goals.”
WayCool’s range of products is present in over 300 outlets across the UAE and includes a variety of fruits and vegetables, as well as dairy products and groceries. In addition, the company offers online and offline shopping options, making it easy for customers to purchase fresh produce no matter where they are located.
L’exotique is WayCool’s line of premium fresh fruits and vegetables sourced from orchards worldwide. The brand offers a wide range of products, including exotic fruits, exotic vegetables sourced from across the globe and locally sourced produce from select farms in the UAE, ensuring that customers have access to the best quality exotic ingredients.
The other brand, Dezi Fresh focuses on bringing fresh and high-quality Indian produce directly from the farmers in India to consumers in the UAE. The brand’s commitment to quality is reflected in its rigorous quality control processes and state-of-the-art packaging materials to keep the products fresh and safe.
About WayCool Foods
WayCool Foods is India’s leading food and agri-tech platform. Focusing on food development and distribution, the company leverages innovative technology to scale and operate a complex supply chain from soil to sale. Through its farmer engagement program – Outgrow, the company works closely with 200k farmers. WayCool operates a full stack, broad-line product range across multiple channels and categories, such as fresh produce, staples, and dairy, serving over 1,25,000 clients in the general trade, modern trade, and food services space. WayCool’s consumer brands basket consists of Madhuram, Kitchenji, L’exotique, Dezi Fresh and Freshey’s.