Silal introduces its own fresh produce brand, ‘Silal Fresh’: the freshest local produce from farm to shelf within 24 hours
March 31, 2022
FMCG HORECA BUSINESS
Sourced Solely From More Than 900 Local Farmers To UAE Consumers
22 November 2021: In line with its extended efforts to drive the UAE’s long-term sustainability agenda, and within its remit to empower local farmers, Silal, Abu Dhabi’s 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 Silal’s 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 company’s 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