The proposed initiative aims to deliver locally grown produce to UAE shoppers within minutes, while using customer demand to help guide seasonal crop selection and support local farmers.
Amazon and Abu Dhabi-based Ghitha Holding have signed a memorandum of understanding to explore a new initiative that could bring locally grown fresh produce to UAE shoppers within minutes through Amazon Now.
The proposed partnership combines Ghitha Holding’s agricultural expertise and infrastructure with Amazon’s customer demand data to guide seasonal crop selection. The initiative aims to connect farming more directly with consumer demand, improve access to locally harvested produce and create additional opportunities for UAE farmers.
Ghitha Holding, a food production, agriculture and distribution group, is a subsidiary of 2PointZero Group. Its Group CEO, Falal Ameen, said the collaboration could help deliver locally produced food more efficiently while strengthening the UAE’s agricultural ecosystem.
The agreement also outlines plans for a modern packhouse and distribution centre at Food Tech Valley, Dubai’s government-backed food innovation hub. The partners will also explore expanding the range of Ghitha Holding’s local brands available through Amazon Now.
Ronaldo Mouchawar, Amazon’s Vice President for the Middle East, Africa and Turkey, described the proposal as a demand-led farming concept in which customer preferences would help determine which crops farmers grow seasonally.
Amazon Now already offers products from several 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 existing selection includes dairy products, poultry, seafood, eggs, fruits, and vegetables.
If implemented, the proposed initiative could strengthen the link between local agricultural production and rapid delivery, while giving UAE shoppers greater access to locally grown seasonal produce.
Source: Middle East Entrepreneur
