A 100% plant-based meat venture has been launched in the UAE by IFFCO
According to IFFCO Group, THRYVE, the Gulf Cooperation Council (GCC) launched the first 100% plant-based meat project. IFFCO is a global FMCG brand manufacturer and marketer that produces and sells FMCG brands such as Noor, Rahma, Al Baker, Hayat, and Savannah. By early 2023, a plant-based meat factory will be operational, rushing the transition to healthy and sustainable food.
Investing in the future
It will be a cutting-edge plant-based food hub that creates, manufactures, and sells plant-based meat alternatives. Pioneering food research and technology will be combined with local cuisine and deep-rooted traditions to meet the region's demand for sustainable foods.
"Our plant-based project launch is guided by IFFCO Group's vision, 'Investing in the Future,' which emphasizes on the importance of building a resilient and sustainable food chain." Andrey Dribny, CEO-Culinary at IFFCO Group stated that they began the journey by investing in cutting-edge food technology and are committed to catalyzing a sustainable shift in the Middle East's food system.
The plant-based market in the UAE.
According to Business Wire, the UAE meat substitutes market is expected to grow at a significant CAGR through 2028. The growing awareness of personal health and well-being is propelling the market growth.
Several initiatives in the UAE are currently researching alternative proteins. Sprout, a children's plant-based food startup, received an investment of $200,000 from Bahrain-based FA Holding in 2021. Spinneys, one of the UAE's largest supermarkets, launched the Power of Plants initiative the same year to encourage customers to adopt a more sustainable and healthy diet.
"Our actions today have an impact on how we can THRYVE™ tomorrow." Valeria Krynetskaya. From IFFCO Group said that the act today is to start a movement in the Middle East toward healthier, more sustainable eating and to spark a local, regenerative, greener food value chain.
"THRYVE is on a mission to restore a balanced cycle by inspiring people to express their abundant love for and desire to nurture themselves, their loved ones, their communities, and the planet."
As of November 8/10, 2022, THRYVE will be at Gulfood Manufacturing 2022, Za'abeel Hall 4.
