Saudi Arabia to get plant-based meat from UAE brand Thryve
The UAE-based IFFCO Group has announced its plans to introduce its 100% plant-based meat brand, Thryve, to the Saudi Arabian market in 2023.
Thryve, developed by IFFCO, is the first plant-based meat factory in the Middle East and offers a range of products inspired by Middle Eastern cuisine. It aims to become the leading provider of plant-based meat in the region.
This upcoming venture aligns with the United Nations' Sustainable Development Goals and the Saudi Arabian government's Sustainability Vision 2030. Both emphasize sustainable food security and innovation.
Rizwan Ahmed, Executive Director of IFFCO Group, expressed his excitement about launching Thryve in Saudi Arabia. He highlighted the company's extensive experience in the region and its commitment to learning from diverse cultures and traditions. In addition, it promotes a healthy future.
By introducing Thryve, IFFCO actively supports Saudi Arabia's Vision 2030 by offering a transformative product in the plant-based segment. This initiative aims to encourage healthier and more sustainable eating habits in the Middle East. It promotes the development of local, regenerative, and eco-friendly food systems.
Thryve's unique plant-based products will be available to Saudi consumers in major supermarkets and hypermarkets across the country starting soon.
Recognizing the global need to reduce reliance on unsustainable products, IFFCO is at the forefront of research and development efforts to enhance natural resources efficiency.
