Amazon and Ghitha Holding forge strategic partnership to revolutionise local fresh produce delivery
The e-commerce giant and UAE agricultural leader have signed a memorandum of understanding to develop a demand-led farming initiative, bringing farm-fresh produce to customers within minutes through Amazon Now whilst supporting local farmers and advancing food security.
Amazon and Ghitha Holding PJSC, a subsidiary of 2PointZero Group, have entered into a strategic collaboration designed to transform the delivery of fresh, locally grown produce across the UAE. The partnership, formalised through a Memorandum of Understanding, represents a convergence of agricultural expertise and digital innovation in service of sustainable food production.
The initiative introduces a demand-led farming concept whereby customer preferences identified through Amazon’s sophisticated market insights directly inform seasonal crop selection. By leveraging Ghitha Holding’s established agricultural infrastructure and decades of integrated food production experience, the partnership aims to compress the traditional farm-to-doorstep timeline to mere minutes through Amazon Now, whilst maintaining the freshness and quality of locally harvested produce.
A cornerstone of the collaboration involves establishing a state-of-the-art packhouse and distribution centre at Food Tech Valley, Dubai’s government-backed innovation hub dedicated to advancing food sector technologies. This facility will serve as the operational nerve centre for the initiative, enabling seamless coordination between production and delivery networks.
The expanded partnership extends beyond fresh produce. Ghitha Holding’s diverse portfolio of local brands—encompassing Al Ain Farms, Marmum Dairy Farm, Al Ajban Poultry, Arabian Farms, Al Jazira Poultry Farm, Nassar Al Refaee Trading Company (NRTC), Asmak, and ADVOC—will see increased representation on Amazon Now. The existing range already features fresh dairy, poultry, seafood, eggs, locally cultivated fruits and vegetables, organic produce, and processed items, with Prime members benefiting from complimentary delivery on orders exceeding AED25.
Falal Ameen, Group CEO of Ghitha Holding PJSC, highlighted the strategic significance: the collaboration builds upon decades of operational excellence whilst creating meaningful opportunities for local farming communities and strengthening the UAE’s agricultural ecosystem. Ronaldo Mouchawar, Vice President of Amazon Middle East, Africa, and Turkey, emphasised that the partnership represents a demonstrable commitment to building a more sustainable and efficient food system through the marriage of agricultural innovation with consumer convenience.
As the collaboration evolves, both entities plan to introduce additional initiatives championing seasonal, locally sourced produce whilst celebrating the communities and producers behind these offerings. The coming months are expected to bring an expanded selection of category-leading, UAE-sourced brands to Amazon Now, further reinforcing the emirate’s trajectory towards enhanced food security and agricultural innovation.
Source: WAM