News & Events
Farm Fresh announces record growth
Sunday, February 15, 2015

UAE’s leading food distribution service tipples its workforce and completes significant investments in logistics and marketing

15 February 2015 - Dubai, UAE: Farm Fresh, the UAE’s largest distributor and marketer of branded dry, chilled and frozen food, has announced record growth today, as the company has gone through exponential development during the past two years.
It has more than tripled its workforce, doubled the size of its fleet, and made significant investments in its logistics and marketing capabilities.
These factors have seen Farm Fresh rapidly evolve from a trading company into the first full service food distribution and marketing business of its kind in the UAE.

Established more than 40 years ago, as part of Gulf Marketing Group, one of the region’s major diversified business groups, Farm Fresh today operates a holistic 360-degree approach, which covers all sales channels including retail, food service, van sales and wholesale.

“Farm Fresh has gone through tremendous growth during the past two years, to establish itself as the first total distribution solutions company in the UAE,” said Shehzad Ahmad, CEO, Farm Fresh.
“We have achieved this through strategic investments in key areas of our business. Since 2013, we have grown our team from 200 to 700 people, added 70 new temperature-controlled vehicles to our industry leading fleet, and launched three major new brands in the Middle East market through innovative marketing campaigns.”

As one of the largest food suppliers in the UAE and beyond, Farm Fresh processes, sells, distributes and markets a remarkable variety of products from the world’s best loved food brands including McCain, SaraLee, Aashivaad, Seara, as well as its own much-loved Farm Fresh brand.
With a direct reach to 15,000 points of sale, the company’s logistics capabilities cover seven warehouses with a capacity of more than 25,000 pallets.

This, according to Mohammad A Baker, CEO and Deputy Chairman of Gulf Marketing Group, puts Farm Fresh in the perfect position for future growth.
“We are an ambitious business that is continuously developing, with investments, new partnerships and business success driving expansion into new sectors and markets,” Mr. Baker commented. “In 2015, we will continue to invest in our industry leading fleet, state-of-the-art warehousing facilities and technology. A particular focus this year is on delivering a major ERP business transformation programme, Sales Force Automation and Fleet Management systems all of which will ensure that our business remains on the cutting edge of the industry.”

10 year partnership with JBS
Wednesday, February 26, 2014
Farm Fresh, one of the largest distributor of chilled and frozen products in UAE, celebrated a decade long partnership with JBS, the world’s largest meat & poultry producer on Feb 25th, at Atlantis, the Palm.  

The event which was attended by senior figures from across the industry, recognised Farm Fresh’s successful expansion throughout the Middle East, aided by their successful partnership with the Brazilian company JBS. 

Speaking on the decade-long partnership with JBS, Mohammad A Baker, Deputy Chairman of Gulf Marketing Group said “Over the last ten years Farm Fresh and JBS have enjoyed an exceptional working relationship built on trust, understanding and transparency. Through this, we have been able to deliver fantastic products to consumers across the Middle East”. 

Also in attendance was Wesley Batista, Chairman of the global meat & poultry processing giant, JBS, who commented: “Farm Fresh has been an extremely loyal and valued customer with whom we have enjoyed working closely with over the last ten years. Their recent rate of expansion has been outstanding, and we are excited about further developing our reach across the Middle East region.”