India’s WayCool Foods signs MoU with Choithrams for UAE distribution deal

Choithrams will distribute L’exotique and Dezi Fresh branded high-quality fresh fruits and vegetables – the two WayCool brands – through their distribution network in the UAE under the pact.

The agreement also envisages Choithrams to exclusively distribute WayCool products across retail and food service outlets in Dubai, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah, and Fujairah.

Karthik Jayaraman, co-founder and MD of WayCool Foods, said the partnership will help the company to deliver high-quality fresh produce from all over the world to the most important market with a prominent distribution network in the UAE.

“India and UAE have always been strategic partners when it comes to food security. As India’s leading food and agritech company, we continue to contribute to this larger engagement,” he said.

Rajiv Warrier, CEO of Choithrams, said the collaboration project with WayCool Foods will contribute towards strengthening food security and sustainability in the region.

“We are proud to collaborate with WayCool Foods to meet these larger goals,” Warrier said.

Indian food and agritech company’s range of products is present in over 300 outlets across the UAE and includes a variety of fruits and vegetables, as well as dairy products and groceries.

The company also offers online and offline shopping options, making it easy for customers to purchase fresh produce.

WayCool brands

L’exotique is WayCool’s line of premium fresh fruits and vegetables sourced from orchards worldwide.

The brand offers a wide range of products, including exotic fruits, exotic vegetables sourced from across the globe and locally sourced produce from select farms in the UAE.

Dezi Fresh focuses on bringing fresh and high-quality Indian produce directly from the farmers in India to consumers in the UAE.

Some of the other company brands include Madhuram, Kitchenji and Freshey’s.