Inside Dubai’s vegan plant-based meat factory catering to changing UAE food choices

As the region’s first full-scale facility dedicated to producing plant-based meat products, the factory aims to lead development of healthier and more secure food systems, a topic which grew in importance since the pandemic and has since made it to the top of government strategies worldwide.

“We want to pioneer plant-based options that not only nourish people but also the planet,” IFFCO CEO Andrey Dribny told Arabian Business.

Under the brand THRYVE, the factory utilises cutting-edge technologies to craft nutritious meat alternatives inspired by local flavors.

“THRYVE products are gently crafted to preserve inherent nutrients while eliminating anti-nutrients,” Dribny explained.

“This enhances digestibility and bioavailability, ensuring harmony between nature’s wisdom and modern nutrition.”

The timing of the factory’s launch aligns with growing demand. Recent research indicates that the region’s plant-based meat market will grow 8.35 percent annually through 2028. In 2021, the market was valued at $5.3 billion, and by 2031, it is expected to reach $33.3 billion.

“There is significant momentum behind more sustainable and healthy dietary choices in the region,” he said.

In the UAE specifically, plant-based product sales have doubled in volume over the past few years as more consumers continue to shift towards a more health-conscious approach, placing particular emphasis on general wellness and the environment.

And as the population of the country continues to grow, with projects expected to reach 11.05 million by 2030, the diversity of nationalities will likely contribute to a greater demand for diverse food options.

“The pandemic has heightened awareness of the importance of a healthy lifestyle and diet in maintaining immune health. Many individuals are now more focused on making healthier food choices, which includes incorporating plant-based options that are perceived as being better for overall health.”

Nearby Saudi Arabia is experiencing a similar rise in vegetarian demand, the IFFCO CEO said. The factory thus plans regional expansion to cater to these populations.

“We have already introduced THRYVE to the Saudi market and will enhance sustainable food security and innovation across the GCC.”

IFFCO produces THRYVE items using carefully selected crops like nutrient-dense fava beans.

“Their balanced macro and micronutrient profiles allow us to craft truly healthier substitutes,” said Dribny.

The production process aims for sustainability through resource efficiency versus livestock farming and by eliminating artificial ingredients.

To develop THRYVE products, IFFCO undergoes a selective process to choose crops, ensuring they align with optimal nutrition standards and sustainability objectives.

“Among our extensive research, we found exceptional Fava beans boasting a unique macro-micro nutritional profile that sets them apart: impressive protein content of 26 percent offering eight out of nine essential amino acids, a rich dietary fibre content of 26 percent.”

Fava beans are a source of B Group Vitamins and essential minerals such as iron, potassium and magnesium.

“We gently craft our products with utmost care and precision, preserving their inherent nutritional value while eliminating antinutrients that might impede nutrient breakdown and absorption. This process enhances bioavailability and digestibility, ensuring the creation of THRYVE products in harmony between Nature’s wisdom and modern nutrition.”

Gluten-free plant-based meat revolutionises food

In addition, their products are intentionally designed as gluten-free.

“Thryve is a 100 percent gluten-free plant-based meat substitute, therefore also fulfilling the needs of consumers with an intolerance to gluten,” he said.

“By using crops directly for human consumption rather than feeding them to livestock, plant-based meat production can be a more resource-efficient way to feed a growing global population.”

Plant-based meat is generally regarded as more sustainable because it has a reduced environmental impact as it requires less land, water and energy compared to living livestock, overall generating fewer greenhouse gas emissions and reducing deforestation. It also eliminates the need for animal farming, which directly addresses concerns related to animal welfare.

Dribny believes that the new factory aligns with the UAE’s vision, especially the Food Security Strategy and climate mitigation efforts.

This is certainly on everyone’s minds as Dubai gears up for the UN climate conference COP28 in November.

A plant-based meat production facility was also inaugurated in Abu Dhabi earlier this year. From May 1, homegrown foodtech startup Switch Foods began to produce products that are 100 percent free of genetically modified organisms (GMO), soy, allergens and gluten.

Items produced included kebab, kafta, sujuk, minced meat and burger patties which are both halal-certified and vegan.