Emirates Flight Catering, GMG ink deal to provide ready-to-go meals

Image credit: GMG

UAE-based retail giant GMG has partnered with Emirates Flight Catering, to launch an exclusive range of on-the-go meals.

Emirates Flight Catering and GMG’s Everyday Goods – Retail division will supply freshly made food to GMG’s network of retail stores nationwide.

Everyday Goods covers GMG‘s home-grown food brands, food retail stores and distributed brands, covering the entire food consumption chain from ‘farm to fork.’

Its supermarket brands include Géant, Franprix, Monoprix, and monop and the recent acquisition aswaaq.

GMG expands its food retail offerings

Mohammad A Baker, deputy chairman and CEO of GMG, said: “Driven by our customer-centric approach, we have worked with our partner Emirates Flight Catering to create a custom-made food range to fulfill and exceed customer expectations on ready, freshly prepared meals.

“The partnership is the first step in Everyday Goods – Retail’s commitment to innovate and develop food products that elevate the customer experience. This is only the beginning –with our partner, we plan to extend the range across stores and develop new categories tailored to our customer’s needs.”

As part of our commitment to #KeepEvolving and enhance the well-being of our communities, we are excited to announce our partnership with Emirates Flight Catering. With this venture, we aim to promote healthy eating by providing ready-to-go fresh meals. #GMGEverydayGoods pic.twitter.com/pBXIrEvey9

— GMG (@GMGVoice) June 22, 2023

This ready-to-go meals sector in the UAE has been expanding rapidly due to various factors, such as increasing urbanisation, changing demographics, and a rise in the number of working professionals and expatriates.

These meals will be prepared based on a menu curated by Emirates Flight Catering chefs.

The entire range is also packed in recyclable materials as part of GMG’s commitment to sustainable food packaging.

Both partners have committed to consistently monitor customer feedback and incorporate this into the current and new meals being developed.

In addition, Emirates Flight Catering will support Everyday Goods on-ground store teams, training in food preparation, and customer service.

Sourcing locally produced ingredients

Some ingredients will be sourced from Bustanica, the world’s largest hydroponic farm, recently established by a joint venture between Emirates Flight Catering and Crop One Holdings Inc.

The 330,000 square foot facility can produce more than 1,000,000 kilogrammes of leafy greens annually while requiring 95 per cent less water than conventional agriculture.

Baker added: “While convenience is a key driver, there is also a growing demand for healthier, more nutritious ready-to-go meal options. Consumers are increasingly seeking meals that align with their dietary preferences.

“Ready-to-go meals in the UAE reflect this diversity, offering a wide range of international cuisine options to cater to different tastes and preferences. We, at GMG, would like to add value to this sector through this partnership.”

Mahmood Ameen, CEO, Emirates Flight Catering commented: ” This is a significant milestone and a strategic step for Emirates Flight Catering as we diversify and deliver exceptional food solutions within the retail sector, going beyond our well established presence in aviation and events catering.

“We currently produce an average of 200,000 meals daily across all our business verticals, and this number is set to increase during 2023. We’re delighted that GMG has chosen to partner with us. We look forward to growing this partnership as we share a commitment to deliver culinary excellence through innovation and products that meet customers’ evolving needs and preferences.”

This is the first time that Emirates Flights Catering has partnered with a retail major to provide ready-to-go meals.