THRYVE™ factory will cater for 30% of total GCC market, emerging as a future flexitarian proponent
Dubai, UAE, 17th March, 2023: The IFFCO Group has inaugurated its THRYVE™ facility, the first plant-based meat factory in the region, leading the way for the development of the category in the Middle East.
The new brand has been created as a catalyst in the move towards establishing a sustainable and healthy food chain in the Middle East, actively supporting the United Nations’ Sustainable Development Goals and the UAE’s Vision 2051 initiative to bolster food security through diversity and innovation.
The first 100% plant-based meat factory will be a region-leading venture providing nourishing, sustainable, healthy, and, most importantly, local plant-based meat products inspired by the unique flavours of Middle Eastern cuisine.
His Excellency Mohammed Mousa Alameeri, Assistant Undersecretary of the Food Diversity Sector at the Ministry of Climate Change and Environment, said: “The UAE has set a strategic direction to enhance its food security and address all challenges brought by the lack of arable land and scarce water resources, which lead to a shortage in local food production, forcing the UAE to import nearly 90 percent of its food.”
“Opening the region’s first Iveco Group factory for plant-based meat substitutes here in the UAE is a significant step towards consolidating this industry, supporting our efforts to enhance food diversity in the country, and promoting food production processes that preserve the environment,” H.E. Alameeri explained. “Animal-based foods – and especially red meat and dairy – are known to emit the most greenhouse gases, and with that in mind, the Ministry of Climate Change and Environment is working to encourage and support plant-based meat replacement industries by all means, in order to enhance our food security, on the one hand, and fulfil the UAE’s climate commitments, on the other.”
The Director-General of Dubai’s Department of Economy and Tourism, H.E. Helal Saeed Al Marri, said: “With the inauguration of this factory, we are witnessing the launch of a dynamic new industry that will not only boost trade across the region, but will also serve as a reflection of the UAE’s determination to lead in innovation and the adoption of technologies that provide sustainable solutions to real world problems. Advanced food technology is a driving force in the green economy, and with today’s opening of this facility, Dubai’s committment to the growth and evolution of environmentally sound practices that can alleviate the effects of climate change is leading from the front.”
Quote: H.E. Saud Abu Alshawareb, Dubai Industrial City’s Executive Vice President, Industrial Leasing, added: “It is a pleasure for us at DIC to be recognized as the logical location for investments that underscore the importance of food security, especially in such a unique way. We are honored to be home to a growing number of Dubai-based food manufacturers who are leading the way in introducing innovation in food production, and this new enterprise is adding value to the industry while strengthening our reputation as facilitators of a self-reliant food programme.”
THRYVE™ Plant-Based Venture is building on IFFCO Group’s vision, “Investing in the Future”, researching cutting-edge food technology for the benefit of the nation and contributing to at least three of the UN’s SDG’s: good health and well-being, responsible consumption and production, and climate action.
Speaking about the ground-breaking venture, Mr. Shiraz Allana. IFFCO Supervisory Board Member said: “IFFCO has been an innovator in its various fields of operations since its inception, and as such, we are ideally placed to drive a paradigm shift in consumers’ habits that reflect their ever-changing demands for a healthy and nutritious way of broadening their dietary options, especially in the aftermath of the COVID pandemic, which has had many people, and government entities, looking at innovative ways to localize value and supply chains.”
Mr. Allana added: “It is auspicious that we are launching this facility now, as sustainability is at the forefront of everyone’s mind. 2023 has been declared the UAE Year of Sustainability, and it is apt that we are working to follow the guidance of President H.H. Sheikh Mohamed bin Zayed Al Nahyan by fulfilling our commitment to advancing innovative solutions to benefit current and future generations in pursuit of a more sustainable future. Later this year, the UAE will be hosting COP28, when the eyes of the world will be on us, reinforcing the positioning of the UAE in the field of sustainability and its agenda for finding solutions that mitigate the climate crisis. Our experiences over the years, embedded in our ethos, enable us to carry on learning from the deep-rooted cultures and traditions of the UAE while spearheading a healthier future. For IFFCO, the THRYVE™ brand is just the beginning of a new transition. Our actions today impact how we can THRYVE™ tomorrow – IFFCO is supporting the UAE’s food security Vision 2051 by seeding a movement of change towards healthier, more sustainable eating in the Middle East and sparking a local, regenerative, greener food value chain. Alone we make a difference, but together, we create change.”
As the world becomes aware of the necessity to reduce dependence on non-sustainable products, IFFCO is at the vanguard of research into enhancing the efficacy of nature’s bounties through scientific research and analysis, developing and introducing solutions that make a real difference.
The only 100% plant-based meat factory in the Middle East, IFFCO’s THRYVE™ introduced advanced food technology to serve up tasty, healthy, sustainable and culturally relevant food that meets the needs of the local consumer. In addition, IFFCO is working closely with the government to create regulatory standards for plant-based food products.
The global plant based-meat market was estimated to be worth US$7.9 billion in 2022, and is forecast to reach $15.7 billion by 2027, according to a report from ResearchAndMarkets.com. The newly opened THRYVE™ plant-based meat factory is equipped to fuel the creation of the category to cater for around 30% of the total GCC population, which, based on proprietary research, is emerging as a future leader in the flexitarian arena.
THRYVE™ is an innovative plant-based food hub where re-discovered ancient agricultural wisdom meets new food research and technology, while preserving the goodness of the hero ingredient, the Fava Bean’s macro and micronutrients, and celebrating the flavours of local cuisine.
About IFFCO:
Established in 1975, IFFCO is a multinational group headquartered in the United Arab Emirates with leading FMCG brands and a portfolio of industry solutions and services enriching the lives of millions of consumers and customers globally. With over 80+ brands reaching over 100 countries and operations in 49 territories supported by over 15,000 employees. IFFCO’s leading brands include: London Dairy, Tiffany, Noor, Rahma, Al Baker, Hayat and Savannah, available in over 100 countries
About THRYVE™:
THRYVE™ is the first 100% Plant-Based Venture by IFFCO in Dubai Industrial City, UAE. The brand creates, -produces and markets a portfolio of sustainable healthy plant-based food; THRYVE™ factory is certified Vegan, Gluten Free, Halal and is in the process of BRCGS certification, aiming to accomplish Grade A by the end of March 2023. THRYVE™ products include 100% Plant-Based Mince, Burgers, Chicken Burgers, Nuggets, Koftas, Shish tawook, Shawarma, and Kabsa.
For More Information Contact:
Rana Abu Atta
IFFCO Group Head of Corporate Communications
+971502729552