Horeca Trade, a Bidfood company and a leading provider of international F&B brands in the UAE, has entered into an agreement with GSP Foodstuff Trading to distribute the rice producer’s Raj Mehak brand in the UAE’s foodservice channels.

GSP, which has advanced plants in the basmati growing belt of northern India, uses internationally acclaimed Buhler technology to produce a variety of high-quality basmati rice under the Raj Mehak and other brands. Under the terms of the agreement, Horeca Trade will employ its extensive sales, marketing and e-commerce expertise to distribute Raj Mehak basmati rice and products to the country’s complete foodservice markets.

Bidfood Middle East chief commercial officer, Wael Al Jamil, said:  “We are delighted to induct the premier rice brand, Raj Mehak, into our wide portfolio of products catering to the needs of the foodservice industry. Our partnership with GSP underlines our commitment to further enhance our product portfolio with brands that meet the highest safety and quality standards.”

The Gulf region is one of the biggest markets for Indian basmati rice, with the UAE being the major growth driver over the years. In addition to a major domestic market, the UAE is the largest re-exporter of rice in the world, accounting for 81 per cent of global rice re-export, according to Dubai Chamber.

GSP Foodstuff Trading marketing director, Waris Hasnain, said: “There is a growing demand for premier quality basmati rice in the UAE. Horeca Trade’s extensive and multi-channel foodservice network provides us with a solid opportunity to reach out to a wider consumer base in the country.”

Bidfood Middle East currently operates in five markets via the Bidfood stand-alone commercial entities in every market - Horeca Trade (UAE, Oman, Bahrain), Al Diyafa (Saudi Arabia) and Bidfood (Jordan). Bidfood ME collaborates with major brands such as illy Coffee, Sweet Street Desserts, San Pellegrino Waters, Lamb Weston, Monin, Fonterra, Bridor Bakery, General Mills and several other renowned brands. – TradeArabia News Service