One of Expo 2020 Dubai's first F&B licenses goes to chocolate company Mirzam
Mirzam is an Emirati-owned, hand-made artisanal chocolate maker that began as a two-person start-up in 2015 and is now one of the first Expo 2020 Dubai licensees.
As Expo 2020’s official artisanal chocolate licensee, Mirzam will initially create six distinct chocolate flavours, with more to come along the journey to 2020, and collaborate with artists to hand-design six chocolate bar wrappers that reflect the Emirati culture.
The licence will lead to Mirzam’s Expo 2020-branded chocolate bars sold through Expo’s multiple sales channels, including licensed-traders across the UAE and at the Expo site, through the 3,000sqm super-store of the future and other outlets.
Kathy Johnston, chief chocolate officer at Mirzam, said: “Working with Expo will help to solidify our reputation as a ‘Made in Dubai’ product that is made to an international quality standard. Our goal is for Mirzam to be valued at the same standard that you hold international brands such as Emirates Airline and Expo 2020, and I’m proud that by working together Mirzam will be viewed at the same standard.”
Expo 2020 expects to sign up about 70 licensees, covering 40 categories and 5,000 types of product. Many of these will be made here in the UAE, spreading the economic benefit of hosting Expo 2020.