Horeca Trade to distribute rice brand Raj Mehak in the UAE
UAE's foodservice provider Horeca Trade has signed an agreement with GSP Foodstuff Trading LLC to distribute the rice producer’s Raj Mehak brand in the UAE.
GSP has plants in the basmati-growing belt of northern India, and uses Buhler technology to produce a variety of high-quality basmati rice under Raj Mehak and other brands.
Under the terms of the agreement, Horeca Trade will employ its sales, marketing and e-commerce expertise to distribute Raj Mehak basmati rice and products to the country’s complete foodservice markets.
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% of global rice re-export, according to Dubai Chamber.
Bidfood Middle East currently operates in five markets via its stand-alone commercial entities: Horeca Trade (UAE, Oman, Bahrain), Al Diyafa (KSA) and Bidfood (Jordan). The parent company collaborates with brands such as illy Coffee, Sweet Street Desserts, San Pellegrino Waters, Lamb Weston, Monin, Fonterra, Bridor Bakery, General Mills and several others.