European Union partners with UAE grocery delivery platform el Grocer

Food blogger Zahra Abdalla has created recipe boxes using EU ingredients
Zahra Abdalla in the kitchen
Zahra Abdalla in the kitchen

The European Union has partnered with UAE-born grocery delivery platform el Grocer to bring ready-to-cook recipe boxes to residents of Dubai.

Created by food blogger and cookbook author Zahra Abdalla, the recipes use European ingredietns sourced from importer and grocer EuroMercato, and feature easy-to-follow instructional videos from Abdalla in which she explains the quality, safety, and authenticity of each of the EU ingredients.


The partnership forms part of the EU’s More than Food campaign and addresses increasing consumer demand for European food imports, with EU farm exports to the GCC growing 25% in the first quarter of 2020 compared to Q1 2019.

El Grocer chief marketing officer Xavi Nunes said: “As an e-marketplace, el Grocer was able to match the European Union with EuroMercato, a top performing buyer and seller of European produce on our platform. We worked closely with all partners to create a campaign that would make their products stand out while also satisfying our users’ dual interest in exclusive offers and convenience. This is the first collaboration of its kind for el Grocer and we believe it will allow both exporter and grocer to test local customer interest in specific product categories.”

Available on the el Grocer app until August 17, customers have five recipe boxes to choose from:: Mediterranean puff pastry tart; one pot summer pasta with salmon; roasted chicken salad with spinach and roasted peppers; gluten-free thumbprint cookies, and tiramisu.

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