Seeking inspiration from the UAE President, His Highness Sheikh Khalifa bin Zayed Al Nahyan, who declared 2019 as the ‘Year of Tolerance’, Choithrams has announced its campaign theme titled, ‘Recipes of Tolerance’ – a Ramadan exclusive initiative, which aims to highlight through tasty food the values of tolerance, coexistence and peace.
For this unique initiative, Choithrams has benefited from the expertise of Chef Arthur, the UN World Food Program ambassador as well as other CFI chefs to create five gourmet recipes. The delicious aromatic dishes are based on Emirati ingredients accented with handpicked delicacies from across the globe. The final outcome is a symphony of flavours that reflects the essence of togetherness that underlies Choithrams’ ideology to spread love through food. The recipes will be made available for sampling and purchase through Choithrams’ extensive network of stores in the UAE.
Speaking about the first-of-its-kind Ramadan campaign, LT Pagarani, chairman, Choithrams says, “We have always supported various initiatives extended by His Highness Sheikh Khalifa Bin Zayed Al Nahyan. So, when he announced 2019 to be the ‘Year of Tolerance’, we thought of supplementing it in our own unique way. If there’s one thing that people across nationalities bond over, it has got to be food. It’s the best way to put behind negativities and strike the brethren cord over lip-smacking platters. This is also in line with Ramadan’s core objective of bringing everyone together over food. We also look forward to furthering our commitment to Dubai Cares through this campaign.”
“It’s always a pleasure to learn about the new and innovative campaigns the team and Choithrams come up with every Ramadan. They never cease to amaze us with their creativity and their keen and genuine interest in supporting not only Dubai Cares, but also the UAE’s leadership with their admirable and noble initiatives. We have been partners for a long time, and we are happy to continue to work together to bring education to the most underprivileged children and youth in every corner of the world,” adds Tariq Al Gurg, CEO, Dubai Cares.
Popular brands such as Rainbow, Kimball, Quaker, Taj Mahal, Heartlight, Mothers Recipe, Capilano, Nestle & Maggi have joined hands with Choithrams to support this campaign. A percentage of the proceeds from the sale of select items across the partner brands will also go towards supporting Dubai Cares.
Choithrams is also offering an opportunity for UAE residents to participate in this noble initiative by announcing an “Iftar Beverage” that will be held on May 5, 2019. Interested participants will be asked to create an innovative beverage that is in line with the “Recipes of Tolerance” theme. Participants will be invited to submit their drinks at select Choithrams outlet on May 5, 2019. The final winner will be selected at an exclusive Iftaar party hosted by Choithrams. The contest will be judged by Choithrams in-house chefs and nutritionist who will judge the drinks based on creativity, health benefits and the use of the campaign theme.