UAE-based retail conglomerate Gulf Marketing Group’s Farm Fresh partners with El Grocer, as the grocery delivery platform seeks to connect B2B distributors with consumers directly through its marketplace.
“The region’s retail industry is rapidly shifting to an omnichannel model, providing quality goods and services to consumers seamlessly whether in person or through online channels. This is a stance we have been championing across GMG including at Farm Fresh. This latest partnership with El Grocer is Farm Fresh’s first step towards that omnichannel journey as we stay on the pulse of what our customers want most,” said Mohammad A. Baker, deputy chairman and CEO, Gulf Marketing Group.
The COVID-19 pandemic led to major shifts in consumption patterns. As online grocery shopping became a part of consumers’ daily routine during the pandemic, El Grocer has also innovated to find new revenue streams.
“Recently we have seen many traditional businesses going online with El Grocer…but this is the first time we have seen a house of FMCG brands setting up a direct to consumer model with us,” stated Xavi Nunes, El Grocer’s chief marketing officer. “We are partnering with Farm Fresh for famous household brands with unique prices and bundles to serve consumers across the UAE.”
As Gulf Marketing Group’s Farm Fresh partners with El Grocer, it will enable shoppers across the UAE to get unique products and brands directly from the distributor and delivered to their doorstep. In addition, consumers will be able to access unique prices and bundles available exclusively on El Grocer.