The move comes as the UAE solidifies its reputation as a global culinary hub
Greenhouse Foodstuff Trading, a leading food service and retail company in the GCC, has announced its additional focus on the UAE’s AED 5.5bn fine-dining market, with a range of premium products to address the demand for high-end ingredients from leading chefs and restaurateurs in the region.
As part of the new strategy, Greenhouse will continue to develop its broadline premium supplier offering; however, it will also introduce a curated, sommelier-style sourcing option. The approach will include specialisation across micro-segments tailored to tasting menus and chef’s tables with origin-driven sourcing that prioritises craft producers with strong culinary stories.
“The UAE’s culinary landscape is entering a new chapter, and we’re committed to supporting that evolution with the quality, consistency and creativity it demands,” stated Daniel Chidiac, CEO, Greenhouse Foodstuff Trading.
New strategy
Recent industry trends have underscored the company’s new strategy. Through its leadership role in the UAE Cheese Guild, Greenhouse is introducing restaurants to an expanded network of artisanal, small-batch cheesemakers.
Partnerships with producers such as Elle & Vire also bring origin-specific dairy from Normandy, ensuring reliability, purity and character for core fine-dining preparations such as sauces, emulsions and pastries.
To showcase this strategy, Greenhouse hosted ‘All in Green’, an exclusive event at the iconic Villa 515. They welcomed many of the UAE’s most respected fine-dining chefs for a presentation of premium ingredients sourced from around the world, highlighted through a bespoke monochromatic dinner, an all-green menu crafted by Chef Nathan Rueff.
Greenhouse’s renewed fine-dining focus builds on a decade of transformation in which it has consolidated its brand portfolio and strengthened its presence across all foodservice channels, including five-star hotels, premium dining, catering and institutional clients, a press communication concluded.
