Al Ain Farms Group (AAFG) and NRTC Group, one of the region’s leading fresh fruits and vegetables companies, have entered a joint venture to launch Al Ain Taaza, a new ultra-fresh juice brand targeting one-third of the country’s AED 500mn fresh juice market within three to five years.
Announced at Make it in the Emirates (MIITE 2026), the partnership brings together two homegrown food businesses, both subsidiaries of Ghitha Holding, to establish a fully UAE-based ultra-fresh juice operation in one of the country’s fastest-growing beverage categories.
The move follows a time of considerable momentum for both companies, with Al Ain Farms Group’s continued growth across its integrated dairy, poultry and juice operations, and NRTC Group contributing decades of expertise across end-to-end fresh produce production, sourcing, cold chain logistics, and processing infrastructure at scale.
Trusted brand
Al Ain Farms Group will contribute its trusted brand equity, in-house bottle manufacturing, and a nationwide distribution network reaching more than 23,000 sales points daily across retail, HoReCa, and e-commerce.
“Al Ain Taaza is a product developed by and for the UAE, bringing trusted brands, strong production, and national distribution into one homegrown offering,” stated Hassan Safi, Group CEO, Al Ain Farms Group.
“By combining our end-to-end expertise in fresh produce production, sourcing, processing, and cold chain infrastructure with Al Ain Farms Group’s brand strength and distribution scale, we are building a platform that delivers consistent quality, supports category growth, and meets rising demand for ultra-fresh products across the UAE,” explained Mohammed Al Rifai, Group CEO, NRTC Group.
