European Community partners with el Grocer to deliver ready-to-cook items directly to consumers
With the pandemic accelerating consumer interest in buying safe, nutritious and high-quality ingredients online, the European Union has partnered with UAE-based grocery delivery platform el Grocer to bring ready-to-cook recipe boxes to residents in Dubai.
The partnership forms part of the EU’s ‘More than Food’ communications campaign and addresses increasing consumer demand for European food imports.
In the first quarter of 2020, during the height of the coronavirus pandemic, EU farm exports to the GCC grew 25% compared to Q1-2019.
Working with celebrated food blogger and cookbook author Zahra Abdalla to create recipes using European ingredients sourced from importer and grocer EuroMercato, the ‘More than Food’ recipe boxes promise easy-to-follow cooking instructions and delicious, authentic European flavours.
“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. 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,” commented Xavi Nunes, Chief Marketing Officer, el Grocer.
“This partnership not only allows us to reinforce these attributes to our UAE consumers, but has connected us to even more producers across Europe,” remarked Shirin Saleh, Business Development Manager, EuroMercato.
