Amazon and Ghitha Holding PJSC, a subsidiary of 2PointZero Group, have signed a Memorandum of Understanding (MoU) to explore the development of a seasonal fresh produce initiative in the UAE. The proposed collaboration aims to connect local farming operations directly to Amazon's supply chain and delivery infrastructure.
Under the proposed model, Amazon's consumer demand insights will guide seasonal crop selection, while Ghitha Holding will provide agricultural expertise and infrastructure. The companies stated that this demand-led farming model is intended to shorten the timeframe between harvest and delivery, enabling fresh produce to reach customer doorsteps within minutes through Amazon Now.
The initiative also includes plans to construct a packhouse and distribution centre at Food Tech Valley, Dubai's government-backed food innovation center. In addition, the partners plan to expand the selection of Ghitha Holding's locally sourced food brands available to customers on Amazon Now.
Falal Ameen, Group CEO of Ghitha Holding, said the agreement combines the group's agricultural capacity with Amazon's reach to deliver local produce more efficiently while creating opportunities for domestic farmers. Ronaldo Mouchawar, Vice President of Amazon Middle East, Africa, and Turkey, noted that the initiative tests a demand-led concept where consumer table preferences directly inform seasonal farm production.
Sources
- Gulf Business · 2026-10-02
