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Sarya Holdings announces plans for global expansion; will launch Fit Farm

Dubai - Sarya Holdings projects for an eventful 2021 with the launch of its new food line, Fit Farm, and new international partnerships

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Sarya Holdings, which recently launched the UAE’s latest hydroponic vertical farming concept, Smart Acres, has announced that its new health-conscious food line, Fit Farm, is set to hit shelves in the first quarter of the new year.

The company has also announced its global expansion plans for the new year. The announcement comes after the company experienced exponential growth in 2019/2020 with the launch of a new concept, a roll-out of partnerships, and all-time high sales, creating a drive to strategically expand beyond borders whilst continuing to build locally.

Launched in 2017 by entrepreneurs, Abdulla Al Kaabi and Sean Lee, Sarya Holdings initially began as a general trading business with an emphasis on fast-moving consumer goods (FMCG) with the aim to bring quality foreign products to the GCC market. Sarya General Trading currently houses popular South Korean brands such as Gilim and Samyang Foods.

Currently, Sarya is partnered with over 10 South Korean brands to strengthen the import and distribution of its products to the GCC. Throughout 2020, the company has successfully strategised to secure new key partnerships with several brands from Japan, India, Mexico, and the Philippines in 2021. Ringing in the new year with a wider variety of new products, Sarya will also be increasing its imports and exports outside of the GCC to reach new international consumers. Adding to its local portfolio, their general trading division is now undergoing the creation of its very own brand ideal for the health-conscious community: Fit Farm.

“Our mission with Fit Farm is to empower the people through accessible cuisine driven by healthy lifestyle choices and connecting them with readily-available healthy foods,” said Abdulla Al Kaabi, CEO of Sarya Holdings.

Set to launch in Q1 of 2021, Fit Farm will become one of the few leading local providers to offer quick yet healthy and all-natural foods that can be prepared on the go. While the company plans to introduce a full range of healthy and nutritious food products, their initial food offering will include a wide selection of high-quality ready-to-eat chicken with the title of ‘Really Tasty Chicken Breast’. The concept will provide health-conscious consumers with a selection of ultra-tender, preservative-free, hormone-free and antibiotic-free chicken which comes in five different flavors.

rohma@khaleejtimes.com