Ghitha subsidiaries launch Al Ain Taaza, build blueprint for fresh produce logistics

UAE – Ghitha subsidiaries Al Ain Farms Group and NRTC Group have launched a joint venture, Al Ain Taaza, to build a blueprint for fresh produce logistics and target one-third of the country’s AED 500 million (US$136 million) fresh juice market within three to five years.

The partnership establishes a fully UAE-based ultra-fresh juice operation. Under the agreement, NRTC Group will lead end-to-end sourcing, processing, and cold-chain logistics.

On the other hand, Al Ain Farms Group will contribute its brand equity, in-house bottle manufacturing, and a distribution network reaching more than 23,000 sales points daily across retail, HORECA, and e-commerce.

“This partnership shows what’s possible when UAE businesses invest in one another’s strengths,” said Hassan Safi, Group CEO of Al Ain Farms Group. “Al Ain Taaza is a product developed by and for the UAE.”

The joint venture addresses specific pain points that international competitors cannot easily resolve. First, fragmented cold chains often compromise the freshness of juice from farm to shelf.

By contrast, NRTC’s integrated infrastructure maintains consistent temperatures across production, processing, and transport.

Second, imported juice brands face lead times of 4–6 weeks. Consequently, Al Ain Taaza can deliver from harvest to supermarket within 48 hours, preserving flavour and nutritional value.

Third, international players lack flavour profiles tailored to Emirati consumer preferences, giving the homegrown brand a distinct cultural advantage.

“By combining our end-to-end expertise in fresh produce production, sourcing, processing, and cold chain infrastructure with Al Ain Farms Group’s distribution scale, we are building a platform that delivers consistent quality,” said Mohammed Al Rifai, Group CEO of NRTC Group.

For other African and global markets, this power-pairing serves as a blueprint. When a single holding company controls both upstream cold chain and downstream distribution, vertical integration reduces costs by an estimated 15–20%, eliminates third-party margins, and ensures end-to-end quality traceability from farm to bottle.

As a result, regional food security shifts from importing finished goods to nurturing national champions such as Ghitha, thereby reducing exposure to global supply chain volatility.

Al Ain Taaza will launch in Q3 2026 with more than 15 flavours spanning refreshments, functional blends, and smoothies, available nationwide from day one.

Therefore, investors should seek partnerships where cold-chain precision meets distribution density; that combination will define the next generation of leaders in the MEA food and beverage market.

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