Strategic partnerships Barakat has a history of supplying fresh produce to premium hospitality and retail segments and recently formed a joint venture with Pure Baby Food Industries to build a dedicated baby food manufacturing facility in KEZAD, creating cross-sell opportunities between fresh produce, value-added products, and baby foods.

Value-added capability The company has expanded from fresh fruits and vegetables into value-added products like cut fruits, vegetables, and juices, enabling upsell to hotels, airlines, and large retailers seeking ready-to-use offerings.

Strategic geographic hub With KEZAD as a new manufacturing facility site and a broad international supplier network, Barakat can position itself as a reliable regional partner for end-to-end supply of fresh and value-added produce to UAE-based hospitality and retail players.

Digital shopping A digital storefront through the Barakat app and barakatfresh.ae supports direct-to-consumer and B2B channels, creating opportunities for online procurement programs, loyalty initiatives, and targeted campaigns for premium customers.

Quality and trust Strong certifications (FSSC 22000, ISO 22000/9001, HACCP, HALAL) combined with a reputation for reliability among five-star hotels, airlines, and major retailers position Barakat for premium contract wins and long-term partnerships in high-margin segments.