Hospitality News
GMG Showcases Commitment to Quality with ‘Farm-to-Fork’ Vision at Gulfood
Gulf Marketing Group (GMG) is a leading company that has been operating in the Middle East since 1978. With a diverse portfolio of brands, retail outlets, and services, GMG operates across the GCC region and has subsidiaries in sectors such as retail, distribution, health, fitness, food processing, logistics, real estate, education, and technology. In this interview, JNS Media International is speaking to Mr. Roy Nasrallah, VP Marketing at GMG at Gulfood, 2023, to learn more about the company’s approach to marketing, its portfolio of brands, and its plans for the future.
How many years has GMG been attending Gulfood?
This is the first time that we are attending Gulfood on such a large scale. Although we have attended in the past with the Farm Fresh brand, we have never been at this level before.
What is GMG showcasing at Gulfood?
We are showcasing our five different brands at the event, with Farm Fresh being the most prominent among them. The Farm Fresh brand plays a significant role in various categories, including frozen, and now spices and herbs. We have revealed our expansion into the spice and herb category during the event, with a focus on showcasing the Farm Fresh brand’s new range of spice and herb products. GMG is also presenting its Pink Himalayan Salt Sapora brand, which has been expanded to include organic spices, along with other brands like Noor Al Islami, Klassic (a premium seafood brand), and RUH, inspired by the flavors and spices of India and Pakistan
Could you elaborate on GMG’s ‘farm-to-fork’ vision?
Our ‘farm-to-fork’ vision is our main focus, and it revolves around sourcing the best products from around the world. It’s not just about developing the product, but also ensuring that we bring it to the consumer in the best possible way. We believe that this vision helps us to maintain the highest standards of quality and freshness for our customers.
Could you share any information about GMG’s latest product innovations or upcoming plans?
We recently launched Sapora on the first day of Gulfood. It’s an organic brand with a beautiful jar design that I would encourage you to check out. This is our latest innovation and growth revealed by the food division of GMG. We are continuously striving to bring new and exciting products to our customers, and we have many upcoming plans that we are excited to share with everyone soon.
Can you tell us about how GMG is collaborating with other businesses or partners to grow or enhance their own portfolio?
GMG collaborates with partners in various ways, from sourcing products to finding the right partners around the world and developing products with our R&D team. We also partner with retailers, such as Carrefour and other well-known companies globally. Our collaboration is not limited to our ‘farm-to-fork’ vision, as we also look at partnerships from a marketing perspective. By partnering with other brands, we can enhance our own portfolio and offer more diverse and high-quality products to our customers.
Hospitality
FATHER’S DAY GIFT GUIDE: HEALTHY SIPS FOR DADS WHO PUT WELLNESS FIRST
This Father’s Day, skip the usual gifts and treat health-conscious dads to something that supports their wellbeing from the inside out. UAE homegrown brand Saba Plant-Based offers a range of organic, probiotic-rich drinks crafted using fermentation, live cultures and carefully selected ingredients to support digestive wellness while delivering great taste. Convenient, refreshing and easy to incorporate into daily routines, these functional beverages make thoughtful gifts for fathers looking to prioritise healthy habits.



Water Kefir
Light, fruity and refreshing, Saba Plant-Based’s newly launched Water Kefir is packed with live probiotics that support gut health. This water-based fermented drink is caffeine-free, gentle on digestion and ideal for staying refreshed throughout the warmer months.
Flavours available in Blue Spirulina & Lemon Mint and Dragon Fruit, Strawberry & Lemon.

Apple Cider Vinegar Shots
For dads who appreciate practical wellness solutions, these convenient gut health shots are made with raw apple cider vinegar and designed to support healthy daily habits. Easy to enjoy at home, at work or on the go, they offer a simple addition to any wellness routine.
Flavours available in Cardamom & Ginger and Verbena & Orange Blossom.

Plant-Based Kefir
Made with organic coconut milk and live vegan kefir cultures, this creamy dairy-free alternative is rich in beneficial bacteria that support digestive wellbeing. It can be enjoyed on its own or added to smoothies and breakfast bowls for a probiotic boost.
Flavour available in Natural, Vanilla and Mango-Pineapple.

Organic Kombucha
As the first brand to locally brew organic-certified kombucha in the UAE, Saba Plant-Based offers a naturally refreshing fermented tea made with live cultures and organic ingredients. Raw, unpasteurised and low in sugar, it provides a flavourful alternative to conventional soft drinks.
Available in Classic, Mango, Raspberry, Peppermint, Hibiscus Basil, Cardamom and Ginger Turmeric.
Whether your father is a fitness enthusiast, wellness advocate or simply looking to make healthier everyday choices, Saba Plant-Based’s range of probiotic drinks offers a thoughtful Father’s Day gift that supports gut health, hydration and overall wellbeing.
The brand’s full gut-healthy product range can be purchased on www.sabaplantbased.ae or at supermarkets across UAE including Kibsons, Spinneys and Waitrose.
Hospitality
GAME ON: HOW GLOBAL SPORTS EVENTS RESHAPE CITIES, INVESTMENT & TOURISM
Saudi Arabia’s emergence as a global sporting destination is reshaping far more than its events calendar. As the Kingdom prepares to host a growing portfolio of international tournaments, from Formula 1 and international football to golf, boxing and e-sports, sport is increasingly recognised as a powerful driver of tourism demand, investment attraction and long-term destination positioning.
As David Thomson, Senior Vice President – Development, The First Group Hospitality, puts it: “Mega-events can put a city on the map. When managed well, they reposition a city in the minds of investors and travellers.”
Four leading hospitality executives share their perspectives ahead of the Future Hospitality Summit – FHS Saudi Arabia, taking place from 22-24 June at Mandarin Oriental Al Faisaliah, Riyadh.
Reputation before revenue
The leaders agreed that the reputational dividend far outweighs the short-term financial return. For Muin Serhan, CEO, Amsa Hospitality: “The greatest impact of global events lies in reputation. While revenue is temporary, reputation compounds over time. When executed well, a global event signals capability, safety, and cultural openness, factors closely watched by investors when they enter a market.”
Victor Abou Ghanem, CEO, Story Hospitality, frames the opportunity in similarly expansive terms: “For destinations, a mega-event is the most expensive advertising campaign you will ever run, and the only one the entire world covers for free. If you treat the event as a short-term P&L exercise, you probably won’t justify the cost. If you see it as a 10–20-year brand-building moment, the logic changes completely.”
Wael Al Sharif, Area General Manager, The Torch Hospitality, underlines the scale of the opportunity for Saudi Arabia specifically: “Brand-building dramatically outweighs immediate revenue. For Saudi Arabia preparing for Riyadh Expo 2030 and FIFA 2034, these platforms accelerate Vision 2030’s tourism diversification objectives by decades, creating irreversible perception shifts.”
Planning for the long game
The leaders agreed that engagement must begin well before the cameras turn on. As Wael Al Sharif puts it: “Engagement must begin at the master planning phase. Early collaboration with urban developers and event organisers ensures hospitality infrastructure aligns with legacy goals, avoiding siloed development and maximising post-event utility.”
Victor Abou Ghanem is direct about the consequences of arriving late: “By the time logos are unveiled and tickets go on sale, many of the big decisions – venue locations, infrastructure routes, and zoning – are already locked in. For hotel and real-estate players, the ideal is to be at the table when masterplans are drawn, and transport lines are being discussed.”
Building smart, staying relevant
On supply and long-term value, the leaders were united: build for the normal year, not the peak. David Thomson frames it simply: “Capacity decisions need to be based on long-term commercial viability, not short-term demand peaks. Good design, flexible use of space, and selecting the right locations are essential for built assets to remain relevant well after the event concludes.” Muin Serhan reinforces the point: “Operators should prioritise conversion-ready assets, mixed-use developments, and properties adaptable to evolving demand patterns after the event.” Victor Abou Ghanem shares his rule of thumb: “Owners should treat the event as a bonus, not the baseline.”
The commercial prize, the leaders agreed, lies beyond the RevPAR spike. “Short-term rate premiums are welcome, but they are not the main prize,” says Muin Serhan. “If the experience converts first-time visitors into repeat guests, the commercial impact continues long after the event.” Wael Al Sharif points to Saudi Arabia’s own mega-projects as evidence of where the broader value lands: “In KSA, projects like Qiddiya and Diriyah demonstrate [the mixed-use value] perfectly.”
Legacy over hype
The answer, the leaders agreed, comes down to one word: legacy. For Victor Abou Ghanem, “cities that win in the long run design the event as one chapter in a larger urban story. They invest in transport that locals actually use, venues that can be downsized or repurposed, and tourism strategies that run for decades.” David Thomson applies a commercial lens: “Cities that think beyond the event itself align supply with realistic post-event demand and phase development responsibly. When expansion merely aims to satisfy short-term hype, oversupply and margin pressure usually follow.” Muin Serhan adds that the human dimension matters as much as the physical: “Consistency is what ultimately turns first-time visitors into loyal guests.”
Turning two weeks into two decades
The executives were asked to distil the opportunity into a single sentence.
Muin Serhan: “Align infrastructure, hospitality supply, and place-making with a long-term economic strategy so that the global attention generated over two weeks becomes the foundation for two decades of tourism growth.”
Victor Abou Ghanem: “You turn a two-week event into a 20-year opportunity by treating it not as a party, but as a starting point for re-imagining how people live, move, stay and invest in your city long after the final whistle.”
David Thomson: “Turning a two-week event into a 20-year opportunity requires developing hotels, retail, entertainment, and other assets that will continue attracting visitors long after the final game.”
Wael Al Sharif: “By treating mega-events as transformation accelerators rather than standalone spectacles — embedding infrastructure into permanent mixed-use ecosystems, leveraging global attention for perception repositioning, and designing for adaptable post-event utility — destinations convert temporary gatherings into enduring competitive advantages that compound across decades.”
Hospitality
ZAHRA’S KITCHEN SHARES ITS GUIDE TO EASIER SUMMER EATING IN THE UAE
As summer routines shift across the UAE, Zahra’s Kitchen, the UAE homegrown premium food brand, is encouraging consumers to rethink convenience food with simple, flexible meal ideas designed to make everyday eating easier, more flavourful and less time consuming. The seasonal guide comes as the brand expands its ready meal range with three new additions and prepares to launch a limited edition single-portion collection exclusively on Noon Minutes this summer.
Created for busy everyday routines, Zahra’s Kitchen offers handcrafted ready meals, snacks and nibbles inspired by comforting recipes and familiar flavours. Made using responsibly sourced ingredients, with no artificial additives or preservatives, products are frozen at peak freshness to help preserve flavour, texture and nutritional value, while offering greater ease, flexibility and variety throughout the week.


This summer, the brand is spotlighting one of the simplest ways to approach mealtimes at home. One ready meal does not need to mean one meal. Instead, Zahra’s Kitchen is sharing how its dishes can become the starting point for multiple meal ideas, helping consumers create more variety with less effort.
Simple ways to rethink summer meals include:
- Beef Bolognese: Serve with pasta for an easy dinner, or turn it into lasagne, pasta bakes, stuffed vegetables or eggplant fattah.
- Chilli Con Carne: Use as a base for tacos, enchiladas, nachos, rice bowls or loaded baked potatoes.
- Butter Chicken: Pair with rice and naan, or fold into wraps, flatbreads, sandwiches and pizzas for a quick lunch or casual dinner.
- Plant-Based Sweet Potato and Chickpea Red Curry: Enjoy on its own, or serve alongside grilled fish, chicken or vegetables for an easy summer meal.
The expanded ready meal range now includes Lentil Soup, Chicken Freekah and Plant-Based Sweet Potato and Chickpea Red Curry, joining customer favourites including Beef Bolognese, Butter Chicken, Beef Meatballs, Chilli Con Carne and Basmati Rice.
Currently available in two-serving portions, the ready meal range has been designed to offer flexibility, value and multiple meal occasions. The upcoming limited edition single-portion range, launching exclusively on Noon Minutes this summer, has been developed for consumers looking for greater flexibility during busier days.
Alongside its ready meal collection, Zahra’s Kitchen also offers a range of snacks and nibbles rooted in Middle Eastern flavours and entertaining traditions, including Musakhan Rolls, Beef Kibbeh, Falafel and Spinach Puff Bites. Ideal for sharing platters, lunchboxes, family gatherings, casual hosting or everyday snacking, the range reflects the same commitment to quality ingredients and ease.
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