Fresh Del Monte Produce last month launched its new retail concept in the Saudi Arabian market, offering convenience to the kingdom’s increasingly health-conscious consumers.
Please note: since this article was published in June 2015, Fresh Del Monte Produce has ceased using the name Fresh Market for its retail stores following a legal challenge from Del Monte Foods, a separate, unaffiliated company. This article was updated on 7 December 2016 to reflect that development.
According to the company, choices at the store include fresh juices, smoothies, freshly prepared salads and wraps, a clear effort on the part of Fresh Del Monte to steer the country in a healthier direction. Obesity and type-two diabetes have been identified as a major problem in the region, particularly in Saudi Arabia.
"The growing appetite for healthier snacks and on-the-go food has opened up a new market catering for the health-conscious,” said Mohammed Abbas, vice president for fresh produce. "We want to encourage everyone to make healthy choices, whether that means a high-protein wrap, an ultra-fresh juice or a protein-rich salad."
Mohamad Yahfoufi, general manager for Saudi Arabia, added that the focus was on freshness and flavour, an aim facilitated by the fact that Fresh Del Monte grows its own produce.
Del Monte's first store opened in mid-May at Abyat in Riyadh. “It's really about living healthier and smarter every day," added Yahfoufi.