MoU signed last week opens door to closer collaboration on marketing branded berries to consumers
LuLu Retail has signed a memorandum of understanding (MoU) with leading berry supplier Driscoll’s which formalises a strategic marketing and promotion partnership across the GCC.
According to the partners, the agreement will help to drive sales growth, enhance visibility of the berry category, and deliver what they describe as “premium berry experiences” to LuLu shoppers year round.
The MoU was made official at a special signing ceremony at the retailer’s regional office in Al Qusais, Dubai, where group director of global operations, Salim MA, and his colleagues welcomed a delegation that included Wyard Stomp managing director of Driscoll’s of EMEA.
Driscoll’s has already developed a close working relationship with LuLu to promote sales of fresh berries.
Late last year, the companies launched a joint promotional project at LuLu Hypermarkets called the Berrylicious Festival, an initiative they said highlighted a “shared commitment to promoting healthier food choices and celebrating nature’s finest produce” through engaging in-store experiences and offers across stores.
