From Harvest to Home: Amazon and Ghitha Holding announce strategic collaboration to deliver locally grown produce in minutes with Amazon Now

• Amazon and Ghitha Holding signed an MoU to explore seasonal fresh produce delivery in the UAE
• The demand-led farming concept looks to connect local farms to Amazon Now for doorstep delivery in minutes
• Plans include a new packhouse and distribution center at Food Tech Valley in Dubai
• The collaboration supports the UAE's National Food Security Strategy 2051

Amazon and Ghitha Holding PJSC have signed a Memorandum of Understanding (MoU) to explore a seasonal fresh produce initiative in the UAE, connecting local farming directly to Amazon's supply chain. The initiative aims to deliver freshly harvested, locally grown produce to customer doorsteps in minutes through Amazon Now.

Crop selection will be guided by customer demand insights from Amazon, with Ghitha Holding's established agricultural expertise and infrastructure powering the operation. The goal is to shorten the farm-to-doorstep journey while supporting local farmers across the UAE.

The collaboration also includes plans for a new packhouse and distribution center at Food Tech Valley, Dubai's government-backed food innovation center. Both companies aim to reduce the distance between harvest and home, enhance local production, and drive innovation in agricultural technology.

Falal Ameen, Group CEO of Ghitha Holding PJSC, said: "This MoU with Amazon builds on decades of experience across integrated food production in the UAE. Through this collaboration, we have an opportunity to bring together our agricultural expertise with Amazon's reach and customer insights to get fresh, locally produced food to customers more efficiently. It will help create more opportunities for local farmers, strengthen the UAE's agricultural system, and support the continued growth of local food production."

Ronaldo Mouchawar, Vice President of Amazon Middle East, Africa, and Turkey, said: "With Ghitha Holding, we are exploring something new: a demand-led farming concept where what customers want on their tables shapes what is growing seasonally on the farms. With Ghitha Holding's decades of integrated food production experience powering the operation, we are closing the gap between farm and doorstep, and proving what is possible when innovation meets agriculture. This is not just about convenience, it is about building a smarter, more sustainable food system."

Customers shopping on Amazon Now can already explore products from Ghitha Holding's subsidiaries, including Al Ain Farms, Marmum Dairy Farm, Al Ajban Poultry, Arabian Farms, Al Jazira Poultry Farm, NRTC, Asmak, and ADVOC. The selection spans fresh dairy, poultry, seafood, eggs, locally grown fruits and vegetables, organic produce, and processed fruits and vegetables, all available at amazon.ae/now. Prime members enjoy free delivery on orders over AED 25.

As the collaboration evolves, both companies will explore new initiatives to champion seasonal, locally sourced produce and the communities behind them. Customers can expect an expanded range of UAE-sourced brands from Ghitha Holding on Amazon Now in the coming months.