UAE-based IFFCO Group, a prominent player in the food industry, has announced its plans to introduce its 100 percent plant-based meat brand, Thryve, to the Saudi Arabian market during the summer of 2023. Thryve is the first plant-based meat factory in the Middle East and offers a range of products inspired by the diverse and flavorful cuisine of the region.
The launch of Thryve aligns with the United Nations’ Sustainable Development Goals and the Kingdom’s Sustainability Vision 2030, which both prioritize sustainable food security and encourage innovation in the food industry.
Rizwan Ahmed, Executive Director of IFFCO Group, expressed his excitement about the expansion into the Saudi market, stating, “Our extensive experience in the kingdom, combined with our commitment to learning from the Middle East’s rich cultures, enables us to spearhead a healthier future.” Ahmed also emphasized the company’s support for Saudi Arabia’s Vision 2030, highlighting Thryve’s potential to promote healthier and more sustainable eating habits in the region.
Thryve’s distinctive plant-based meat products will be available to Saudi consumers in major supermarkets and hypermarkets across the Kingdom starting this summer. IFFCO Group aims to contribute to the reduction of unsustainable products by conducting research to improve the efficient utilization of natural resources.
The arrival of Thryve in Saudi Arabia marks an important step in the growing demand for plant-based alternatives in the region, providing consumers with sustainable and delicious options while supporting the country’s vision for a more environmentally conscious and healthy future.
