TH E DISTR IBUT OR
MEET THE
DISTRIBUTOR Joanie Dall’anese, Head of Marketing at Chef Middle East (UAE, Qatar and Oman) introduces us to one of the region’s leading distributors of food and beverage products
D
escribe the concept.
With over 25 years in the business, we are the leading distributor of speciality food and beverage products, serving chefs and culinary professionals in the Middle East with unparalleled quality ingredients and cutting-edge foodservice kitchen solutions from leading brands around the world. Our company services more than 3,000 customers from 5-star hotels and international chains to world-class dining and concept restaurants in the UAE, Qatar, and Oman. We also provide the same exceptional quality of service and products to customers in locations such as the Indian Ocean, Africa and CIS.
How does your company stand out from the rest? Over the years, Chef Middle East (CME) has shaped itself as a prominent speciality broadliner and a highly regarded player in the GCC foodservice sector. That is mostly because CME has managed to consistently adapt to the ever-changing market conditions and customers’ needs while building trust and credibility with customers and suppliers alike through reliability and the highest quality of service. Paired with best in class import practices and the availability of an exceptional range of ingredients from all over the globe, it is the investment in the people and infrastructure that supports the business, which has enabled driving focus and service excellence for their customers.
How does the company support the local community? In January 2021, CME unveiled its
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The Pro Chef Middle East / Edition 54
exclusive partnership with ‘The Best of Dubai’, an initiative pioneered by award-winning author Flavel Monteiro, aiming at raising the culinary bar in a quest to highlight Dubai as one of the best culinary destinations in the world. It also helps creating a community that brings together some of the most talented chefs in Dubai while providing a platform that features them and the emirate as a culinary hub beyond the region’s borders. In other markets such as Qatar, CME is an active member of the Qatar Culinary Professionals (QCP) and always works in close collaboration with its steering committee to keep the network alive and provide educational content to their chefs and F&B members. Additionally, CME takes pride in regularly participating in corporate social responsibility initiatives, may it be on its own or through some of its brands. Most recently, CME provided ingredients to help raise awareness around food waste in the industry and to give back to those in need through a campaign led by the UAE Food Bank, in association with Sofitel Dubai The Obelisk.
Any new launches or brands that chefs and restaurateurs can look forward to? CME has recently launched a new health segment to cater to this vertical of new, more health-conscious diners through onboarding different brands such as Violife, with an entire range of Vegan cheese; Rude Health, with a special selection of organic alternatives to milk; and Wheyhey - sugar-free ice cream loaded with proteins, ideal for guilt-free snack or dessert. The distributor is also
expanding and sharpening its beverage solution with a new coffee brand from Italy, MIKAH Coffee, as well as teas from Vertea and The Leaf brands, and a full range of sugar free fruit juices from Juicy brand, launching an exclusive and iconic cranberry juice with no added sugar in the region. CME is currently working on a new project within its Meat & Poultry category, which will come as a real game changer for operators in regional markets, with the launch of US based brand, Stockman’s Finest Meats. An entire selection of the highest quality deli meats will be available regionally at the outset of Q4, definitely something to look forward to and be very excited about!
