HORECA Trade, a Bidfood company has announced an agreement with GSP Foodstuff Trading LLC to distribute the rice producer’s Raj Mehak brand in the UAE’s foodservice channels.

GSP, which has advanced plants in the basmati growing belt of northern India, uses internationally acclaimed Buhler technology to produce a variety of high-quality basmati rice under Raj Mehak and other brands. Under the terms of the agreement, HORECA Trade will employ its sales, marketing, and e-commerce expertise to distribute Raj Mehak basmati rice and products to the country’s complete foodservice markets.

Commenting on the business fellowship, Bidfood Middle East chief commercial officer, Wael Al Jamil, said:  “We are delighted to induct the premier rice brand, Raj Mehak, into our wide portfolio of products catering to the needs of the foodservice industry. Our partnership with GSP underlines our commitment to further enhance our product portfolio with brands that meet the highest safety and quality standards.”

The Gulf region is one of the biggest markets for Indian basmati rice, with the UAE being the major growth driver over the years. In addition to a major domestic market, the UAE is the largest re-exporter of rice in the world, accounting for 81% of global rice re-export, according to Dubai Chamber.

Reflecting on Al Jamil’s comments, GSP Foodstuff Trading’s marketing director, Waris Hasnain, said: “There is a growing demand for premier quality basmati rice in the UAE. HORECA Trade’s extensive and multi-channel foodservice network provides us with a solid opportunity to reach out to a wider consumer base in the country.”