Musgrave expands presence in Middle East

Liam Hyland, director of export and international trade at Musgrave, Kirti Meghnani, procurement manager, Choitrams, Rajiv Warrier, CEO Choitrams, Brendan Gleeson, secretary general at the Department of Agriculture, Food and the Marine, Noel Keeley, CEO of Musgrave, Ashutosh Arun Chakradeo, head of retail, Choitrams

Over 500 SuperValu products will now be available in over 40 Choithrams stores



15 February 2022

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Musgrave has agreed a new supply partnership with Choithrams, a leading retailer with over 40 stores across the United Arab Emirates (UAE).

The agreement will see Musgrave supply Choithrams with more than 500 products from its SuperValu own brand range alongside other Irish brands and products from SuperValu’s Food Academy programme, which operates in partnership with Bord Bia and the Local Enterprise Office (LEO) network.

The SuperValu Food Academy programme helps small businesses through the journey from start up to getting their products onto shelves. Choithrams customers can expect to see brands including The Happy Pear, which started out in Food Academy, on shelves soon.

The new partnership represents a meaningful expansion of Musgrave’s presence in the Gulf and comes following the Company’s announcement last year that 250 SuperValu products were available across the UAE on Noon Grocery, the Middle East’s largest online grocery marketplace and’s dedicated fresh grocery platform.

“Tremendous progress has been made in recent years in expanding the reach of Irish food to consumers across the globe,” said Minister for Agriculture, Food and the Marine Charlie McConalogue. “Global demand for Irish produce continues to grow thanks to its outstanding quality and the dedicated efforts of Bord Bia and the initiative of successful home-grown companies such as Musgrave.”

Noel Keeley, Musgrave CEO, described the new deal as a “superb opportunity”.

“As Ireland’s leading food retail and wholesale business we have built a robust and reliable supply chain, which enables us to deliver much-loved Irish products to markets around the world,” Keeley said.

“Our international export offer includes more than 14,000 own brand product lines for grocery and wholesale, from high quality fresh, chilled and frozen foods to dried food,” he added. This new partnership with Choithrams is a superb opportunity for Musgrave to continue strategically expanding our presence in the Middle East.”




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