IFFCO Out of Home (OOH) has announced the inauguration of its customer engagement centre (CEC) in Dubai, the largest of its kind in the region.
Abdullah bin Touq Al Marri, Minister of Economy, was present on the occasion.
The CEC helps to enable out-of-home businesses in the region to collaborate, create and directly address market requirements.
The out-of-home segment caters to restaurants, hotels, hospitals, airports and cafes, constituting a large base of the B2B segment.
Speaking at the launch, Arzu Alibaz, CEO of IFFCO Out of Home, said: “We envision this engagement centre as a beacon for the out-of-home industry and a dynamic space where chefs can collaborate, restaurants can curate their next menus and hotels can create their next signature delicacies.”
Alibaz said in working together, IFFCO can bring to the market better solutions.
“Today, global food systems and supply chains are challenged. Industries across the board are undergoing radical transformation.
“Addressing the needs of what we call the B2B2C segment requires greater agility, greater efficiency and sustainability. Partners need to have a very responsive supply chain in order to reliably deliver the newest services and solutions,” she said.
Being a part of UAE-based IFFCO Group, IFFCO OOH has access to 26 different companies in the UAE and a network of 46 different countries offering a vertically integrated supply chain.
The CEC is a 2,300 sqm space, fully equipped with dedicated areas for – hygiene, baking, culinary kitchens and beverages.
Nearly all parts of the centre are audio visually enabled for live and virtual demonstrations.
A full programme of culinary and non-culinary master classes and invention days are expected in the coming months.