Al Ghurair Foods’ homegrown brand, Jenan, has unveiled a new brand identity, emphasizing sustainable practices and local production. This rebranding aligns with the brand’s commitment to high-quality, nutritious food made in the UAE.
The new identity reflects Jenan’s philosophy of “FOOD MADE GOOD,” highlighting the brand’s focus on delivering sustainably sourced and nutritious products. Emile Douaihy, CEO of Al Ghurair Foods – Consumer Packaged Goods, stated, “This rebranding goes beyond a new look; it’s about redefining what our brand stands for and ensuring that every product we offer brings joy and satisfaction to every family.”
The shift in identity also underscores Jenan’s dedication to enriching everyday moments with wholesome food. “Our new identity underlines our commitment to enrich everyday moments with wholesome food that is locally sourced, ensuring that every Jenan product contributes to a healthier lifestyle and a healthier planet,” Douaihy added.
Consumer trends in the UAE indicate a growing preference for locally made and sustainably sourced food. Jenan’s renewed focus aligns with the UAE’s ‘Made in the Emirates’ initiative and the National Strategy for Food Security, which aims to enhance local production and food safety. The initiative seeks to position the UAE at the top of the Global Food Security Index by 2051.
Jenan is renowned for its nutrient-rich eggs sourced daily from the UAE’s largest poultry farm and high-quality whole wheat flours milled locally. The brand has recently expanded its product range to include oats, pasta made from durum wheat, and heart-healthy sunflower and vegetable oils, ensuring high nutritional value.
As a regional leader in the food industry, Al Ghurair Foods, the food production and manufacturing arm of Al Ghurair, offers a broad portfolio that includes branded, private label, and bulk products. The company caters to diverse businesses and retailers with products such as flour, semolina, oats, eggs, and animal nutrition.
This rebranding highlights Jenan’s ongoing commitment to sustainability and its role in supporting the UAE’s food security goals.