Major GCC importer to promote sustainable and eco-friendly products at Gulfood 2020

Truebell Stand Gulfood

Truebell will showcase more than 1,000 products from over 30 brands; with a focus on vegan and gluten-free, as well as eco-friendly, sustainable food products

UAE-headquartered Truebell, a leading GCC importer of fast-moving consumer goods (FMCG), will promote its sustainable operations and a new expansive range of eco-friendly, sustainable products at the 25th edition of Gulfood 2020, which will be taking place at Dubai World Trade Centre from 16-20 February.

Amid the various new nutritional programmes on the market today, plant-based, vegan and gluten-free diets as well as sustainable produce, are becoming particularly prominent, and Truebell aims to capitalise on this trend by expanding its offering and trialling a variety of new products.

Bhushant J. Gandhi, Divisional Manager, Retail & Food Service, Truebell, said: “In line with these emerging trends, the retail & food division of our company has recently launched a variety of new products including gluten free tart shells, vegan tart shells and vegan cookies from La Rose Noire as well as a range of cakes and pastries for HoReCa, innovation in bakery mixes from Abel & Schafer, various protein bars and shakes and a range of yoghurt-based beverages including a fermented drink from Kefir and Olympus Dairy from Greece.

“Adding to this, at Gulfood 2020 we will be introducing several other new products such as Kind Lyfe vegan cookies, Château Gâteaux premium range of frozen cakes and finished poultry recipes from Good Old Butcher.”

Working towards a fully sustainable operation, Truebell will use Gulfood 2020 to showcase and promote its new streamlined distribution process which has not only generated an improved delivery accuracy of 99.97% and maximized efficiency, but has also helped create greater energy-efficiency by reducing the amount of electricity and fuel used during the process.

Bhushant Ghandi Divisional Manager Retail Food Service Truebell

Gandhi said: “With no damage to products and zero items returned, the cooling systems in delivery vehicles are now only required to be used on the delivery leg of journeys. While, improved turnaround times at Truebell’s distribution hub has resulted in less electricity being used to gain access to frozen and chilled storage locations and reduced trips for vehicles between these storage locations and our delivery trucks.”

In total, Truebell will be showcasing more than 30 brands and over 1,000 products across bakery, pastry, dairy, cured and processed meats, snacks, condiments, beverages, antipasti and fresh pasta, amongst others, at Gulfood 2020.

The company’s 184 sqm stand – inclusive of 4sqm of ethnic display – will feature 10 Truebell chefs preparing a wide variety of fresh samples, while chefs from our participating partners such as Abel & Schafer bakery mixes, La Rose Noire innovative pastry products, Sacla pasta sauces, Giovanni Rana premium filled fresh pasta will be on hand at our ‘Live Cooking Counter’ to perform a range of live cooking demos and degustation of their newly launched products.

And, as Truebell continues its journey to becoming a long-term sustainable company, they will be introducing eco-friendly products such as Highland Springs’ 100% recycled and recyclable eco-bottles together with La Rose Noire’s new, 100% biodegradable packaging.

“Ordinarily the first quarter of the year is the busiest within the retail and food services division before the summer sets in and 2020 is no different. These new product launches further underscore our expansion plans in the retail and food sector, with Gulfood – a long-standing key exhibition for Truebell – providing the perfect platform to showcase our growing portfolio,” Gandhi concluded.

Truebell will be at Gulfood 2020 at stand number A5-40 in Hall 5.



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