OVER the past decade, demand for food products in the GCC has risen with the increase in population and per capita income. The impact of organized retail, coupled with increasing demand for processed foods, has led to a shift in the consumption patterns of GCC residents. “A protein-rich diet is a global trend. We have developed a concept of an Emirati gourmet food that is healthy, tasty and packaged. We have succeeded in presenting a local traditional delicacy as gourmet food,” Nazek Al Sabbagh, founder of Malleh Gourmet, a homegrown F&B brand specializing in traditional Emirati meals, such as Malleh, Sehnah and Mahyawah. The home grown brand is the result of collaboration between Emirati sisters who have a passion for the traditional UAE food with international standards. Maleh is salt cured preserved fish, usually Gebab or Kan'ad fish, and is a traditional delicacy well-known in the UAE and the GCC. Malleh Gourmet, besides Maleh, sells other local delicacies such as: Sehnah, and Mehyawah. Sehnah is ground dried anchovies mixed with spices, also enjoyed with white rice. Mehyawah is anchovy sauce mixed with spice and is enjoyed with bread as a dip. Economist Intelligence Unit has revealed that consumption in the UAE's consumer goods industry will grow at an average rate of 7.8 percent in 2015. Malleh Gourmet, like many other brands, is introducing a fresh new concept in the food and beverage sector catering to multicultural communities in the UAE. “We have utilized superior ingredients and traditional recipes for fish preservation, creating100% authentic Malleh, Sehnah and Mahyawah. They come straight from home, packed in hygienic conditions to ensure that every purchase leads the customers to a healthier path,” said Al Sabbagh. “Growing income levels will boost consumption as well as the type of food in demand. However, UAE and Gulf food remains very popular among Emirati and GCC nationals in addition to expatriates living in this part of the world. This has also affected newly arriving expatriates who are willing to try something new,” she added. — SG
