Al Ain Farms Group (AAFG) and NRTC Group have formed a joint venture to launch Al Ain Taaza, an ultra-fresh juice brand aiming to capture one-third of the UAE’s AED 500 million fresh juice market within three to five years.

Announced at MIITE 2026, the partnership unites two Ghitha Holding subsidiaries to build a fully UAE-based juice operation in a fast-growing beverage segment.

NRTC will oversee end-to-end fresh produce sourcing, production, and processing, leveraging its advanced facilities and cold chain infrastructure.

AAFG will contribute its established brand, in-house bottle manufacturing, and a nationwide distribution network reaching over 23,000 sales points across retail, HoReCa, and e-commerce.

The collaboration combines production strength with market reach to create a scalable, homegrown brand positioned as a category leader.

Al Ain Taaza is set to launch in Q3 2026 with more than 15 flavours, including refreshments, functional blends, and smoothies, available nationwide from day one.

“This partnership shows what’s possible when UAE businesses invest in one another’s strengths,” said Hassan Safi, Group CEO of Al Ain Farms Group. “Al Ain Taaza is a product developed by and for the UAE, bringing trusted brands, strong production, and national distribution into one homegrown offering.”

“Al Ain Taaza represents a strategic expansion of our capabilities into high-growth, value-added categories,” said Mohammed Al Rifai, Group CEO of NRTC Group. “By combining our end-to-end expertise in fresh produce production, sourcing, processing, and cold chain infrastructure with Al Ain Farms Group’s brand strength and distribution scale, we are building a platform that delivers consistent quality, supports category growth, and meets rising demand for ultra-fresh products across the UAE.” -TradeArabia News Service